Chris Bird, 1xCare Advisory Committee Member, on integrity, responsibility and the future of betting. By Alan White
Chris Bird is a member of the 1xCare Advisory Committee, a dedicated non-profit initiative focused on player protection, responsible gambling and harm prevention across the global industry. His career spans sport and media, including former director roles at Manchester City and JDSports PLC. He is CEO of the Raheem Sterling Foundation.
The industry talks constantly about integrity. What does it actually mean in practice, and where do initiatives like SBC and 1xCare fit?
It is fundamental. I always say that integrity isn't a heading on a proposal. Integrity isn't a badge you wear. It is something you have to live by and deliver. That is where 1xBet sits now. Integrity isn't a line in a board pack, it is part of the DNA of the business. That is why I was delighted to get involved, because you don't often meet companies genuinely committed to doing things a new way. Plenty of people talk about sports integrity, but I'm not sure they all understand what sports integrity and customer integrity really mean. The PR people have probably told them. 1xCare actually understands it.
You have worked in this industry a long time. What has changed most in the past year?
Communities are developing more than ever. The way brands communicate with the end user is getting more sophisticated, and it is building relationships. Those relationships have to be built on trust and integrity. The winners now are the ones that have real values and deliver real value. They want to grow in a structured way that gives customers and players the best it can, and they do it responsibly.
What role should operators play in safeguarding sport, and how should they work with regulators and governing bodies?
Be at the top table. Don't be on the periphery. The days when anyone in this sector could sit on the sidelines have gone. You have to be on the pitch, you have to be one of the players, and you have to bring something to the game. That is what 1xBet is doing, and other brands are starting to switch on to it. You have to engage with the governing bodies and the authorities. If we all work together and understand what each of us is doing, the end user wins. If it stays fragmented, we never get to the same place. It is a team game, and we all want the same thing: good gaming and safeguarding.
How is AI changing the way suspicious betting patterns are identified?
AI is changing the way we all work and live, in business and out of it. The tools available now add a layer of security, creativity and research, and they can speed the process up. AI gets you to a point faster than manpower alone. The key is that oversight always has to be real people in real time. AI is there to enhance the delivery and the service, not to replace the judgement.
Where do the greatest risks around match fixing lie, and how does the industry stay ahead?
Crime is always there. What matters is how you deal with it. You need checks and balances, a sports integrity mindset, and everyone going through the right checks so anomalies get caught quickly. It comes down to having layers of process in place. The operators that don't will have a problem. The ones that do will keep match fixing and criminal activity to a minimum. People are working smarter now, with more collaboration and shared intelligence, and working with the authorities and governing bodies is central to that.
Is there enough information sharing between operators?
You can't work in isolation, and there is room for everybody. At iGB Live it is remarkable to see the brands talking and sharing ideas. There is a real connection here. It is like football: you used to share everything, and now, because of technology, you share nothing. There will always be elements of IP and tech that nobody wants to give away, but on what works and what doesn't, people will talk. 1xBet are drilling down on sports integrity governance, and that knowledge sharing will only go further.
How important is education to the integrity picture?
Absolutely top of the list. It is at the heart of what we are doing. This isn't only about educating players, customers and organisations. It is about building educational programmes for young people too. Over the next few months people will see those ideas develop, and see how serious we are about it.
How do you balance strong compliance with keeping regulated markets competitive?
I'm not sure I would call it striking a balance. You do things the right way and you start as you mean to go on. It comes back to integrity. You can't be half pregnant: you either have integrity or you don't. It has to operate at every level. If you are regulated, you work openly, with open dialogue, and you show integrity through actions, not words.
You were at iGB Live. What has impressed you on the show floor?
Every year there is something new, and plenty of it. This industry understands that the consumer is always looking for something different. It is a sports entertainment business. People play to win or to be involved, and it is a community. The area that excites me is the prediction market. Media organisations are buying into it and it could be very strong. My own radio station has two young sports presenters posting predictions daily, and the engagement is phenomenal.
What is your vision for betting integrity over the next five years?
This sector takes its share of criticism, but the more you dig, the more good you find. The game changer is education. Not only educating players and customers, but the people who want to come into the industry. You will see a new way of educating and opening up gaming as a genuine career, with educational institutions starting to partner with the sector.
