Source: Pixabay
Uri Poliavich, CEO of Soft2Bet, has transformed the iGaming industry through gamification, strategic growth, and a philanthropic model that fosters innovation and purpose.
Some executives chase scale, while others choose to focus on impact. Uri Poliavich stands out as a leader who has mastered both. From modest beginnings to leading one of Europe’s most innovative iGaming companies, his journey reflects resilience, technological foresight, and a commitment to responsible growth.
From Soviet Ukraine to Global iGaming Innovation
Born in 1981 in Soviet Ukraine, Poliavich grew up amid economic instability, an experience that shaped his adaptability and long-term thinking. After relocating to Israel, he completed military service and earned a law degree from Bar-Ilan University. Rather than following a conventional legal career, he was drawn to the fast-evolving iGaming sector in the early 2010s.
His early professional years included collaborations with major industry players, including Playtech, Microgaming, and BetConstruct. These roles exposed him to regulatory complexity, emerging markets, and the limitations of traditional player-engagement models; insights that would later define his entrepreneurial strategy.
Early Career Lessons That Shaped Uri Poliavich’s Vision
Instead of treating roles as endpoints, Poliavich viewed them as building blocks:
- VP of Business Development, WK Group (2010–2012): Led expansion across Central Asia
- Consultant, Playtech (2012): Supported Eastern European market entry
- Relocation to Moldova: Balanced family life while refining his entrepreneurial roadmap
These experiences strengthened his understanding of scalability, compliance, and user behavior.
How Uri Poliavich Turned Soft2Bet Into a Global Powerhouse
Freepik
Founded in 2016, Soft2Bet began as a small venture with a bold goal: build iGaming platforms that prioritize long-term engagement over short-term bonuses. The company quickly evolved into a B2B and B2C leader, delivering turnkey casino and sportsbook solutions.
Today, Soft2Bet serves regulated markets including Sweden, Denmark, Italy, Greece, and Ontario. Its portfolio features brands such as Betinia, Campobet, Yoyocasino, and Quickcasino, supported by more than 16 global licenses.
Soft2Bet performance highlights (2025):
- Revenue growth of 88% year-over-year
- EBITDA increase of 96%
- Expansion to 43 new content providers and 1,200+ games
Poliavich also launched Soft2Bet Invest in 2024: a $50–52 million fund backing promising iGaming startups.
MEGA: Gamification Built for Sustainable Growth
A cornerstone of Soft2Bet’s success is its proprietary Motivational Engineering Gaming Application (MEGA). Rather than relying on aggressive bonus tactics, MEGA focuses on meaningful, personalized engagement.
Key MEGA features include:
- Personalized challenges
- Bonus-trading mechanics
- Narrative-driven progression systems
Measured impact of MEGA:
- 50% increase in deposits
- Four times longer screen time
- 30% higher deposit frequency
- 176% improvement in player retention
For Poliavich, MEGA represents a philosophy: sustainable engagement consistently outperforms short-term incentives.
Source: Soft2Bet
Purpose at Scale: The Yael Foundation
“Charity drives business,” says Poliavich, and he has built that belief into Soft2Bet’s DNA. In 2020, he and his wife, Yael, founded the Yael Foundation to support Jewish education, youth development, and community safety worldwide.
Yael Foundation at a glance:
- Active in 37 countries
- Supporting 13,500+ children
- Featured in a 2025 documentary highlighting Soft2Bet’s philanthropic mission
Looking Ahead: Innovation With Integrity
As Soft2Bet prepares for North American expansion, Uri Poliavich remains focused on long-term value creation, balancing innovation, regulation, and social responsibility. His story demonstrates that iGaming success does not have to come at the expense of ethics or community impact.
