People focus on job titles and not the actual job? Simon Westbury | 1xBet

iGaming Real Talk is launching new interview series from BiS SiGMA South America. The event has matured into a perfect melting point for business in Brazil and also Latin American market. In two days, we have had conversations with leaders, experts from mature businesses in LatAm and Brazil and we talked about the regulation as well as the state of the market in Brazil after regulation. This series is brought to you by EvoVerse.

They offer custom crypto casino source code so that you can launch your crypto casino the way you want it and you can have full control over your margins and the product. This series is also brought to you by Blockotech which is your go-to platform provider for LatAm market. The Blocko Padel Tour sponsored by SiGMA also brings together global iGaming community with sport, fun, and competition across some of the events. Hello and welcome back to iGaming Real Talk.

I'm here with Simon. We're recording from São Paulo from SiGMA in Brazil. And I'm very excited to have Simon on board with us. I've known Simon since many years.

2019 we were 2019.

2019 when I was working at SiGMA and he was at another tech company. And Simon, to be very honest, I've been seeing you a lot on my LinkedIn feed. There's a lot of activity going on as well. So, I'm just curious, right? Like, you've been in the industry for decades as far as I know and...

18, 18 or 19 years. I can never work it out.

Okay, almost two decades.

Yeah, we're going on nearly two decades.

Yeah, and you've worked at many tech companies, predominantly technology companies as I mentioned.

Mainly on the supply side. This is the work you're working at 1XBet. It's the first time I've been on the operator side and it's interesting to see the world from another perspective.

Yeah, you've been very respected in other roles and you know, you've taken off a lot of other areas as well. So, so what I'm curious is how is it to accept a position on the operator side, especially with a company like 1X, you know?

I think and I've mentioned it previously that the interview process was long. There was lots of questions that needed to be asked by both sides, but it was a challenge and an opportunity and I've never taken the easy route in life. And I think from my perspective, there was a story to tell. The majority of the my colleagues before joining and I wanted to tell their story and they're really, really nice people. And this industry has always been about people.

And it's the people that make you special to me. So, if I hadn't got on with them on a personal level, I wouldn't have taken the opportunity, but I like them and they were really committed to the path that we're taking. So, for me it was a no-brainer.

Are you kind of like their golden boy to kind of set right about the story?

I don't know if I'm golden boy. I work hard, I know that. And it's a continuous, very cliche of trying to hold me back saying it, but I'm going to say you know, no day is the same. I wake up with a plan and I've started talking about spaghetti cuz I'm drawing lots of lines and trying to bring things together to then report upwards on what we're doing. So...

What does it mainly involve like your role as strategic advisor?

As I was saying, there's a lot of stuff around compliance. There's a lot of stuff about moving 1XBET's perception in the industry forward, doing a lot of media work with you guys. As you say, I've been in the industry a long time. I can help maybe with this beginning analogy. I can help bring in A and B's together, so maybe a bit like a football agent. I'm there brokering deals and there is something and I'd love to give you an exclusive.

I know Emma did in Dubai, but there's something coming relating to player protection that we've been heavily involved in.

Wow.

But I just can't announce it. I really wish I could, but there's going to be a continued focus on this player protection from 1XBET and I'll be at the forefront of that as well, so that's going to become one of my key responsibility.

Wow, I love what you're saying. Player protection, I think is one of the most if we can say noble causes in our industry, right? So, if we look at 1XBET as a brand... I know where we're going, yeah. [laughter] Do you think there is a bit of very mixed reputation based on, of course, before your joining?

I think, look, everyone's got a story. That's how I'd answer that. We were talking before we went on there about how I met you in 2019. A lot of the historical noise, I'll call it that, relates to that period. And so, I look how far you've come since 2019.

Exactly. I wouldn't imagine it that time, yeah.

So, I think, look, it takes time. Of course, it's a strong brand. It has many licenses as far as I'm aware, subject to correction. We have 35 plus local licenses. That is growing. We're live here in with our license here. So, actually, the journey into regulated markets has been longer than many people think. It dates back 2017 when we really accelerated. I could go to like I say, 2007. We've got Curacao license, but I don't know if that really counts these days.

So, 2017 and then it really accelerated in 2020. So, we've got licenses in Ireland, in Western Europe and Spain. We've got a license here. We've got a lot of licenses in Africa. So, the story's been there. It just needed someone to tell the story and I'm right. I'm lucky enough to have been chosen to tell the story. But, as I said at the start of this interview, there's a lot of talk in this industry.

Yes.

And if by nice talking in iGaming real talk, if I needed to ensure that 1XBet were committed to the path that they were showing to me and they've been more than committed and gone further than I would have even hoped for on joining it.

So, which brings me to the next point, which is also like yet the company operates in grey areas where it's still a little bit unregulated. So, does that make the job tough, challenging in terms of like setting the image right, setting the story right, especially when we are licensed when you're licensed in Brazil?

I think that we go any license application is based on a business...

Yes.

And I think we could sit here and talk for hours about regulation and how some jurisdictions are making it unfriendly for operators to be there and I would argue driving people off. Sure, but I think from the 1XBet perspective, and it kind of links into your previous question is about local licenses, it's about ensuring the partners we work with meet the highest standards and I think that's been a real evolution since 2019, which is where I think you're referring.

Yeah.

So, make sure that everyone we work with meets our standards and they're very high standards, though. And also, we've done a lot of work on empowering my colleagues to perform and make sure that we're known for the right reasons in the market. And I think I loop it back. Everyone has a story, Surya. And I don't think anyone can really be the policeman of the industry because if No, many people were...

After all, we are iGaming industry.

I think these exhibitions that we love coming to would have as many stands on the floor. So, I think that it's an evolution, it's a progression. But most importantly, it's a commitment. And we're committed. It doesn't happen overnight. You know it doesn't. We're a big organization.

I think the commitment is seen with you being on board as well as the talks and the activities that you are doing being the front face of the company because I've just seen in the last 2 months or so amazing activity. Like almost every week I see something new from you. I'm like...

Yeah, and the thing is we're trying to stay relevant and that's the challenge. You know, when we discussed this, I don't want to sit here and say what I've said before. Yeah, of course there's messages I want to re-emphasize. That's part of changing and challenging perception, but keeping it fresh has been a challenge so I had to be fair.

Yeah. I well I mean thank you for keeping it real and keeping it also what it is, you know, in terms of your position as well as what is the commitment when we look forward to the next few years at the brand.

At the end of the day, as I said, this industry is about people. I love the people. It's not as big as industry as people think it ought to be. The key decision makers make the decision. We need to be in a position where people get on with each other. I've mentioned it before, you know, I think there's a talent challenge in the industry at the moment.

Big one.

I think there's a lot of people with focusing on job titles and not the actual job.

It's true.

But I think we'll see that in 4 or 5 years that the industry's going to suffer a little bit because you know, I go back to when I joined the industry. People driving the industry were Norbert Teufelberger at Bwin, Gigi Levy at 888, you know, Jim Ryan at Party Gaming, my mate Roger Withers at Playtech, Tom Hall. I mean these guys were visionary.

Yeah.

And I think we've stagnated a bit. And actually, I think also, and I'll say this, I fell into iGaming and I stayed because I loved it. How many people now come into iGaming because they love it or they want the money or the fun of it. And I think you have to love what you do, and I'm very lucky to love what I do.

That's that's very good to know. I think it's a very good place to be. It's a position of contentment as well as I think that that helps in how we show up to the people around, and it's also enjoyable to everyone around when we are content with ourselves.

I think I realized I did I've got a lot of what I've done in my career in the different companies, different cultures by determination. And now I reflect on it and I go, "If I used language differently." Look, I'm not unhappy where I am. I'm working for one of the biggest gaming companies in the world. I'm very happy. But actually, you look back and go, "Were there missed opportunities for me to improve?" And obviously, if I improve, the company I work for improves.

And actually, determination isn't infinite, and it bites tiring. And I'm getting old, so I need to find new ways of doing it rather than just being a determined I won't use the word. Just say determined.

All right. I mean, if we look at your experience, right? You worked with Armenian tech companies. You worked with you know, Russian tech companies as well.

Cypriot. They're Cypriot. We're based in Cyprus. I mean, the ownership is obviously the founders are originally from Russia, but we're based in Cyprus, offices in Cyprus, a multicultural staff. And even the owners now have Cypriot passports, so I understand the Russia aspects, of course, but...

Yeah, that's part of the deal. Going to about to ask like, how is the different cultures and business style in terms of working when it comes to what you have seen in your past?

It's always about people. And I think, you know, and I'm not going to mention companies, but certain cultures are a bit more emotional. Some are more direct. You know, like one is but it's very clear what their expectations are of me. I deliver, we work, and we work, and it's non-stop. Other cultures are a bit more involved in processes and the challenges around that.

Now, one is better has amazing processes, but they match the velocity I work out and I work at a great velocity. Yeah, and if I stand still, my mind starts thinking it's not good for anyone. Yeah, so actually for me is is perfect. I mean, I work for a mile which is a Canadian company and the challenge of that is Canadians are genuinely nice people.

Canadians, yeah, they're the nicest people.

I was always a bit grumpy when I used to go and get my morning coffee in Calgary, especially in December it was minus 16. And my colleague said to me the coffee shop, "Simon, they're saying have a good day." I said, "Yeah, but they don't mean it." And they're like, "No, they do." I was like, "So." I think one thing I've learned though, don't go into any cultural company cuz you're obviously employed for a reason and tell them what they're doing is bad or rubbish.

Yeah.

Tell them how they can improve because I've seen many international hires go into many companies and basically just rip the company apart. That's not beneficial to anyone. Now, that is how you have to approach it in constant evolvement because when you solve this little problem, then you solve that problem.

Yeah.

If you go in on day one and you tell the whole staff this is rubbish, that's rubbish, then you can't get buy-in. Exactly. I think I may have done it on the odd occasion, not knowingly, but I think again it's come back to language and being aware of how we project ourselves.

Fantastic point there. Looking ahead next one year, one and a half year, what's the plans for 1xBet in terms of Brazil, LATAM, as well as the region in general?

I think it's more licenses where they come available in the markets that we're in. We want to be number one, it's in our name. We don't We come in to be the best in the market and I think I don't want to bore you with too much, you know, sales marketing item, but you know, it is built around three key core pillars. Market leading products, you know, digital acquisition of media, sponsorship where allowed, and player protection.

And that's all going to go quite more licenses and that's where we want to go. You know, I want to be number one. It's not easy, but we give it a go.

Fantastic. Thank you for sharing. Thank you for giving your perspective as well as being real in terms of what it is rather than what it's supposed to be.

Yeah, I mean, at the end of the day, people will always debate what is. And, you know, a very good friend of mine who was a lawyer said to me, "Simon, truth is a flexible concept." Think about that. And I say maybe to the viewers, think about truth is a flexible concept. It's an interesting concept to understand. It's very interesting concept.

I personally believe it's all about perceptions and perspectives because everyone has their own like as you say story, I say everyone has their own perception and perspective. It is shaped by their own experience.

And perception is everything because some perceptions are so ingrained before people even like even the guy that was speaking to us before we come. I saw you with your cap yesterday and the tracks didn't want to bother you. Like even when you don't realize you're doing it, you're projecting.

Yeah, yeah, yeah.

And that impacts people's perception. I like perception. Perception's perspective is also good. Truth is a flexible concept.

Yeah, yeah. There's no right or wrong. There's no good or bad. Everything is perspectives and perceptions.

Of course. And there's a lot of things that people don't say that are going on in the background which influence how people behave and how they move forward.

That's it, guys, for today. Simon, thank you for joining. Thank you for being real as well as clearing up some things that I also had in all my mind just for the sake of understanding. So, I appreciate you being here.

Of course. And as I've always said, if anyone wants to ask me a question, come and ask me. You might not like the answer, but I will give you the answer.

Cool. That's it, guys, from SiGMA Paulo here with Simon from 1xBet. Do like, subscribe, follow Simon as well. And the journey towards newer and more important things across player protection as well. They have a big announcement coming up soon. So, you'll hear from Simon about it and thank you for watching. Do like, subscribe, as well as share your thoughts in the comments below. Maybe if you're watching, maybe you had these things on your mind.

If you want to ask a question to Simon, do drop in the comments and we will get back to you. Thank you so much.