Affiliate Manager Interview Series - Simon Westbury

[GPWA Daniel]

(This interview was originally published in the October 2025 edition of the GPWA Times Magazine.)

You joined 1xBet as a Strategic Advisor in July and upon being hired you mentioned being drawn to the company’s “ambitious vision for the future.” What specifically about the brand’s vision or leadership convinced you this was the right move?
I was impressed with the vision of the company, not only to continue expanding into more regulated markets, but increasing their presence from over 34 existing jurisdictions. The desire and passion shown by the leadership to continue evolving and growing was impressive.

Considering the scale and size of 1xBet, the insatiable desire for continuous growth and improvement was something that definitely appealed to me.

Coupled with this, there was an understanding of how I could positively impact and deliver on the vision. I believe that I can make a tangible difference to the way 1xBet is perceived inside and outside of the industry, delivering the many positive good news stories that 1xBet are engaged with. I believe that my knowledge of working in different cultures and regulated markets would also be of benefit to 1xBet. It was a marriage that seemed to be made in heaven and came along at the right time for both parties.

How did you ultimately end up working in iGaming and what specifically drew you to the industry?
It really was by luck. I was working at a conference and was approached one day to organize an event that was aimed at C-level executives within the gaming space. It was really a whirlwind introduction to the industry as the main sponsor was
coming to the office.

I only had an hour to prepare with no understanding of the industry, at that point. At the time, the gaming conference industry was not what it is now. The event was niche in that it really only focused on getting 150-200 people in a room, but all the attendees were decision makers. It was the first C-level event in the industry.

From there I grew to supplier side in companies such as Amaya where I was part of the rollercoaster journey of growth, expansion and acquisition. Before, I moved into other senior positions within the sector.

You’ve worn many hats in iGaming – from commercial to strategic leadership – at major gaming companies, including Digitain and Sport Generate. What part of this new role are you most excited about?
I think these decisions come with both push and pull factors. The pull factor of 1xBet is clear. It is the biggest and most successful company I have been fortunate to work for. The desire to become even more successful was also a major pull factor for me.

In terms of push factors, it came down to what I could contribute and if the role would be challenging enough for me. I needed to find a role that matched with my skill set and my vision for the next stage of my career. The role I have undertaken with 1xBet is vast and different to my previous roles. However, it really allows me to draw from my skill set and past success. Most importantly, to me it is a role that allows me to be me and hopefully shine whilst challenging perception and the status quo.

I have always loved a challenge, and this job will challenge me, but also allow me to learn and become a better professional.

At Digitain, you were part of a team that expanded aggressively across multiple markets. What did you learn from that experience about scaling an iGaming business globally?
I think I have learnt many lessons over my whole career, be it with Amaya, VsoftCo, or Digitain, as you mention. The key to me is momentum. I mention this as the key driver to success.

The challenge is how to build the momentum. At Digitain, we built momentum, through hard work and belief, elevating Digitain to new heights.

However, the most important factor in building the momentum and success was the team I hired. To me, looking at how the team members who joined the team at that point have all gone to either be promoted internally or moved to Tier 1 Gaming suppliers is a source of pride and motivation for me to keep moving forward and learning as an individual.

You’ve been part of the industry through multiple waves of innovation and regulation. What changes have had the biggest impact on how affiliates and operators work together? Where do you see things heading next?
There’s often confusion between innovation and invention in our industry. True innovation isn’t just about creating something new — it’s about applying existing ideas more intelligently and effectively. Over time, the biggest changes have come from affiliates and operators sharing data and insights, moving beyond simple traffic-for-revenue models to focus on player value and long-term relationships.

Regulation has also been a major driver, as well as encouraging greater transparency and responsibility on both sides — which builds the trust that’s essential in our business.

What’s your approach to building and managing teams in such an ever-evolving industry like iGaming?
I love this question, as it relates to people. We always need to remember we are in the entertainment industry, and it is the people in the industry that make this industry so special.

To me, referring to momentum as I did above, it comes down to empowering your team when you hire them, managing with clarity, showing integrity and also not being afraid to hire people who you think have more potential than you. There has to be a desire to not stand still, keep evolving and improving. If you do this and give opportunities for people to grow, you should get a successful team.

Leadership and management can be a lonely place at times, so you have to, at times, also believe in yourself and be prepared to take tough decisions for the benefit of the team and company.

As I always say, the name on the front of the shirt is always bigger than the name on the back of the shirt, and no one is irreplaceable. There has to also be a focus on how the team reflects the company goals over personal ambitions.

Looking back at your early career in events and conference production, how did that experience help prepare you for the relationship-driven nature of iGaming leadership?
I was very lucky in this respect as I was exposed at the time to the leading figures in the gaming industry who were really shaping the future, especially in the online space.

At the time, online gaming was growing and many of the companies were learning as they went. They were really halcyon days, where risk taking was encouraged, people understood every initiative would not succeed, and there was no real fear of failure.

As the industry has evolved, some may say grown up, some of the desire to take risk and be different has been lost. However, part of the growing up of the industry has had positive effects such as increased gender diversity and a more global outlook on the industry.

You joined 1хBet as the company began sharpening its focus on global expansion. In your view, what role should affiliates play in supporting a brand’s international growth strategy?
Affiliates are a crucial part of any operator’s global growth plan because they act as both a bridge and a local amplifier. They often understand local nuances, player preferences, and cultural expectations better than anyone. Their ability to tailor content and messaging so that it resonates in-market is invaluable for scaling quickly and sustainably.

The best affiliate partnerships are not just transactional; they are collaborative, sharing insights that allow us to refine our offer for each territory. In that sense, affiliates are an extension of our marketing, customer acquisition, and even retention strategies.

What trends do you see shaping the future of affiliate marketing in iGaming, especially across emerging markets?
The shift we’ll see is toward greater sophistication in data-driven affiliate marketing, particularly in how operators and affiliates work together on player value metrics rather than just acquisition numbers. Also, a sharper focus on compliance and responsible marketing, especially in jurisdictions where regulation is still developing.

With so many operators out there, what makes 1хBet stand out to affiliates right now?
Our scale, product depth, and agility make us stand out. We offer one of the industry’s most extensive portfolios, adapt quickly to trends, and give affiliates the tools, terms, and support needed to succeed.

If you were launching an affiliate site today, where would you focus your time and energy?
Launching an affiliate site today means navigating an increasingly complex landscape — from regulatory shifts to evolving player expectations. Success comes from embracing that complexity. Knowing that flexibility and deep market understanding will be your greatest assets. That mindset has always been key in my experience, and I believe it’s what sets those who thrive apart in this industry.

Outside of your professional life, what are some of your hobbies or interests that help you recharge?
I have always been an enthusiastic cricketer, by that I mean I love playing the game, but I am not sure that the games loves me playing it. I have recently returned from a cricket tour with my local club. It was the 49th annual tour and, as always, it was full of laughter and the traditional village cricket incidents. To me, cricket is the pinnacle of all sports, as it is a team-based game but also has a large individual focus. When you are facing the bowler, you are part of a team but really no one can help you as you try and the best for the team.

I have also recently taken up boxing for fitness, it is a challenge as I am not the most coordinated individual and there are a lot of nuisances around footwork, head movement, etc. that all need to happen in tandem.

Finally, I have always been a keen watcher of sport, having a season ticket for my local club and also working in football. So, I would say both playing and watching sport is my main hobby that I use to relax and recharge.

If someone came to visit you in London where you live right now and you had 24 hours to show them around, what would the itinerary look like?
Being in London, I am not sure that 24 hours is enough to show them everything that needs to be shown. As I found recently, being a tourist in London where I grew up is fun and has allowed me to reengage with the city.

A basic itinerary would be to have dinner in the local area that I live in, so my guests can see what London has to offer outside of all the tourist attractions. Then in the morning we would be up early and head up to London and simply go on a walking tour and explore the city. My dad, when I was younger, taught me how to navigate central London. I will always remember he said once you know London it is a small city and easy to walk.

So, I would simply head up towards Buckingham Palace and walk around Westminster, Mayfair and see where we end up.

London is truly an amazing city that I think is best to explore and see where you end up.

If you could have dinner with three people, living or deceased, who would you choose and why?
I am going to be cheeky and say more than 3 people, if I could,

I would organize one more dinner with my brother, who sadly passed away in 2016. I would invite all my family and my wife and her family. Sadly, my brother never got to meet my wife and her family, and it is one thing in life I wish I could change.

[NoDepositCasinos]

He definitely has a solid background for the role, but I wonder whether he’ll be able to deliver on what he’s aiming for. 1xBet is a huge company with a presence across multiple jurisdictions and many variables to consider with every decision, especially if one of the goals is to change how the company is perceived. Time will tell.