From rest to reinvention—Westbury outlines ambitions, CSR focus, and strategic transformation
A Return Fueled by Purpose and Personal Fit
Simon Westbury, former CEO of SportGenerate and CCO at Digitain, has made a notable return to the gaming industry by taking on the role of Strategic Advisor at 1xBet. In what many see as an unexpected move, Westbury embraced a position that aligns not only with his industry experience but also with his personal passion and values.
Speaking in a recent interview with Gambling Insider, Westbury revealed that 1xBet was one of several offers he received, but ultimately the one that resonated most. “This job really allows me to be me,” he said, citing the strategic freedom and alignment with his strengths as key reasons for choosing the role.
Embracing a Different Challenge: More Than Just B2B
Westbury emphasized that the role at 1xBet isn’t just a typical B2B appointment—it’s strategic, forward-thinking, and deeply intertwined with brand perception. Despite 1xBet being a globally recognized company, its public image has often been under scrutiny. Westbury aims to shift that narrative through credible industry storytelling and long-term brand development.
He views his new post not only as an opportunity to influence a large organization but also as a platform to make a meaningful, transformative impact. “In past roles, I’ve probably given more than I’ve received. This is a mutually beneficial relationship,” he noted.
Corporate Social Responsibility at the Heart of Strategy
Perhaps the most intriguing element is Westbury’s allusion to a major project focused on Corporate Social Responsibility (CSR), expected to be unveiled later in 2025. While he remained tight-lipped on the details, he highlighted CSR as a key motivator and an area where he feels he can help reshape 1xBet’s public standing.
This aligns with a broader industry shift, as leading operators face increasing pressure to demonstrate ethical conduct, social commitment, and transparent governance.
Rest, Reflection, and Recommitment
After leaving Digitain, Westbury took a deliberate break from the high-paced gaming world—a move he describes as necessary for both mental reset and professional clarity. The pause allowed him to reconnect with what matters most: working in an environment where he can thrive authentically.
“I didn’t realize how much rest I needed,” he admitted, adding that turning down easier offers was a conscious decision rooted in lessons learned from past roles.
Looking Ahead: Patience and Bold Moves
Westbury calls for industry patience over the coming months as he and the 1xBet team begin implementing a transformative vision. He describes the next 90 to 120 days as highly active and vital for setting the tone of his impact.
The appointment signals a strategic shift for 1xBet, which may be moving toward more regulated, reputation-conscious operations under the guidance of industry veterans like Westbury.
In an industry that often rewards rapid growth over thoughtful reinvention, this move may well become a blueprint for sustainable leadership and purposeful innovation.
