Uri Poliavich founded Soft2Bet in 2016. He serves as CEO of the global iGaming technology company. Under Uri Poliavich leadership, Soft2Bet grew from a small startup to an enterprise with 19 licenses across 11 jurisdictions.

Soft2Bet operates as both a B2B supplier and a B2C operator. The company is headquartered in Malta with over 100 employees. Soft2Bet offers more than 12,500 games from hundreds of providers. The company hosts more than 1 million live events annually through its sportsbook.

Poliavich also founded the Yael Foundation in 2020. This philanthropic organization supports Jewish education in 37 countries. The foundation impacts over 13,500 children globally.

Early Life and Background

Uri Poliavich was born in 1981 in Soviet Ukraine. Resources were scarce. Access to Jewish heritage and traditions was limited. These early experiences shaped his later philanthropic work.

“I remember the feeling of hunger the most. Not the physical hunger I felt as a kid, but the deep hunger to change my life. I wanted to escape the grayness around me, to replace it with something bright, meaningful, and full of color and purpose.”

At age 14, his family relocated to Israel. He completed high school there. He then served three years in the Israeli military. This experience developed his leadership skills.

Education

Between 2005 and 2009, Poliavich studied at Bar-Ilan University. He earned a Bachelor of Law (LLB) in Legal Studies. His legal training proved essential when he later entered the gaming industry.

Career Before Soft2Bet

Legal Work and Business Development

Poliavich started his career in law. Between 2007 and 2010, he worked as a legal intern at HBW Law. He specialized in M&A contracts for international commercial and real estate transactions. His work covered Ukrainian, Belarusian, and Russian deals.

Key Positions

1. Vice President of Business Development at WK Group (2010-2012): Managed business operations across Central Asia and Eastern Europe. Oversaw casino, lottery, poker, live casino, and sports betting verticals.
2. Consultant for Playtech (2010-2016): Developed business opportunities in Central Asia and Eastern Europe. Built a senior network and customer portfolio.
3. COO at IMS Limited (until 2016): Oversaw all gaming operations including finance, marketing, CRM, and customer support.

During this period, Poliavich worked with major iGaming suppliers: Microgaming, BetConstruct, Videobet, Gtech, and Playtech.

How Soft2Bet Started

The Founding Story: September 2016

In September 2016, Uri Poliavich founded Soft2Bet. He and his wife Yael returned to Kyiv, Ukraine. They had a vision, determination, and furniture from the local IKEA. Within two weeks, they launched their first gaming brand.

Poliavich reached out to contacts at Pragmatic Play. Their response: “Once you have a licence, send it to me and we will get started.” This validation fueled rapid development.

Rapid Growth

Within four years, Soft2Bet expanded from a small Kyiv office to a facility with 350 employees. In 2020, the company launched its technology arm in Cyprus. This established the company on the international stage.

[Photo: Soft2Bet Malta headquarters, opened April 2024]

In April 2024, Soft2Bet opened its new Malta headquarters. The complex is located between St. Julians and Mdina. It accommodates over 200 employees and serves as the company’s flagship location.

Soft2Bet Today

Company Overview

Soft2Bet is a global iGaming technology company. It delivers turnkey solutions for providers and products for online gaming and sports betting operators worldwide. The company operates as both a B2B supplier and B2C operator.

Soft2Bet developed the MEGA gamification solution. MEGA redefines gamification through immersive content, player engagement, and customizable solutions. The company has a proven track record across regulated markets.

B2B Operator Solutions

Soft2Bet partners with operators to deliver turnkey solutions for regulated markets. The company offers the MEGA gamification solution and an advanced Player Account Management (PAM) system. All platforms are customizable for specific market needs.

B2B solutions include:

• Frontend customization for tailored user experiences
• Casino Integrated Solution with a large game portfolio
• Sportsbook Integrated Solution for betting offerings
• Managed Services covering customer support, risk management, and compliance
• Payments integration with 70+ payment providers and methods

Key Statistics

• 19 gaming licenses across 11 regulated jurisdictions
• 12,500+ games from hundreds of providers
• 1 million+ live events covered annually
• 60+ sports available for betting
• 20+ languages supported
• 70+ payment methods integrated
• 100+ employees at Malta headquarters

Licensed Markets (11 Jurisdictions)

B2C Brand Portfolio

Soft2Bet operates a portfolio of iGaming brands. Each brand delivers localized gaming experiences in its regulated market. All brands feature local language support, regional payment methods, and tailored marketing.

Brands and Markets

1. Betinia (Denmark, Sweden): Deep gamification features and city-building themes. Recorded 148% GGR increase in 2024.
2. CampoBet (Denmark, Mexico, Sweden): Sportsbook-led brand with broad casino library. Achieved 54% GGR increase and 128% retention uplift in 2024.
3. ToonieBet (Ontario, Canada): Official Sports Betting and Casino Partner of the Canadian Football League (CFL).
4. Quickcasino (Sweden): Fast, simplified gameplay with streamlined missions and frequent rewards.
5. Don.ro (Romania): Localized for Romanian players with culturally relevant challenges.

The MEGA Gamification Solution

What Is MEGA?

MEGA stands for Motivational Engineering Gaming Application. Soft2Bet launched it in 2023 at ICE London. MEGA is a complete gamification solution, not an engine. It provides value for users, not technical infrastructure alone.

MEGA works with any casino or sportsbook operator. It offers flexible rewards, intelligent bonus triggers, and advanced user segmentation. The solution delivers higher engagement, increased player lifetime value, and sustainable revenue growth.

“In our business, we look for bright ideas, for new people with bold, innovative suggestions. We strive to improve, to evolve, and to challenge the norm.”

MEGA Features

• Single API integration for easy setup
• Customizable avatars, skins, and characters
• Real-time missions and tournaments
• Achievement systems with progression levels and collectibles
• MEGA Builders: city-building mechanics
• MEGA Chance: arcade-style games
• Leaderboards and cups for competition
• Bonus and freebet shops
• Compliance-first design meeting regulatory requirements

MEGA Recognition

MEGA won “Product Launch of the Year” at the Global Gaming Awards EMEA 2025. The solution is also shortlisted for “Product Innovation of the Year” at the Global Gaming Awards Americas 2025.

Awards and Recognition

Uri Poliavich Awards

• Leader of the Year, SBC Awards, September 2024
• Executive of the Year, Global Gaming Awards EMEA 2025
• Outstanding Contribution to Gaming, SIGMA East Europe, September 2024
• Top 50 Most Influential Jews, The Jerusalem Post, December 2024

Soft2Bet Company Awards

• Platform Provider of the Year, Global Gaming Awards EMEA 2025
• Product Launch of the Year (MEGA), Global Gaming Awards EMEA 2025
• Turnkey Supplier of the Year, iGaming Sword Award 2023
• Innovation in Mobile, SBC Awards 2024
• Innovation in Casino Entertainment, SBC Awards 2024
• Acquisition & Retention Partner of the Year, SBC Europe Awards 2025
• Industry Innovator of the Year, SBC Europe Awards 2025
• Innovation in Casino (Betinia), EGR Marketing & Innovation Awards 2025

Responsible Gaming

Responsible gaming and player safety are central to Soft2Bet operations. The company provides a secure, transparent, and fair environment for players.

Soft2Bet has dedicated teams for responsible gaming, fraud detection, and compliance. These teams ensure full adherence to regulatory requirements across all 11 jurisdictions.

The company operates under strict licensing standards. Multiple gaming authorities audit Soft2Bet regularly. The company implements responsible gaming measures beyond regulatory requirements.

Soft2Bet Invest: The 50 Million Euro Fund

Fund Overview

In July 2024, Soft2Bet launched Soft2Bet Invest. This is a 50 million euro fund for the iGaming and casual gaming sectors. The fund provides financial and business support to entrepreneurs and companies.

“When it comes to Soft2Bet, our journey from startup to major iGaming operator and provider shows how we have been changing the industry. We speak the language of innovation. Our products and success stories prove we excel in driving business growth.”

Investment Focus

1. AI and advanced technologies for user experience
2. Behavioral UX analytics
3. Traffic differentiators
4. High-margin gaming software
5. Casual gaming (B2B and B2C)

What Startups Receive

• 500,000 to 1 million euros per project
• Access to Soft2Bet platform licensed in 11+ jurisdictions
• MEGA integration capability
• Strategic mentorship from industry veterans
• Go-to-market support with localized campaigns and legal frameworks

In September 2024, Soft2Bet Invest received the “Outstanding Contribution to Gaming 2024” award at SIGMA East Europe.

The Yael Foundation

Mission and Purpose

In 2020, Uri Poliavich and his wife Yael founded the Yael Foundation. The organization ensures Jewish children worldwide have access to quality education and connection to their heritage.

“Most people think business drives charity initiatives. For me, charity drives business, pushing it forward. The charity fuels our purpose, inspiring us to grow the business and expand its impact.”

Foundation Impact

• 37 countries of operation
• 13,500+ children impacted
• 100+ educational projects supported
• 42 million euro annual budget (2025)

Programs

1. Day schools with improved facilities, teacher training, and tuition subsidies
2. Sunday schools for informal Jewish education
3. Yael Camp: free summer camps for Jewish youth
4. Special education programs
5. Leadership program for Jewish school principals
6. International summit connecting educators from 37 countries
7. Security initiatives for Jewish communities

Lauder Foundation Partnership

In 2024, the Yael Foundation partnered with the Ronald S. Lauder Foundation. Their first project: a 12 million pound investment to renovate the 100-year-old Scuole Ebraiche di Roma (Jewish School of Rome). The school serves 1,000 students.

Leadership Approach

Core Principles

• “What’s next?” mentality: constant focus on the next challenge, license, continent, or feature
• Innovation as company DNA
• Speed and agility in decision-making
• Purpose-driven business with charity and commerce interconnected
• Employee empowerment through freedom and responsibility

“I always felt like something of a stranger. As I was Jewish, I felt I was a stranger in Ukraine. Then, as a Ukrainian, I was a stranger in Israel. I would get this feeling of being a tourist almost all my life.”

Future Plans

United States Market Entry

In March 2025, Soft2Bet announced plans to launch in the United States. The company has a market access agreement with Caesars Entertainment. Soft2Bet will debut a new iGaming brand in New Jersey with a targeted launch in Summer 2025.

African Expansion

Soft2Bet entered Africa through a multi-year turnkey deal with Channels TV, Nigeria’s leading media company.

Technology Focus

Soft2Bet continues to invest in AI, content preference algorithms, and personalization. The company explores new applications of gamification technology beyond iGaming, including fintech, retail, and education.

What Sets Soft2Bet Apart

• Customizable Gamification: MEGA offers avatars, collectibles, and city-building mechanics for higher retention rates.
• Flexible Integration: Operators choose which gamification engines to enable based on player demographics and market demands.
• Extensive Portfolio: 12,500+ games and 1 million+ live events annually.
• Global Accessibility: 20+ languages and 70+ payment methods.