1xBet unveiled its vision for safe and efficient gambling at SBC Summit Malta 2026

(AsiaGameHub) –   Press release.- The international betting company 1xBet participated in SBC Summit Malta 2026, which took place from April 28 to 30 in St. Julian’s.

Brand representatives warmly welcomed summit attendees at booth B40, which included a dedicated bar area. Many guests had the opportunity to receive answers to their questions about 1xBet and its partner program, 1xAffiliates, as well as take part in prize draws.

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

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

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

Simon Westbury also drew special attention to the evolving public perception of the industry. While gambling was traditionally associated primarily with excitement and emotion, it is now viewed more negatively. This shift is prompting governments in many countries to prioritise taxation over effective industry regulation.

According to him, if this negative perception does not improve within five years, regulated markets could become unsustainable, and players may increasingly turn to unregulated sectors. The solution lies in building a sustainable future where businesses can profit from loyal, 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,” said 1xBet strategic advisor Simon Westbury.

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

Betting predictions and market movers

Meanwhile, 1xBet strategic consultant Chris Bird delivered a speech focused on the most significant sporting event of the year. As part of the panel World Cup 2026: Betting Predictions and Market Movers, he emphasised that the tournament will represent a turning point for the market, driven by a shift from reactive marketing to real-time engagement. According to the expert, the primary focus should be on fan emotions and leveraging influencers who produce entertaining content and maintain audience interest before, during, 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,” stated 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, thereby opening up additional business avenues.

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

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

According to recent regional reports from SBC Media / 1xBet International Player Safety Index, Latin America has made substantial progress and taken the lead in practical AI implementation, driven by new regulatory frameworks that prioritise innovation.

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

Africa lags behind in AI adoption but demonstrates the highest level of optimism and a clear “AI or nothing” stance, provided that regulators and operators collaborate to address challenges related to cost, illegal markets, and education.

All three reports present a clear picture: AI is no longer optional but a critical frontier for player protection. The region that best balances rapid implementation, strong regulation, and meaningful player education will set the global standard for AI in the coming decade.

Conclusion

1xBet’s active involvement in SBC Summit Malta 2026 once again reaffirmed the company’s position as a leading international brand. During the panel discussions, its experts raised critically important issues for the development of the betting industry and offered solutions to its major challenges.