1xBet Accelerates Global Expansion with Brazil License; Strategic Advisor Denies "Pivot" While Citing Regulated Growth

1xBet advisor Simon Westbury discusses the operator's strategy to secure 34+ global licenses, including Brazil and Spain, while shifting toward regulated revenues.

By: AXL Media

Published: Apr 8, 2026, 11:13 AM EDT

Source: Information for this report was sourced from the iGB

From Controversy to Regulatory Participation

Founded in 2007 and headquartered in Cyprus, 1xBet has spent the last several years working to transition from a brand often associated with controversy to a "top five" global player rooted in legal compliance. A key milestone in this journey was the February 2026 announcement of its license acquisition in Brazil, a market that officially launched in January 2025. Strategic advisor Simon Westbury told iGB that this shift is not so much a sudden pivot as it is a maturation of the company’s long-term strategy, which has focused on "structured regulatory participation" to ensure long-term sustainability and operational certainty.

A Diversified Portfolio Across Three Continents

While 1xBet’s footprint is global, its most significant licensed presence is currently in Africa. The operator holds approximately 25 licenses across the continent, including major markets such as Nigeria, Ghana, Kenya, Senegal, and Cameroon. In recent years, however, the focus has expanded toward high-barrier jurisdictions in Europe and South America. Westbury pointed to the company’s licenses in Spain and Ireland as its proudest regulatory achievements, citing the "stringent standards" required to successfully navigate those application processes. In Latin America, the brand now counts both Brazil and Peru as key pillars of its regulated growth.

Parallels with Industry Leaders bet365 and Yolo Group

The trend toward regulated revenue is not unique to 1xBet. The operator’s strategy mirrors recent moves by industry giants like bet365, which famously exited the Chinese market in late 2025 to focus on sustainable "point of consumption" revenues. Similarly, Yolo Group recently announced a strategic pivot away from grey markets to prioritize long-term value over "quick cash." For 1xBet, the move into regulated spaces provides a "bridge" to challenge historical industry perceptions and build legitimacy with both players and international regulators.