1XBET appointed Simon Westbury as Strategic Advisor this week. The global gaming operator selected Westbury based on his board-level experience in the iGaming sector.
Westbury has worked in the industry for over a decade. His background covers B2B operations, sports betting, and media divisions.
The appointment became effective immediately. A company spokesperson confirmed Westbury will work with 1XBET’s existing leadership team on strategic matters.
The company stated the appointment comes during what it calls a “pivotal moment” for growth. 1XBET wants guidance on entering new markets and expanding its global presence.
Westbury’s experience with operational processes appealed to the company. His understanding of industry stakeholders and regulatory environments factored into the decision.
The move reflects 1XBET’s focus on what it terms “sustainable entry into new markets.” The company appears to be prioritising structured expansion over rapid growth.
1XBET said it wants to address “evolving challenges and initiatives within the sector.” This suggests the company faces specific operational or regulatory issues requiring expert input.
Westbury will advise on international strategy and market expansion plans. His role involves guiding 1XBET’s approach to entering regulated jurisdictions.
“My role is to act as a bridge, providing the guidance and structure needed to help the team channel their ambition into sustainable, long-term success,” Westbury stated.
He’ll help shape the brand’s industry initiatives. The position focuses on providing strategic structure for the company’s growth plans.
Westbury will also advise on navigating regulatory requirements in different markets. This includes addressing compliance issues that arise during expansion.
The role involves working with 1XBET’s leadership to develop long-term vision. Westbury said he was attracted to “the leadership’s clear and ambitious vision for the future of the 1XBET brand.”
The appointment represents a shift toward external strategic guidance. 1XBET previously managed expansion planning through internal teams.
A company spokesperson said Westbury’s involvement will help navigate “new market entries.” This indicates planned expansion into additional regulated territories.
The move aligns 1XBET with other major operators who employ external advisors. Many global betting companies use industry veterans for strategic guidance during growth phases.
The company described this as part of “continuous improvement” and “change management” efforts. Whether these initiatives produce measurable results remains to be seen.
1XBET said the appointment reinforces its commitment to strengthening leadership with experienced professionals. The effectiveness of this strategy will depend on execution of the plans Westbury helps develop.
Last summer, 1XBET secured a partnership with Expanse Studios to bring its portfolio of slot and crash game titles to the 1XBET platform.
Expanse Studios is a subsidiary of Golden Matrix Group, and the collaboration aimed to boost its global expansion objectives and grow its game distribution network.
