1xCare launches as global responsible gambling initiative focused on player protection

1xCare has officially launched as a new initiative focused on responsible gambling, player protection, and harm prevention across the global gambling industry.

Established by the owner of the global brand 1xBet, 1xCare will support responsible gambling through research, education, technology, and partnerships aimed at improving player well-being. 

“Responsible gambling is not a slogan; it is a duty,” said Simon Westbury, Chairperson. “1xCare was created to support a more informed, transparent, and sustainable gambling ecosystem — one where player protection and well-being are central.”

The organisation’s activities will be guided by four core pillars. The Research Hub will support evidence-based studies on gambling behaviour, addiction risks, and emerging technologies while promoting transparent public reporting.

EduCare will focus on responsible gambling education, awareness campaigns, and the promotion of ethical standards across operators, sports organisations, and communities. TechShield will advance responsible gambling technologies, including tools that help identify at-risk behaviour early and enhance safer player experiences.

Meanwhile, Support & Well-Being will improve access to counselling, helplines, and holistic support services through grants and partnerships with qualified organisations.

1xCare operates under dedicated governance structures, including an Advisory Committee, and plans to publish regular impact reports outlining the progress of its initiatives. The organisation also intends to work with regulators, researchers, and civil society organisations to advance responsible gambling initiatives.

“1xCare is built to contribute, not to compete,” said Westbury. “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.”