Simon Westbury has joined global betting firm 1XBet as a Strategic Advisor after a long stint working at leading B2B gaming technology group Digitain.
Simon Westbury – Source: 1XBet
The experienced sports betting businessman and product manager has been tasked with applying his professional experience to 1XBet’s international growth plans.
Particular areas of focus include sustainable entry into new markets, shaping 1XBet’s approach to industry initiatives, and generally driving strategy across B2B, sports and media operations.
Westbury remarked: “What truly drew me in was the leadership’s clear and ambitious vision for the future of the 1XBET brand. It’s rare to see a company with this scale and global presence so committed to a new phase of strategic evolution.
“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. I’m genuinely looking forward to helping shape this new chapter.”
Westbury’s career has been varied, including some time spent working for Sheffield United FC before making his start in the betting and gaming space in 2015 with virtual sports betting product developer VSoftCo Ltd in 2015.
Westbury is the former Chief Business Officer (CBO) of Digitain Group, where he led the strategic overhaul of the technology group’s commercial strategy for its iGaming platform and complementary software solutions.
Completing a four-year project in 2023, Westbury took the role of Chief Executive of Sport Generate, the newly formed data, intelligence and risk management subsidiary of Digitain.
“My experience of building brands, bringing credibility and challenging the industry norms, means I am very excited to bring this knowledge and expertise to my new role.” Westbury told SBC.
Like many other firms, 1XBet has been navigating changing market dynamics across international gaming, like the continuing development of the Brazilian betting sector after launch on 1 January 2025.
1XBet is now tasking Westbury with applying his experience to its own long-term vision. Based in Limassol, Cyprus, the company is active across multiple major online betting markets including across Europe and Africa.
A 1XBet company spokesperson said: “We are delighted to welcome Simon Westbury to the 1XBET team. His appointment comes at a pivotal moment as we continue our global growth strategy.
“Simon’s unparalleled industry expertise in operational processes, combined with his profound understanding of the broader industry landscape and its stakeholders, will be invaluable. We are confident that his strategic guidance will be instrumental in navigating new market entries and addressing the evolving challenges and initiatives within the sector.
“This collaboration reinforces our commitment to strengthening our leadership team with seasoned experts who can drive our long-term vision and solidify our position as a forward-thinking industry leader.”
