The “Non-Negotiable” Pillar: Simon Westbury Explains the Role of Player Protection in 1xBet’s African Strategy
In the rapidly evolving global gaming landscape, player protection is moving from a regulatory concern to a core business strategy. At the forefront of this shift is 1xBet, a global “juggernaut” that has secured 35-plus local licenses and is now championing a data-led approach to safer gambling. During a recent interview with Jeremiah Maangi, CEO of iGaming AFRIKA, at ICE Barcelona 2026, Simon Westbury, Strategic Advisor at 1xBet, shared insights into the brand’s commitment to building a “fun, safe, and enjoyable environment.”
1xBet’s expansion is centered around the “Power of the Three Ps.” The “Power of Brand,” the “Power of Product,” and the “Power of the People.” This framework incorporates player safety and well-being into the company’s global growth strategy. To sustain this focus and maintain a competitive edge, 1xBet employs a data-driven approach by conducting in-depth regional research and analyses, including its recent Africa-specific study.
“In the last six months we have gained a number of licenses since I joined, in Serbia and Guatemala for example, and it is expanding that global footprint but part of that is expanding over our 35+ local licenses now but that that is part of a more wide-ranging strategy which looks at what I call the “Power of the 1xBet brand” and how we mobilize that to be an effective leading brand in the industry and that is done through what I call the three Ps; “the power of the brand”, “the power of the product” and “the power of the people” and those three come together to form 1xBet as a juggernaut,” commented Simon.
Africa’s iGaming industry is a mobile-driven, youthful, and fast-growing market, shaped by diverse and evolving regulatory frameworks across the continent. Simon noted that Africa represents a key strategic market for 1xBet. A recent report examining Africa and Western Europe identified three core focus areas: welfare, education, and research. The findings revealed a critical cultural distinction between the regions. While European markets largely perceive gambling as a form of entertainment, many African respondents view it as a “life-changing financial gain experience.” This mindset necessitates a fundamentally different approach to harm prevention.
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Simon emphasized that player education must be prioritized to ensure the industry remains both sustainable and safe in the long term. “I think the challenge in Africa is slightly different. I think the challenge in Africa as I mentioned previously is that gambling is viewed as a life-changing financial gain experience rather than an entertainment experience. So we really need to focus on player protection in that prism. We need to educate players, that yeah you can win but you can also lose and you can’t keep betting to try and change your life,” he said.
The report also uncovered a significant “technology gap” in the region. While 74% of African operators are successfully deploying KYC (Know Your Customer) checks, slightly outperforming Western Europe’s 73%, none of the African respondents use AI technology forplayer protection. Furthermore, the study found that in several jurisdictions, such as Benin,player protection is not yet a formal part of the regulatory landscape, leaving the responsibility of safety entirely to the operators.
Beyond research and regulation, 1xBet’s growth strategy in Africa is grounded in localized engagement. While global tournaments such as the FIFA World Cup offer international exposure, competitions like AFCON have provided the company with a targeted opportunity to connect with African audiences.
1xBet complements its marketing efforts with community-focused CSR initiatives. In Nigeria, for instance, the 1xCup brings together amateur sports teams in a large-scale grassroots tournament. The platform is also used to promote safer gambling awareness, reinforce player protection messaging, and build trust directly within local communities. The company aims for sponsorship investments to filter down into grassroots sport, thereby supporting local talent and contributing to broader community development.
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With the inaugural iGaming AFRIKA Summit set to happen from May 4–6, 2026, Simon called for closer collaboration between operators and regulators to ensure rules reflect local cultural sensitivities. “Regulation is always organic. It is a live document that’s always growing so it can always change,” Simon noted.
