Veteran iGaming executive joins at pivotal time as brand accelerates international growth and regulatory readiness
A Key Leadership Move for a Global Betting Powerhouse
Leading international sportsbook and casino operator 1xBet has announced the appointment of Simon Westbury as Strategic Advisor, marking a major step in the company’s efforts to strengthen its international strategy and operational structure. The newly created advisory role is designed to align 1xBet’s rapid growth with expert-led oversight, particularly as the brand enters new markets and adapts to regulatory changes worldwide.
Westbury’s appointment follows several strategic developments by 1xBet, including a notable content partnership with Expanse Studios in August 2024. The company appears to be preparing for a new phase of global expansion—one that requires robust leadership guidance and sophisticated market navigation.
A Decade of Expertise in iGaming Leadership
Simon Westbury brings over 10 years of board-level experience in the iGaming space, spanning B2B operations, media partnerships, and sports engagement. Known for his strategic insights and operational acumen, Westbury has held leadership roles with prominent industry players and has built a reputation for steering high-growth initiatives and navigating complex regulatory frameworks.
At 1xBet, Westbury will advise on areas including:
Operational structure and optimisation
Regulatory alignment and market compliance
Cross-border market entry and localization strategies
Change management and organisational agility
According to a company spokesperson,
Westbury’s “unparalleled industry expertise in operational processes and deep understanding of sector-wide trends will be crucial in steering 1xBet’s evolution in an increasingly competitive global environment.”
Aligning Vision with Execution
Commenting on his new role, Westbury highlighted the clarity of 1xBet’s growth ambitions:
“What truly drew me in was the leadership’s clear and ambitious vision for the future of the 1xBet brand. It’s rare to see a company of this scale so committed to a new phase of strategic evolution.”
His appointment is effective immediately, reinforcing 1xBet’s proactive stance on strategic planning, particularly in light of tightening regulatory scrutiny across key iGaming jurisdictions.
Continued Content Expansion and Player Engagement
Westbury’s appointment complements 1xBet’s recent content diversification strategy, including its collaboration with Expanse Studios, a move that gave the operator access to high-performing titles like Titan Roulette, Crash on Mars, and Bounty Hunters. These titles now reach players across 1xBet’s vast global network, improving retention and gameplay variety.
This partnership—and Westbury’s hiring—are both part of a multi-tiered approach that combines player acquisition, content growth, and strategic leadership to maintain 1xBet’s competitive edge.
Outlook: Strengthening Foundations for Global Reach
With a footprint already spanning numerous regulated and emerging markets, 1xBet is increasingly focused on sustainable scalability. The addition of an experienced strategic advisor suggests the company is prioritising long-term resilience over short-term gains—especially as regulatory landscapes shift rapidly in key regions like Latin America, Africa, and Southeast Asia.
As 1xBet prepares for its next growth chapter, Westbury’s leadership is expected to fortify its governance, compliance, and operational maturity, while reinforcing the brand’s position as a forward-looking force in the global iGaming market.
