International online betting firm 1xBet is attempting to shine light on the regulatory commitments betting firms uphold but also the challenges this undertaking faces.

The company, sometimes described as the biggest betting firm in the world with presence across a huge range of markets, has been trying its hand at investigation and market analysis this year.

Citing data from its International Player Safety Index: Western Europe, 1xBet asserts that 63% of operators consider player protection an important task but 42% are unsatisfied and 26% uncertain about what the firm calls ‘the quality of regulatory guidance’.

The company is likely going to make its case on this topic during SBC’s Player Protection Day taking place later this week on 12 November. Simon Westbury, the firm’s Strategic Advisor, will present and discuss the findings of the firm’s research conducted with SBC Media.

“This isn’t about pointing out issues — it’s about working together on solutions and building bridges,” Westbury remarked. “Operators and regulators ultimately want the same outcome: a safe, sustainable, and trusted marketplace. The challenge lies in turning shared intent into shared standards.”

Problems and solutions

International operators are facing an increasingly fragmented landscape from a regulatory point of view, with those active across the widest range of markets understandably subject to the widest range of regulatory requirements.

This can clearly be seen in Europe, with marketing being a good example. Bans on advertising are in effect in markets like the Netherlands, Italy and Spain, while others like Germany have strict standards in place, and others like the UK may appear more liberal but also see often very confusing guidance issued to operators.

On top of this there is also the often-discussed issue of black market activity – something that many high-profile multinational operators have been accused of – and the challenges this presents for regulators.

With the firm now seeking to take regulatory challenges head on, 1xBet argues that inconsistent frameworks, a lack of operator-regulator collaboration, and the absence of ‘shared definitions of success’ between the two are the key challenges both the industry and the authorities overseeing it should address.

The firm has remarked on a number of areas it believes operators and regulators need to probe further – protection triggers, light touch financial risk checks, use of multi-operator intervention tools, sharing of benchmarks and lessons between operators and regulators, and the use of AI workflows tested prior to use.

“At 1xBet, we believe protection should be built-in, not bolted-on,” Westbury said. “That means earlier engagement, consistent frameworks, and practical guidance operators can apply proportionately across jurisdictions.

“Through open dialogue, data transparency, and empathy, we can design systems that genuinely protect players, without pushing them into unlicensed spaces.”