1xBet on delivering key messages at SBC Summit 2026

With 40,000 attendees descending upon the FIL in Lisbon, making connections at SBC Summit 2026 was not a difficult task. For 1xBet, the event provided an opportunity to deliver its key messages to the industry as the operator gains new licences and promotes its people. So said Simon Westbury, the company’s strategic advisor, who spoke to SBC Media in Lisbon. By connecting with a range of stakeholders from across the industry ecosystem, Westbury stated that events like SBC Summit provide a good opportunity to achieve its aim of constantly reinforcing its brand story. “It’s about more licenses, great partnerships, and the empowerment of our people,” Westbury said. “We’ve got a Paris Saint-Germain legend coming (to our stand), so, it’s really about reinforcing all the work that we do 365 days a year.” A core part of that brand story was the launch of 1xCare, an independent organisation established by 1xBet earlier this year that focuses on technology, education, research and wellbeing to contribute towards player protection dialogue in the industry. Westbury appeared on various panels throughout SBC Summit to discuss player protection and regulation on player safety. “(My mission) is to be here, reinforce our message and show everyone that we’re committed to our path, which we embarked on about a year ago now, and it’s just constant reinforcement.” Westbury joined 1xBet in the summer of 2025 to help the brand communicate its message to the industry in a more impactful way. 1xCare is part of that, but Westbury has made strides to ensure that the operator is viewed by stakeholders in a different light. “There’s a lot of hard work that’s been done, and I think I’ve had a lot of nice words about how we challenged the preconceptions that existed,” he explained. “I’ve always said, I can’t change the past, but I can influence the future. So that’s what I’m trying to do. And I think the story we’re telling is a consistent message, and it’s one that’s shone out through everything that we’re doing. “1xCare is an organic growth that came from some research that we commissioned through SBC to really try and make a positive, impactful change in the world of player protection.” Player protection is a big focus for Westbury and 1xBet, but the industry appears to be at a crossroads in terms of technology, product and regulation. Well documented shifts are taking place in Europe and Brazil on the regulatory front, while AI has the power to reshape the industry and how it works over the next few years. Westbury outlined his belief that people remain key to successful strategies but that AI has the potential to be a useful tool. Asked about his opinions on the trends that will shape the next 12 months of the industry, Westbury noted. “AI is interesting because it’s a tool, and it’s how we use that tool. Unfortunately, we’re seeing a lot of job losses around our colleagues in this industry, so I think the market is becoming harder for people. Actually, it’s becoming harder for operators and suppliers to make money. “I think we’re going to see some mergers and acquisitions, maybe some buying of distressed assets. I think for the people of this industry, it’s also going to be a bit tough over the next 12 months as well.” To watch the full interview and to hear Westbury’s full thoughts on player protection and regulation, head to the player above.