International online betting company 1xBet is flexing its responsible gaming chops with the launch of a new business arm focused on the practice.
The Cyprus-based company’s 1xCare arm is a platform focused on player protection, responsible gambling, and harm prevention across the global industry.
Focal areas will be research, education, technology and player well-being, with 1xBet looking to consolidate these under a unified framework and collaborate partnerships.
1xBet hopes for 1xCare to become an international hub for responsible gambling excellence and best practice.
“Responsible gambling is not a slogan; it is a duty,” said Simon Westbury, 1xCare Chairperson.
“1xCare was created to support a more informed, transparent, and sustainable gambling ecosystem — one where player protection and well-being are central.”
Responsible gaming has become an increasingly important focus for 1xBet in recent years as the company embarks on a strategic pivot to focus on regulated markets.
This new focus on responsible gaming has included the creation of a series of reports, the International Player Safety Index, with research conducted by SBC Media.
The company’s new 1xCare division has four key pillars:
- A Research Hub focused on supporting evidence-based studies on gambling behaviour, addiction risks, and emerging technologies.
- EduCare, a platform for promoting responsible gambling education and awareness, and ethical standards across operators, sports and communities.
- TechShield, focused on advancing responsible gaming technologies such as early risk detection tools.
- A support and wellbeing division, which will look at how access to counselling, helplines and holistic support services can be improved through grants and partnerships.
Westbury asserts that 1xCare is a platform “built to contribute, not to complete”.
He continued: “We look forward to working alongside existing experts and organisations that share the goal of better protecting players and building greater trust in the industry.”
