Throughout 2025, 1xBet reaffirmed its standing as a global iGaming leader, supported by strategic alliances and multiple prestigious awards.
Big picture insights
The company actively applied a systematic approach to strengthening its presence in strategically important markets. The appointment of Simon Westbury as Strategic Advisor gave the brand’s development fresh momentum.
Together, these factors made 2025 a year of consolidation, scaling, and steady progress for 1xBet.
Simon Westbury Joins 1xBet to Support Global Expansion and Growth
With Simon Westbury joining the 1xBet team as Strategic Advisor in 2025, he strengthened dialogue with regulators and supported long-term positioning in international markets.
Simon Westbury’s expertise in regulation, public communications, and strategic development enhanced 1xBet’s capabilities in navigating multi-level jurisdictions and complex regulatory environments.
”2025 proved to be a transformative year for 1xBet and myself as we sought to engage in strengthened, meaningful and deeper dialogue with the wider igaming industry. 2025 was the start of the journey and I am very excited to deliver on our mutual goals and exceed expectations both internally and externally.”
Throughout the year, he represented the brand at leading industry events, such as SIGMA Euro-Med, SBC Summit Lisbon, SIGMA Central Europe, and SBC Summit Tbilisi, where he took part in discussions on the future of the industry, the balance between innovation and regulation, as well as the role of responsible operators in shaping a mature market.
Simon Westbury’s presence at the FIBA EuroBasket final in Riga, organized by 1xBet’s partner FIBA, highlighted the brand’s close connection with the international sports community and its engagement in key events on the global sports calendar.
Big Names, Strong Alliances: 1xBet’s Partnership Power
In 2025, partnerships remained a key indicator of 1xBet’s sustainability and reputational strength. Collaboration with leading sports organizations reflects not only the brand’s marketing activity but also the level of trust from industry institutions, leagues, and federations.
In 2025, the company extended its partnership with the Paris Saint-Germain football club for another 3 seasons, reaffirming 1xBet’s reliability as an official betting partner. At the same time, the brand expanded its presence in tennis by signing an agreement with the series of ATP Challenger Tour events and the Billie Jean King Cup, further diversifying its sports portfolio and reaching key audiences.
In 2025, special emphasis was placed on local partnerships. 1xBet consistently develops collaborations with clubs and sports organizations that play an important role in their respective regions. Among the new partners, it’s worth highlighting Caracas FC, Yangon United, Barcelona S.C., Xelajú MC, Yaguarete Fighting Championship, and MIBR’s VALORANT Team. These agreements have allowed the brand to further integrate into local sports ecosystems and find its way into fans’ hearts.
The ambassador strategy also continued to evolve: Heinrich Klaasen and Oussama Assli joined the brand, while the partnership with Dave Leduc was renewed. These figures strengthened an already established portfolio of top-tier collaborations, which includes FC Barcelona, Paris Saint-Germain, the Italian Serie A, CAF, FIBA, the Billie Jean King Cup, and Volleyball World.
Industry Recognition: Celebrating Excellence on the Global Stage
2025 became a year of systematic recognition for 1xBet by the professional community. Receiving leading industry awards confirmed the high quality of the product, marketing solutions, and brand expertise.
Participation in the largest international exhibitions featured appearances by iconic football club legends, including Luis Garcia, Gregory van der Wiel, and Claude Makélélé, as special guests. At SIGMA Euro-Med, the Prime Minister of Malta, Robert Abela, was the guest of honor at the company’s booth.
The awards received in 2025 highlighted the brand’s strong positions across several areas, including mobile solutions, crypto products, user experience, marketing, and sports betting.
By the end of the year, 1xBet won a number of key iGaming industry accolades:
- International Gaming Awards – Mobile Sports Product of the Year;
- SIGMA Eurasia Awards – Best Crypto Operator;
- SIGMA Africa Awards – Best on Mobile;
- SIGMA Americas Awards – Best Sportsbook Operator;
- SBC Europe Awards – Best Marketing Campaign and Sponsorship of the Year;
- SBC Awards – Marketing Campaign of the Year;
- SIGMA Euro-Med Awards – Best Casino Operator;
- SIGMA Central Europe Awards – Best User Experience;
- SIGMA South Asia Awards – Best Online Sportsbook & Best Cricket Betting Product.
Latin America
The Latin American market is characterized by high audience engagement, a strong sports culture, and growing regulation. All of these factors require a comprehensive approach from companies operating in the region, which became a priority for 1xBet.
A significant step was obtaining a license in Guatemala and launching a partnership with the CSD Xelajú MC football club. It strengthened the brand’s position in the local market and underscored its commitment to operating within the legal framework and collaborating with national sports institutions.
In Peru, development was driven by a local license focused on esports and digital communication channels. Collaborations with popular streamers Benjaz and MR Choco, as well as with football podcasters, enabled 1xBet to build organic engagement with a young, tech-savvy audience.
Social responsibility became a separate focus area. In 2025, 1xBet launched a CSR project dedicated to responsible gaming in several Latin American countries. This initiative became part of the company’s long-term strategy to support sustainable development and build mature relationships with players.
In many countries across the region, following detailed optimization of payment solutions, the brand ensured stable operation of the most in-demand payout methods, directly improving the user experience and audience trust. Additional localization of events and content helped increase conversion, while the product model was successfully adapted to various collaboration formats, including CPA, CPI, CPM, revenue share, and fixed schemes.
In 2026, the company plans to scale both its partnership activities in the region and its social initiatives, strengthening its presence through local events and institutional agreements.
Africa
In 2025, Africa remained a region of comprehensive, multi-layered development for 1xBet. The brand consistently combined sport, culture, and social initiatives. Its regional presence strategy was built around local identity, community engagement, and product adaptation to real user scenarios.
Significant attention was paid to ambassador programs. An essential strategy element was the fusion of sport and culture. Throughout the year, local influencers and opinion leaders joined the brand, including Drama T and Sat-B in Burundi, Ferre Gola in the Democratic Republic of the Congo, Jizzle in Gambia, Tidiane Mario in Congo-Brazzaville and Tenor in Cameroon. This approach allowed the company to move beyond traditional sports sponsorship and integrate into a broader cultural context.
At the same time, the company expanded its collaboration with sports organizations. New partners included FC Bamenda in Cameroon, the Cameroon Basketball Federation, the Burundi Football Federation, and Mathare United FC in Kenya. As an official partner of the Confederation of African Football (CAF), the brand continued supporting major competitions across the continent and building anticipation for AFCON – one of Africa’s most watched sporting events.
1xBet also supported a range of initiatives focused on social responsibility, grassroots sport, and education. For instance, the 1xBalance project evolved into full-fledged platforms for dialogue with audiences on the principles of responsible and conscious gaming. In 2025, the 1xBalance initiative reached more than 10 million users, attracted between 300 and 500 new followers in each active region, engaged over 4,000 participants in challenges and contests, and facilitated the distribution of 201 promo codes across the brand’s social media channels.
Another key initiative, the 1xCup, played a central role in Nigeria and Kenya. In Nigeria, 1xCup supported grassroots football through large-scale amateur tournaments combined with digital visibility, while 1xWoman focused on empowering women in sport through education and mentorship. In Kenya, the Waziri 1xCup combined multi-sport competition with tangible community support, strengthening youth sport and local infrastructure.
Additionally, 1xBet received the Best Sponsorship Programme Award at the Gaming Operators’ Gala & Award Night for its contribution to sports development in Nigeria through the 1xCup project.
Product development in the region also remained a priority. In 2025, an iOS app was launched with the betting line expanded in the DRC; the local Ligue A football competition was added in Burundi, while the transition to the V3 platform was completed in several countries. In Ghana, the registration process was optimized, and the selection of popular games in the casino section was expanded, improving platform accessibility and convenience.
A Global Affiliate Engine Driving Growth
In 2025, 1xBet’s affiliate program, 1xPartners, remained a key driver of the company’s growth. In a highly competitive environment, the project enabled the brand to scale by leveraging partners’ local expertise and flexible collaboration models.
Launched in 2016, the affiliate program now brings together more than 500,000 participants from over 150 countries. This scale allows 1xBet to operate effectively across multiple regions, address local market specifics, and maintain sustainable development at the global level.
By the end of 2025, the program demonstrated steady growth and a noticeable increase in the number of active participants. 1xPartners secured a leading position in over 70 countries and focused on promoting its products in approximately 10 priority regions. Throughout the year, the program’s geographic reach was further expanded by entering several new markets.
A major milestone was the comprehensive redesign of the affiliate platform. The update was aimed at improving usability and efficiency: an enhanced interface, updated structure, and mobile optimization made onboarding and day-to-day interactions with the program simpler and more intuitive.
The brand values its partners and rewards their activity in various ways. For example, at SIGMA Central Europe, a prize draw was held for an iconic Omega watch, favored by James Bond and NASA astronauts. Such initiatives highlight the long-term nature of collaboration with 1xBet.
Furthermore, a new APK build was developed and launched during the year, expanding partners’ technical capabilities and simplifying work with the product across different regions.
Overall, in 2025, the affiliate program reaffirmed its role as a stable and transparent growth tool, combining scale, advanced technology, and a focus on long-term partnership.
What’s Next: 1xBet’s Plans for 2026
The brand continues to prioritize strengthening its positions in key regions through licensing, local partnerships, and closer engagement with regional communities. The company’s long-term vision and commitment to sustainable global development are something the clients and partners can be confident in. This approach will allow 1xBet to remain one of the iGaming leaders and consistently consolidate its position on the global stage.
