Uri Poliavich – From Vision to Global Leadership

Soft2Bet CEO Uri Poliavich founded the company in 2016, transforming a bold vision into a rapidly expanding enterprise with a global footprint. Today, he continues to guide its growth and innovation in the iGaming sector. 

The platform, created under the leadership of Uri Poliavich, changed the way operators interact with their players. Through gamification, personalized missions, and flexible rewards, it gave companies new ways to build loyalty and improve retention. At the same time, it showed that smart technology could deliver clear business results. With MEGA, Uri Poliavich moved Soft2Bet beyond traditional solutions and set a new benchmark for the sector.

Early Life and Background of Uri Poliavich

Understanding a leader’s path often begins with looking at their early years. With Uri Poliavich age placing his birth in 1981 in Ukraine, he was part of a generation raised during a period of significant transition. Those conditions, marked by constant adaptation and economic change, taught him early the importance of flexibility and resilience—traits that would later become hallmarks of his career.

Even as he moved into an international business career, his roots remained central to his perspective. Carrying Uri Poliavich nationality that combines multicultural heritage, he developed a diverse worldview that strongly influenced his leadership style and business strategies. 

Education played a defining role in his development. At Bar-Ilan University, he pursued and earned a bachelor’s degree in law. This education did not just provide him with legal knowledge but also cultivated a structured approach to analysis, decision-making, and problem solving. These capabilities proved essential once he entered the highly regulated iGaming sector, where compliance and strategy must be perfectly balanced.

Before establishing Soft2Bet, Poliavich Uri spent years working in multinational corporations, where he learned the complexities of managing cross-border operations. In these roles, he was frequently tasked with initiatives that required a delicate balance between business goals and regulatory frameworks. The combination of legal insight, corporate experience, and international exposure gave him a unique skill set. When he later moved into the iGaming industry, this ability to merge creativity with compliance allowed him to design strategies that were both innovative and sustainable, setting the stage for his future success as a founder and executive.

Founding Soft2Bet and Strategic Vision

By 2016, Poliavich had already built up international business experience, but he wanted to create something entirely new. That year, he founded Soft2Bet with the goal of offering operators more than just another iGaming solution. Instead, he envisioned a company that would balance compliance with creativity while keeping the player at the center.

From the beginning, as the Soft2Bet CEO, he focused on developing both B2B and B2C platforms, ensuring that the business could grow in multiple directions at once. This dual approach allowed the company to reach a wide range of markets, adapting to local regulations while still maintaining a strong brand identity.

Expansion came quickly. Soft2Bet entered regulated jurisdictions in Europe, establishing itself as a reliable partner for operators and a trusted name for players. Its brands were tailored to specific audiences:

• Betinia and CampoBet focused on Nordic markets like Denmark and Sweden.
• Don.ro targeted Romania with a localized offering.
• Tooniebet was created for Ontario, Canada, adapting to market-specific player preferences.
• Swiper launched in Sweden with a distinctive interactive design.

Each brand offered unique features, localized language support, and region-specific promotions, proving that Soft2Bet could successfully adapt global expertise to local expectations.

At the same time, his leadership was hands-on. Rather than simply acting as the Soft2Bet owner, he involved himself closely in shaping the technological foundation of the business. His influence was visible in every milestone, from launching new brands to building advanced gaming systems.

This approach demonstrated that Poliavich was not content with short-term wins. His strategy was built around sustainable growth—developing products and services that could evolve as markets changed, while always meeting strict regulatory requirements. Through this focus on adaptability and innovation, Uri Poliavich Soft2Bet transformed a startup into a global player in less than a decade.

Driving Innovation with MEGA

Innovation is often the element that separates leading companies from the rest of the industry. For Uri Poliavich, innovation has always been a central principle. That commitment became most visible in 2023, when Soft2Bet introduced the Motivational Engineering Gaming Application, known as MEGA.

The platform was not just another release—it marked a shift in how gamification could be used in iGaming. Instead of generic loyalty schemes, MEGA brought in personalized quests, flexible rewards, and real-time bonus triggers designed around player behavior.

The results quickly spoke for themselves:

• 65% rise in net gaming revenue
• 50% increase in deposit amounts
• 45% lift in average revenue per user

These numbers demonstrated to operators that gamification may produce quantifiable commercial results in addition to providing fun. Longer sessions, more meaningful connections, and prizes that were pertinent to their individual playing style were all benefits for the players.

Although gamification has been discussed in the industry for a long time, it was frequently restricted to superficial elements like badges or basic point systems. By implementing a dynamic model that instantly modifies rewards and interacts with player data, MEGA changed that. This more in-depth interaction demonstrated how gamification may evolve from a marketing tactic to a key business engine.

MEGA’s versatility is one of its main advantages. Each company can choose the gamification components that best suit its target audience thanks to the system’s seamless integration with casino and sportsbook operators. This adaptability guarantees that the platform functions in a variety of geographical locations, legal frameworks, and consumer preferences.

MEGA’s success also brought attention to a crucial idea: innovation needs to benefit the entire sector. Players get a richer, more individualized experience, and operators gain from increased engagement and revenue. MEGA served as evidence to Uri Poliavich of Soft2Bet that vision and execution can work together to transform a standard in the industry.

Awards, Recognition, and Industry Leadership

In the iGaming industry, awards serve as proof of consistent performance and innovation. Over the years, Uri Poliavich and Soft2Bet have received multiple honors that underline their impact.

Notable achievements include:

• Poliavich’s leadership was acknowledged with the 2025 Global Gaming Awards EMEA Executive of the Year award.
• SBC Awards Leader of the Year (2024) in recognition of his impact on global iGaming.
• Soft2Bet won Platform Provider of the Year (2025, Global Gaming Awards EMEA) for their cutting-edge technology.
• MEGA’s achievement was celebrated by winning Product Launch of the Year (2025) at the Global Gaming Awards EMEA.
• Soft2Bet’s competence as a full-service solutions supplier is highlighted by the iGaming Sword Award (2023, Turnkey Supplier of the Year).

Soft2bet CEO Poliavich consistently sets the standard and ensures that innovation and compliance coexist. Each award demonstrates a long-term approach that combines growth, responsibility, and technology with recognition from peers and leaders in the field.

These achievements make Soft2Bet more than just another operator; they make it a company that can shape market trends. The accolades show Poliavich’s ability to anticipate events, implement practical solutions, and foster confidence with authorities and partners.

Personal Life and Philanthropic Initiatives

Poliavich is renowned for his business achievements, but he also devotes part of his time to charitable endeavors. He has backed initiatives that go well beyond the iGaming sector alongside Uri Poliavich’s wife.

The Yael Foundation, which Uri and Yael Poliavich founded, is among the most important projects. The foundation is dedicated to promoting social development and education, making sure that every Jewish child has access to high-quality, identity-strengthening education.

The foundation’s work has reached an impressive scale. To date, it supports projects in 37 countries, focusing on areas such as:

• Providing children and young adults with the opportunity to seek high-quality education is known as educational access.
• Community programs: acts as a catalyst for change, supporting strong, existing community-led efforts.
• International collaborations: collaborating with groups worldwide to increase the influence of its initiatives.

This aspect of Poliavich’s career demonstrates another facet of leadership: the conviction that achievement ought to benefit society as a whole. His involvement in philanthropy emphasizes accountability and a sustained dedication to constructive change, while his business role showcases vision and inventiveness.