Simon Westbury

Westbury has built a career spanning over 15 years in the global gaming industry, with a focus on commercial strategy, B2B development and executive leadership. During his tenure at Digitain, he played a central role in expanding the company’s international footprint, helping to grow its partner network across Europe, Asia and the Americas. As Chief Business Officer, he oversaw cross-functional teams and led commercial initiatives that supported the platform provider’s rapid growth.  Additionally, as CEO of Sport Generate – a Digitain Group subsidiary – Westbury was responsible for shaping the company’s direction during its formative stage, guiding both product strategy and market positioning. More recently, his appointment as Strategic Advisor to 1xBet in 2025 marks a shift toward strategic and corporate advisory work. Westbury has built a career spanning over 15 years in the global gaming industry, with a focus on commercial strategy, B2B development and executive leadership. During his tenure at Digitain, he played a central role in expanding the company’s international footprint, helping to grow its partner network across Europe, Asia and the Americas. As Chief Business Officer, he oversaw cross-functional teams and led commercial initiatives that supported the platform provider’s rapid growth. Additionally, as CEO of Sport Generate – a Digitain Group subsidiary – Westbury was responsible for shaping the company’s direction during its formative stage, guiding both product strategy and market positioning. More recently, his appointment as Strategic Advisor to 1xBet in 2025 marks a shift toward strategic and corporate advisory work. Westbury’s career began in the mid-2000s within business intelligence and conference production roles, notably with IQPC and The Energy Exchange. His aptitude for planning and stakeholder engagement quickly became clear, leading to positions of greater responsibility at Terrapinn and UGS Pay, where he began sharpening his skills in sales management and negotiation.  His formal entry into the gambling sector came in 2010 when he joined Amaya as a Sales Manager. This was followed by a consultancy position with Betsoft Gaming, where he continued to build relationships within the online casino and virtual gaming markets. During these years, Westbury developed a practical understanding of B2B dynamics and the commercial structures that drive success in the sector.  In 2015, Westbury joined VSoftCo, a virtual sports software provider, where he served first as Sales Director and later as Chief Commercial Officer. In these roles, he managed client relationships and oversaw expansion efforts into key international markets, including Latin America and Africa. His time at VSoftCo helped shape his approach to partnerships, product positioning and operational alignment.  Westbury moved to Digitain in 2019, initially as Head of International Development. Over the next four years, he progressed through senior roles, becoming Head of Sales and eventually Chief Business Officer in 2021. During his time in these roles, he was responsible for commercial operations and helped expand the company’s B2B presence across Europe, Asia and the Americas. His remit included overseeing sales strategy, partner development and cross-functional team management during a period of growth for the company.  In 2023, Westbury took on the role of CEO at Sport Generate, a subsidiary of the Digitain Group focused on game development. As CEO, he was responsible for steering the company through product development and organisational build-out. The position marked a shift into executive leadership, giving him direct oversight of both creative and commercial strategy in a relatively young business unit.  Following his departure from Sport Generate in late 2024, Westbury took time away from the industry before accepting a new position with 1xBet in July 2025. His appointment as Strategic Advisor signals a pivot from operational leadership to a more consultative role focused on long-term vision and corporate strategy.  In an interview with Gambling Insider, Westbury noted that his move to 1xBet was driven by a desire to work in an environment that aligned with his professional values and allowed him to apply his experience in new ways. He referenced a key upcoming project, expected to take shape in late 2025, with a focus on corporate social responsibility – a topic he has highlighted as increasingly important to his work. Westbury’s career began in the mid-2000s within business intelligence and conference production roles, notably with IQPC and The Energy Exchange. His aptitude for planning and stakeholder engagement quickly became clear, leading to positions of greater responsibility at Terrapinn and UGS Pay, where he began sharpening his skills in sales management and negotiation. His formal entry into the gambling sector came in 2010 when he joined Amaya as a Sales Manager. This was followed by a consultancy position with Betsoft Gaming, where he continued to build relationships within the online casino and virtual gaming markets. During these years, Westbury developed a practical understanding of B2B dynamics and the commercial structures that drive success in the sector. In 2015, Westbury joined VSoftCo, a virtual sports software provider, where he served first as Sales Director and later as Chief Commercial Officer. In these roles, he managed client relationships and oversaw expansion efforts into key international markets, including Latin America and Africa. His time at VSoftCo helped shape his approach to partnerships, product positioning and operational alignment. Westbury moved to Digitain in 2019, initially as Head of International Development. Over the next four years, he progressed through senior roles, becoming Head of Sales and eventually Chief Business Officer in 2021. During his time in these roles, he was responsible for commercial operations and helped expand the company’s B2B presence across Europe, Asia and the Americas. His remit included overseeing sales strategy, partner development and cross-functional team management during a period of growth for the company. In 2023, Westbury took on the role of CEO at Sport Generate, a subsidiary of the Digitain Group focused on game development. As CEO, he was responsible for steering the company through product development and organisational build-out. The position marked a shift into executive leadership, giving him direct oversight of both creative and commercial strategy in a relatively young business unit. Following his departure from Sport Generate in late 2024, Westbury took time away from the industry before accepting a new position with 1xBet in July 2025. His appointment as Strategic Advisor signals a pivot from operational leadership to a more consultative role focused on long-term vision and corporate strategy. In an interview with Gambling Insider, Westbury noted that his move to 1xBet was driven by a desire to work in an environment that aligned with his professional values and allowed him to apply his experience in new ways. He referenced a key upcoming project, expected to take shape in late 2025, with a focus on corporate social responsibility – a topic he has highlighted as increasingly important to his work. Gambling Insider spoke to Westbury following his exit from Digitain. He said: "I gave everything I could for five and a half years and I couldn't give any more. I don’t want to disrespect Mr Vardanyan (CEO) by staying and taking money that I haven't been able to deliver." We also spoke with him following his announcement as 1xBet Strategic Advisor. Westbury said: "I want to learn from past mistakes and make sure I go somewhere where I can be me, because if I can't be me, my passion's not there, and I have to have that to be successful." Gambling Insider spoke to Westbury following his exit from Digitain. He said: "I gave everything I could for five and a half years and I couldn't give any more. I don’t want to disrespect Mr Vardanyan (CEO) by staying and taking money that I haven't been able to deliver." We also spoke with him following his announcement as 1xBet Strategic Advisor. Westbury said: "I want to learn from past mistakes and make sure I go somewhere where I can be me, because if I can't be me, my passion's not there, and I have to have that to be successful."