The appointment of the experienced executive signals a new chapter for the global betting brand, focusing on long-term strategy, market expansion, and industry leadership.

1XBET, the global gaming and technology brand, today announced the appointment of Simon Westbury to the role of Strategic Advisor. This move underscores the company’s commitment to appointing industry expertise to steer its next phase of global growth.

With over a decade of board-level experience in iGaming, Westbury will advise the 1XBET leadership on its international strategy, guiding sustainable entry into new markets and shaping the brand’s approach to key industry initiatives. His track record in driving strategy across B2B, sports, and media operations will be instrumental in executing the company’s long-term vision.

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Commenting on his new role, Simon Westbury stated: “What truly drew me in was the leadership’s clear and ambitious vision for the future of the 1XBET brand. It’s rare to see a company with this scale and global presence so committed to a new phase of strategic evolution. My role is to act as a bridge, providing the guidance and structure needed to help the team channel their ambition into sustainable, long-term success. I’m genuinely looking forward to helping shape this new chapter.”

Quote from 1XBET Company Spokesperson: “We are delighted to welcome Simon Westbury to the 1XBET team. His appointment comes at a pivotal moment as we continue our global growth strategy. Simon’s unparalleled industry expertise in operational processes, combined with his profound understanding of the broader industry landscape and its stakeholders, will be invaluable. We are confident that his strategic guidance will be instrumental in navigating new market entries and addressing the evolving challenges and initiatives within the sector. This collaboration reinforces our commitment to strengthening our leadership team with seasoned experts who can drive our long-term vision and solidify our position as a forward-thinking industry leader.”

The appointment marks a deliberate step in 1XBET’s strategy to reinforce its global footprint. Bringing in an external advisor of Westbury’s calibre highlights a clear focus on continuous improvement, change management and the ambition to set new industry benchmarks.

His advisory role is effective immediately.

Provider’s flagship real-money virtual football management game launches with iconic betting brand

Playbook Fusion, the pioneering new studio that combines the worlds of sports betting and video gaming, today announces that its flagship Playbook Football™ is now live in the UK with Ladbrokes.

Ladbrokes customers are the first to experience Playbook Football™, a unique, real money virtual football management betting game that enables players to build their own team, place bets, receive in-game rewards, climb divisions and compete on leaderboards.

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Playbook Football™ is delivered via Playbook Fusion’s proprietary RGS platform and supported by Playbook Fusion’s exclusive distribution partner, Games Global. The launch follows the recent announcement of Playbook Fusion’s licence from the UK Gambling Commission and certification with eCogra.

Steve Rogers, Founder and CEO at Playbook Fusion, said: “Playbook Football™ is here to change the game for sportsbook operators, and we are thrilled for it to debut in the UK with Ladbrokes.

“Uniquely, we have developed a gambling product that marries the skill, team building and persistence of video gaming with the opportunity to place bets. With Playbook Football™ players have control over the teams they build and can use skill and strategy to improve team ratings over time – it’s like nothing else on the market and sits in a category of its own.

“We look forward to working with the Entain team to engage players and deliver the interactive, strategy-led football betting experiences that we know they are now seeking.”

Octoplay partners with Midnite, continuing its rapid expansion across the UK

Octoplay partners with Midnite, one of the UK’s fastest-growing operators, marking the company’s sixth UK partnership in the past year. This latest integration strengthens Octoplay’s position alongside tier-one operators, including William Hill, Rank Group, Flutter Entertainment, and LeoVegas.

The Midnite partnership comes as part of Octoplay’s aggressive expansion strategy, following its successful entry into New Jersey through BetMGM and continuing a streak of new partnerships secured every month since 2024. The collaboration will expand further with plans to integrate Octoplay’s premium jackpot suite, Jackpot Hunt, across Midnite’s network, solidifying the company’s position as a go-to partner for tier-one operators across European and North American markets.

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Ralitsa Georgieva, Director of Business Development at Octoplay, says: “Midnite has established itself as a standout operator in the competitive UK market, and we’re pleased to bring our content to their growing player base. This partnership strengthens our UK presence and demonstrates our commitment to working with operators who share our focus on delivering premium gaming experiences.”

Chelsea Pinho, Senior Casino Manager at Midnite, adds: “We’re delighted to welcome Octoplay as our partner, whose portfolio has proven to resonate strongly with the UK audience”At Midnite, we’re committed to reshaping the UK’s iGaming landscape, and Octoplay’s innovative products give us full confidence that they’re the ideal partner for our mission to deliver exceptional gaming experiences.”

The Midnite integration represents another milestone in Octoplay’s rapid market expansion, which has seen the company secure partnerships with over 80 operators across multiple regulated markets. This UK growth runs parallel to Octoplay’s North American success, where the company recently entered New Jersey through BetMGM and secured provisional licensing in Michigan, demonstrating its strategy of simultaneous expansion across Europe and North America.