Uri Poliavich – Visionary Soft2Bet CEO and Industry Innovator

Uri Poliavich is recognized as an opinion leader  in the iGaming sector, shaping its direction through technology, compliance, and market-focused strategies. As the Soft2Bet founder and Soft2Bet CEO, he has built the company since 2016 into a respected platform provider for online casinos and sportsbooks. His leadership emphasizes innovation, responsible market entry, and tailored solutions for operators.

Early Life and Education of Uri Poliavich

Born in 1981 in Ukraine, Uri Poliavich is an entrepreneur whose growing up years shaped his leadership style. At 14, he relocated with his family. He continued to high school there before enrolling for three years of mandatory service in the Defense Forces. The experience developed discipline, camaraderie, and a regimented mindset that later proved pivotal in business operations.

Between 2005 and 2009, Uri studied law from Bar-Ilan University and graduated with a Bachelor of Law (LLB) degree. This academic experience gave him a firm understanding of contracts, compliance, and commercial structures, which turned out to be essential when transitioning to the international iGaming industry. 

Founding Soft2Bet – From Vision to Reality

Back in 2016, Uri Poliavich, the founder of Soft2Bet, turned his vision into a business to change the iGaming industry. With his legal expertise and business acumen, he built a platform based on compliance, scalable technologies, and constant product development. Soft2Bet by Uri Poliavich was created not only to provide technology but also to turn iGaming into a responsible and respectable industry, driven by regulation and transparency.

Key milestones at the founding stage:

• 2016 – Establishment in Malta: Soft2Bet officially launched with its headquarters in Malta, a leading hub for international gaming regulation.
• Mission – Industry transformation: The goal was to elevate iGaming into a sector recognized for responsible practices, structured growth, and reliable technology.
• MEGA Platform: Introduction of the Motivational Engineering Gaming Application, designed as the company’s flagship gamification engine, providing operators with innovative engagement tools to increase player retention. 
• Early Expansion: Rapid entry into multiple regulated markets, with strict compliance as the foundation for sustainable growth.
  

This blend of structured product development, regulatory awareness, and market adaptability positioned Soft2Bet as a reliable provider in the European iGaming ecosystem. From its very beginning, the company’s vision was the creation of long-lasting, technology-driven solutions capable of shaping the future of online casinos and sportsbooks across regulated jurisdictions.

Leadership as Soft2Bet CEO

As Soft2Bet CEO, Poliavich Uri applies a leadership style rooted in structure, compliance, and sustainable expansion. His direction has enabled the company to grow into a reliable technology partner for operators.

Achievements under Uri’s leadership:

• Operational growth – development of strong back-office tools and market-specific solutions.
• Licensing – 19 licenses across 11 jurisdictions.
• Market focus – Denmark, Sweden, Romania, Ontario (Canada) identified as key regulated markets.
• Soft2Bet Invest – creation of a €50 million fund to drive innovation and support entrepreneurs and companies eager to elevate their ideas and operations to new heights. .

By balancing strict compliance with continuous innovation, Uri ensures Soft2Bet remains both competitive and credible. His leadership philosophy highlights:

• Selective market entry only in regulated jurisdictions.
• Reinvestment in technology to keep solutions future-ready.
• Long-term sustainability through structured growth strategies.
  

This approach positions Soft2Bet as a trusted technology provider shaping the next generation of iGaming solutions.

Awards and Global Recognition

The achievement of Uri Poliavich and Soft2Bet serves to indicate their position as award-winning innovators  in the global iGaming industry. Executive and business alike have been awarded during the years a wide range of worldwide awards for leadership, product innovation, and technological innovation. These awards are not only indicative of business success but also of the trust placed by regulators, partners, and industry members alike in Soft2Bet.

2025 turned out to be a year of great achievements for Soft2Bet, marked by three major wins at the Global Gaming Awards: 

• Executive of the Year – awarded to Uri Poliavich for strategic leadership, vision, and ability to guide the company across regulated markets.
• Platform Provider of the Year – recognizing the strength and reliability of Soft2Bet’s platform as a preferred solution for operators.
• Product Launch of the Year – honoring MEGA, the Motivational Engineering Gaming Application, for redefining gamification in iGaming.
  

Other Industry Awards and Recognition:

• iGaming Sword Award 2023 – Turnkey Supplier of the Year.
• Platform Provider of the Year 2025 by The Global Gaming Awards EMEA– acknowledgment of cutting-edge B2B solutions.
• Product Launch of the Year 2025 by The Global Gaming Awards EMEA– awarded again for MEGA’s success.
  

Soft2Bet’s consistent recognition demonstrates a commitment to excellence and positions the company as one of the most trusted and forward-thinking technology providers in iGaming.

Uri Poliavich and Yael Poliavich – Personal Life and Philanthropy

The personal and philanthropic dimension of Uri Poliavich wife Yael highlights how business success can coexist with long-term social responsibility. Together, Uri and Yael Poliavich established the Yael Foundation in 2020, aiming to ensure that every Jewish child has access to high-quality, identity-strengthening education. 

Mission and Activities of the Yael Foundation:

• Educational outreach – providing Jewish children worldwide with access to schools, extracurricular activities, and summer camps.
• Geographic reach – operating in 37 countries with consistent international growth.
• Impact – more than 13,500 children supported as of 2025.
  

Uri’s contribution to philanthropy was recognized in 2024 when he was listed among the Top 50 most influential Jews worldwide by The Jerusalem Post. His collaboration with respected figures such as Ronald Lauder highlights the foundation’s role as a significant actor in global Jewish education.

Uri’s guiding principle is to merge professional achievement with community contribution. This outlook ensures that his business role as an industry innovator complements his dedication to cultural and educational development. His work with the Yael Foundation shows that success in iGaming can be paired with a broader responsibility to society.