1xBet made a strong showing at SBC Summit Malta 2026 (April 28-30, St. Julian’s), where its team at booth B40 welcomed visitors with a dedicated bar area for networking and drinks.

Numerous guests had the opportunity to get answers to questions about 1xBet and its partner program, 1xAffiliates, as well as to participate in prize draws.

Profit vs protection: Who is building the industry we deserve?

In addition to engaging directly with visitors at the booth, the 1xBet team took part in key panel discussions and workshops. In particular, 1xBet’s strategic advisor, Simon Westbury, shared his insights on the industry’s future during the workshop Profit vs Protection: Who Is Building the Industry We Deserve?

He reminded attendees that safer gambling is not a formality but a strategy, since in a secure environment, customers play longer and generate more revenue. At the same time, for maximum effectiveness, player protection should be soft and educational rather than clinical or intrusive.

Simon Westbury also drew special attention to the changing public perception of the industry. While gambling used to be associated primarily with excitement and emotion, it is now viewed more negatively. This shift is pushing governments in many countries to focus on taxation rather than effective industry regulation.

According to him, if this perception does not change within five years, regulated markets could become unviable, and players may turn to the illegal sector. The solution lies in building a sustainable future where businesses profit from the loyalty of protected customers.

“If you don’t create a sustainable environment and commercially viable regulatory models. The money will end up somewhere else, where we have no control, and the player has no safeguards. So let’s create a place where players can enjoy safe gambling and truly benefit from it,” noted 1xBet strategic advisor Simon Westbury. 

Against this backdrop, Simon Westbury urged industry representatives to move away from short-term profit chasing and box-ticking compliance, and instead focus on long-term strategy and genuine player protection. In his view, all stakeholders should adopt a unified approach and consistently explain their activities to the public to restore gambling’s reputation as an engaging and transparent industry.

Betting predictions and market movers

In turn, 1xBet strategic consultant Chris Bird dedicated his speech to the most important sporting event of the year. As part of the panel World Cup 2026: Betting Predictions and Market Movers, he emphasized that the tournament will mark a turning point for the market, driven by a shift from reactive marketing to real-time communication. According to the expert, the main focus should be on fan emotions and the involvement of influencers who create entertaining content and keep audiences engaged before and after matches.

“Fans always come first. This football tournament is emotional, not just transactional. Does the expanded format help or weaken it? Do fans still put their country first? Or are they now following content creators, ideas, and emotions? If we don’t understand the audience, then in my opinion, all these products don’t matter,” noted 1xBet consultant Chris Bird. 

Chris Bird also highlighted new opportunities for offline venues aiming to become hubs not only for watching matches but also for placing bets on them, opening up additional business niches. 

AI under the microscope: Regulation, responsibility and the next frontier

Another 1xBet consultant, Quirino Mancini, took part in expert discussions at SBC Summit Malta 2026, moderating the panel AI Under the Microscope: Regulation, Responsibility and the Next Frontier.

According to new regional reports from SBC Media / 1xBet International Player Safety Index, Latin America has made a significant leap and taken a leading position in the practical implementation of AI, driven by new regulatory frameworks that prioritize innovation.

Meanwhile, Western Europe leads in regulatory development and responsible AI governance, but is acting more cautiously due to concerns about privacy and compliance.

Africa lags in AI adoption but demonstrates the highest level of optimism and the clearest “AI or nothing” approach, provided that regulators and operators can jointly address issues related to cost, the illegal market, and education.

All three reports paint a clear picture: AI is no longer an optional tool but a critical frontier for player protection. The region that best balances rapid implementation, robust regulation, and genuine player education will set the global standard for AI over the coming decade. 

Summing up

1xBet’s active participation in SBC Summit Malta 2026 reaffirmed the international brand’s industry leadership, as its experts tackled critical betting sector challenges and proposed innovative solutions during key panel discussions.