Uri Poliavich – From Visionary Idea to Global iGaming Leader

Uri Poliavich is a businessman, philanthropist, and one of the leading figures influencing the rapid expansion of the iGaming industry. Before founding Soft2Bet, he built a diverse career across law and business development. 

He was a legal intern at HBW Law from 2007 to 2010, where he focused on M&A contracts for international commercial and real estate deals. He was Vice President of Business Development at WK Group from 2010 to 2012.. Uri Poliavich Soft2Bet also joined Playtech as a Consultant for Emerging Markets after moving to Republic of Moldova with his family in 2012, where he assisted in growing the company’s footprint in Eastern Europe and Central Asia. Before founding Soft2Bet, he was involved in various business projects.

As the Soft2Bet CEO, he has led the company from an ambitious start-up to a significant operator and provider of solutions, establishing standards for innovation, growth, and compliance. His leadership has always revolved around striking a balance between vision and execution. 

Early Life and Professional Formation

Uri Poliavich’s career is based on a combination of flexibility, early job experience, and education. Uri Poliavich was born in 1981 and raised in Ukraine. His perseverance and capacity to adjust to changing social and economic circumstances were developed by this milieu.

His foundation was further reinforced by education. Poliavich obtained a bachelor’s degree in law from Bar-Ilan University. His capacity to evaluate, rationalize, and operate within stringent regulatory frameworks was enhanced by the program; these abilities eventually proved crucial in the iGaming industry, where adherence to regulations is a top concern. Poliavich Uri worked for international corporations and law firms before starting Soft2Bet, where he learned how to strike a compromise between business objectives and legal requirements. The practical skills he would later use to create a long-lasting international company came from these early encounters.

Founding Soft2Bet and Vision for Growth

Uri Poliavich came closer to realizing his vision when Soft2Bet was launched in 2016. His goal was to establish a business that could provide player-facing platforms as well as business-to-business solutions, not merely another operator. By creating a dual structure, the business could provide operators with dependable turnkey services while also creating brands for certain markets. From the start, this strategy guaranteed scalability and adaptability.

As the Soft2Bet owner, Poliavich emphasized innovation and localization. Expanding internationally proved to require more than regulatory approval — success also depended on creating experiences that resonated with players in every market. Soft2Bet rapidly achieved popularity in fiercely competitive jurisdictions by fusing regional-specific features, cultural themes, and local language assistance.

The company’s brand portfolio under Uri Poliavich Soft2Bet illustrates this strategy:

• Betinia – popular in Nordic markets (Denmark, Sweden), offering gamified sports and casino features.
• CampoBet – designed for European players, blending sportsbook and casino content.
• Tooniebet – created for Ontario, focusing on Canadian preferences and regulations.
• Don.ro – tailored for Romania, combining localization with regulatory compliance.
• Swiper – developed for Sweden and Romania, with mobile-first gamification at its core.

Soft2Bet was able to expand rapidly without compromising operational dependability by combining B2B and B2C platforms. It also gave the company a competitive edge since operators trusted its services and players connected with its brands. With innovation and localization at the core of its expansion, Poliavich’s 2016 goal still serves as the company’s compass for growth.

Leadership Philosophy and Approach

More than just strategy is needed to run a global business; a clear philosophy that motivates employees and spurs creativity is also necessary. As the Soft2Bet CEO, Uri Poliavich developed a leadership style that balances strategic foresight with transparency and accountability. His focus has always been on creating an environment where teams feel motivated to contribute ideas and achieve ambitious goals.

Poliavich is renowned for encouraging creativity at all organizational levels. His leadership emphasizes that innovation should reach every area — from operations and marketing to compliance. Through a culture of collaboration and open information exchange, Soft2Bet continues to stay agile amid ongoing market shifts.This strategy has aided the business in gamification integration, localized brand improvement, and providing operators with state-of-the-art solutions.

At the same time, Uri Poliavich emphasizes results-driven leadership. Clear objectives and transparent progress tracking keep teams motivated and aligned. Accountability is balanced with recognition when goals are achieved. This balance of responsibility and support has built a strong corporate culture, one that attracts talent and sustains long-term success.

Key principles of Poliavich’s leadership style include:

• Innovation first: promoting innovative approaches to problem-solving across all teams, not just those involved in product creation.
• Transparency is the open disclosure of firm objectives and advancements, guaranteeing departmental congruence.
• Accountability is establishing quantifiable goals and acknowledging both successes and setbacks.
• Mentoring is the process of helping staff members improve personally and preparing the next generation of leaders.

This philosophy has turned Soft2Bet into more than just a growing company—it has made it a learning organization where innovation, motivation, and responsibility come together to drive consistent results.

Recognition and Industry Impact

One of the important measures of impact in iGaming is recognition from colleagues and business titans. Uri Poliavich has gained recognition throughout the world for his ability to turn concepts into outcomes and for establishing new benchmarks in the industry. His accomplishments demonstrate both his own leadership and Soft2Bet’s performance as a progressive business.

In 2024, Poliavich was awarded Leader of the Year at the SBC Awards. This distinction highlighted his ability to guide teams, motivate innovation, and position Soft2Bet as a key player in multiple regulated markets. The following year, in 2025, he was named Executive of the Year at the Global Gaming Awards EMEA, highlighting his impact on the evolution of the iGaming sector.

Additionally, Soft2Bet has received recognition for its gamification and technological advancements. The company won Platform Provider of the Year and Product Launch of the Year at the 2025 Global Gaming Awards EMEA for MEGA, its ground-breaking gamification platform. Acknowledgment from reputable associations such as EGR, SBC, and SiGMA demonstrated that Uri Poliavich Soft2Bet was not only at the forefront of innovation but also setting the standard for the sector.

Future Vision and Legacy

Uri Poliavich is still committed to establishing new regulated markets for Soft2Bet and pushing the boundaries of innovation. His leadership exemplifies that expanding internationally involves more than just breaking into new markets; it also entails creating long-lasting platforms that provide operators with value and gamers with interesting experiences. Soft2Bet keeps expanding its reach throughout Europe, Canada, and beyond with this strategy.

A key part of Poliavich’s future vision is supporting innovation across the industry. He unveiled Soft2Bet Invest in 2024, a €50 million fund intended to support iGaming and casual gaming companies and entrepreneurs. This project demonstrates his conviction that leadership should transcend a single organization and create chances for the upcoming generation of creative thinkers. The initiative makes sure that iGaming keeps developing in appropriate and dynamic ways by providing funding, industry networks, and mentorship.

Under Uri Poliavich Soft2Bet, gamification remains a core focus. MEGA has already shown how interactive features can drive revenue and engagement, and the company will continue refining this platform to meet changing player expectations. Poliavich’s long-term legacy will be tied to this innovation, as well as to his emphasis on transparency, compliance, and responsible gaming.

Uri Poliavich’s approach reflects the idea that leadership is not limited to immediate outcomes but grounded in long-term vision — it is about creating strategies, processes, and ideals that last.He has a significant impact on global markets, influencing not just how operators operate but also how the iGaming community as a whole views innovation and accountability.

Key contributions shaping his legacy:

• Establishing Soft2Bet as a trusted international operator.
• Launching MEGA, redefining gamification and engagement.
• Driving expansion into regulated markets in Europe and Canada.
• Creating Soft2Bet Invest to support global innovation.
• Promoting compliance, transparency, and responsible gaming.

Future Priorities under Uri Poliavich’s Leadership

Through a combination of vision, innovation, and responsibility, Poliavich has built a strong reputation within the iGaming sector.His legacy is not limited to the growth of one company but extends to the global standards he has helped establish for the industry as a whole.