1XBET, the global gaming and tech company, announced the appointment of industry veteran Simon Westbury to the role of Strategic Advisor.Westbury's experience of over 10...
Interview with Simon Westbury – Strategic Advisor at 1xBet
In a recent interview with AffPapa, Simon Westbury, Strategic Advisor at 1xBet, talked about his break from the industry, position shift, market growth, and more.
Yeva: Simon, you’ve been quiet for a few months. What was happening behind the scenes as you were taking a break, and more importantly, what pulled you back in?
Yes, I have been out for a while, and it was longer than I expected. However, I needed some rest, and I decided to take my time and find the proper role for me. Something has ignited my passion for the industry once again. I had many offers and conversations, but nothing felt right for me until the discussions with 1xBet began.
These conversations over the last few months are what have drawn me back. The passion and desire for 1xBet to truly demonstrate all their positive points and expand into more regulated markets appealed to me.
It is also a unique role, and it will, of course, be challenging. I always love a challenge, and this role is undoubtedly that.
Yeva: You’ve stepped into some big roles in the past. What’s the biggest shift in mindset when moving from a CEO role at Sport Generate to a strategic advisory position?
The most significant shift is really around mindset and thinking—understanding which strategies and skills I can transfer into this role to benefit 1xBet.
As always, there will be plenty of learning and personal development, which is exciting.
When I was CEO, the role was, of course, very different in focus, as you are running the entire company with various other responsibilities.
My new role is more strategic and broader in scope, encompassing multiple geographies, and is highly focused on engaging directly with various sections of the gaming industry to challenge perceptions and misguided assumptions.
Yeva: You’ve also held a leadership role at another major player in the market—Digitain. Is there a specific approach you learned during your time there that still influences your business strategy today?
My approach has evolved throughout my entire career, not just in my recent role. I continually learn and develop as a professional. Patience is key in all aspects of any leadership role. To be proactive rather than reactive to build momentum.
I always believe in fairness, honesty, humility, and empathy. Therefore, I will continually strive to develop these skills and learn and adopt new strategies.
Yeva: With 1xBet’s enormous international footprint, what are your early impressions of their current position in the market? Where do you see untapped potential?
Working in partnership with 1xBet to identify areas where my experience and skills can work hand in hand with the vast success that 1xBet has experienced to date.
It is more about long-term vision and planning, with clearly defined short- and medium-term strategies to ensure we reach our desired destination. We have ensured that the existing strategy feeds into this vision.
We have several exciting initiatives underway, and I look forward to sharing them with you throughout the year.
You can only be impressed by the scale of 1xBet, and now that I am more involved, I am simply in awe of the number of local licences 1xBet holds, as well as how all the teams work in unison like a well-oiled machine. The untapped potential is sharing this story and emphasising all the positive aspects of 1xBet to the industry and beyond.
Yeva: You’re stepping into a brand that’s already massive—how do you approach growth when you’re not starting from zero?
I gauged where I could make the most impact. What was very important to me was to gain clarity on the expectations and outcomes.
I am looking to approach growing 1xBet with clarity, honesty, and hard work. With these three qualities and our shared vision, we can achieve our goal of success together.
Yeva: Elaborating on growth, operators often treat retention and acquisition as separate challenges. What’s your take on finding the right balance between the two?
For a long time, the industry has treated acquisition and retention as separate disciplines, with one team focused on attracting new players and another on nurturing existing ones. This outdated approach must change; acquisition and retention are interconnected and should work together.
To create a seamless player journey, your acquisition strategy should focus on attracting the right players for your brand, emphasizing long-term value over initial sign-up metrics. If your marketing doesn’t align with your product and customer relationship management (CRM), you risk wasting resources. Given the high cost of player acquisition, maximising each player’s lifetime value is crucial.
Balancing acquisition and retention isn’t about splitting resources evenly; it requires a holistic strategy. When entering a new market, focus on building a player base while implementing retention strategies from the start, such as smooth onboarding and personalised communication.
For established brands like 1xBet, the aim shifts to refining this balance through targeted acquisition and enhanced personalized experiences for loyal customers. By leveraging data to understand player behaviour, you can create tailored experiences, making players feel valued and turning them into brand advocates.
Achieving the right balance means viewing the player lifecycle as a whole, ensuring your brand promise is consistent from the first ad a potential player sees to how you treat long-term customers. Ultimately, it’s about fostering an ecosystem where acquisition and retention work in harmony to drive sustainable growth.
Yeva: Lastly, can you name 3 biggest blind spots operators have when it comes to truly understanding their users?
I think that these are not necessarily blind spots, but areas that not only operators but also suppliers should always focus on. Firstly, remember we are in the entertainment industry. Secondly, do not be afraid to take risks and develop your own brand identity and uniqueness, with the customer as the primary focus of everything you do. Finally, do not confuse invention with innovation; focus on personalised experiences for your customers.
Company: 1xBet
Interviewee: Simon Westbury
Date: 29.07.2025
AffPapa, the ultimate iGaming directory, is excited to announce a new partnership with 1xBet, a leading global sports betting operator.1xBet, a global...
