Uri Poliavich – The Founder Behind Soft2Bet
When speaking about those who revolutionized iGaming, the name Uri Poliavich comes to mind. Being the CEO of Soft2Bet, not only is he the founder of a company established in 2016 but also the person behind making it an international brand.
From the beginning, Uri combined his legal experience with entrepreneurial potential to form an enterprise that was able to deal with the strict legislations in existence while still being innovative and creative. Today, Uri Poliavich Soft2Bet is a combination of sustainable business growth and social responsibility. It is a tale of vision, discipline, and the ability to unionize business with a sense of direction.
Early Life and Education
The personal background of Uri is in Ukraine, where he was born in 1981. The personal journey reflects perseverance and adaptability, qualities later defined by his iGaming leadership.
His family relocated at age 14. He completed his education there and served three years of compulsory military duty. This set him up for his discipline, teamwork, and leadership skills.
Subsequently, Uri did his law studies at Bar-Ilan University and earned a Bachelor of Law (LLB). His studies focused on commercial law, mergers and acquisitions, and regulations, all of which later became the backbone of his entrepreneurial life.
From Law to Leadership
Before founding Soft2Bet, Uri’s professional journey was deeply rooted in law and international business. Between 2007 and 2010, he worked as a legal intern at HBW Law, specializing in M&A contracts for international commercial and real estate deals . This gave him a solid understanding of compliance and corporate structures.
From 2010 to 2012, Uri held the position of Vice President for Business Development at WK Group. Here, he managed projects across Central Asia and coordinated with major-scale iGaming vendors. This exposed him to the gaming industry and gave him practical experience in international operations.
By 2016, Uri had geared up to transition from law and corporate roles to entrepreneurship. Soft2Bet was founded by him with an objective: establish a technology-focused, compliant, and innovative iGaming company. As its creator, he proceeded to evolve the flagship MEGA platform subsequently, offering gamification tools that brought emerging industry benchmarks.
Soft2Bet’s Growth and Global Expansion
Headquartered in Malta, Soft2Bet is one of the world’s fastest-expanding iGaming operators. A bold idea in 2016 has evolved into a multinational enterprise recognized for innovation, compliance, and adaptability to multiple markets. Head Of The Soft2Bet CEO, Uri Poliavich, the operator has expanded to 11 of regulated jurisdictions with every move supported by innovation and international standards compliance.
Today, the company operates with a strong and diversified structure that gives it a unique competitive advantage:
- 19 licenses in 11 jurisdictions – including highly regulated markets such as Denmark, Sweden, Romania and Ontario (Canada). Each license demonstrates Soft2Bet’s ability to meet strict regulatory requirements while maintaining operational flexibility.
- A portfolio of localized B2C brands – including Betinia, CampoBet, Don.ro, and ToonieBet. Each brand is designed with local languages, cultural insights, and tailored features that make them highly competitive in their respective markets.
- B2B technology solutions – in addition to B2C operations, the company provides turnkey platforms, payment integration, compliance tools, and customer management systems, making Soft2Bet a trusted partner for operators worldwide.
One of the company’s most defining innovations is the MEGA (Motivational Engineering Gaming Application) platform, launched in 2023. MEGA brought gamification to a new level, introducing quests, challenges, reward systems, and intelligent personalization. Instead of traditional promotions, players receive interactive missions that increase engagement and retention. For operators, this meant a clear improvement in financial performance and long-term player loyalty.
Proven Results of MEGA:
| Metric | Growth | Business Impact |
|---|---|---|
| Net Gaming Revenue (NGR) | +65% | Significant uplift in profitability and stable growth. |
| Deposits | +50% | Players invested more regularly, increasing liquidity. |
| Average Revenue per User (ARPU) | +45% | Higher loyalty, stronger lifetime value per customer. |
| Screen Time | 4x | Longer player sessions and deeper engagement. |
These facts show the manner in which MEGA evolved from being greater than a product feature—it became a business strategy for operators and a success for the entire iGaming sector. With MEGA, Uri Poliavich proved how innovation can lead directly into real business outcomes.
As such, Soft2Bet is now widely considered to be an industry benchmark for the balance between creativity and compliance, demonstrating that it is certainly feasible for a company to go global without sacrificing its focus on regulation, responsibility, and user experience.
Philanthropy and Social Impact – Uri Poliavich
While considered a business leader, Uri Poliavich is also committed to causes. Together with his wife, he founded the Yael Foundation in 2020. The foundation focuses on Jewish education, campaigning for more than 13,500 children in 37 countries
Achievements and Significance of the Yael Foundation:
- Established by Uri Poliavich wife, Yael Poliavich, and Uri himself, the foundation reflects their shared commitment to strengthening Jewish identity worldwide.
- Supported over 13,500 children through structured educational programs, ensuring that every Jewish child has access to high-quality, identity-strengthening education.
- Implemented extracurricular activities and summer camps, giving children safe spaces to grow socially and culturally.
- Operates in 37 countries, showing the scale and global significance of its work.
In 2024 Uri launched Soft2Bet Invest—a €50 million fund dedicated to supporting startups in gaming and technology. This initiative empowers entrepreneurs and fosters innovation across the iGaming industry.
Impact Areas of Philanthropy and Investment:
- Education – funding safe, modern, and accessible schools.
- Technology – investing in startups with innovative solutions.
- Responsible gaming – promoting transparency and safe play across regulated markets.
- Community development – supporting social and cultural projects that strengthen local communities.
Uri’s approach proves that business success can and should always be combined with responsibility. His dual focus on innovation and philanthropy demonstrates how leadership can influence not just industries, but also societies worldwide.
Industry Recognition and Awards
Recognition has been a constant part of Uri’s career, reflecting his dual role as innovator and strategist. Both he and Soft2Bet have received awards from leading organizations such as EGR, SBC, and SiGMA.
Highlights include:
- Executive of the Year (2025) – Global Gaming Awards EMEA, awarded to Uri.
- Leader of the Year (2024) – SBC Awards, honoring his influence on global iGaming.
- Platform Provider of the Year (2025) – awarded to Soft2Bet.
- Product Launch of the Year (2025) – awarded for MEGA, Soft2Bet’s flagship innovation.
These awards confirm that Uri Poliavich Soft2Bet is associated with innovation, trust, and global leadership.