Uri Poliavich: The next disruptor in iGaming

December 17, 2025 57 1

In the competitive landscape of global iGaming, few leaders have balanced rapid commercial expansion with a deep-seated commitment to social impact quite like Uri Poliavich. As the Founder and CEO of Soft2Bet, Poliavich has transformed a vision for “motivational engineering” into a multi-national enterprise that holds over 16 global licenses and operates across Europe, North America, and beyond.

His leadership philosophy, which posits that a company’s value is measured by its contribution to society, has fueled a trajectory of constant disruption. From his early background in international law to being named “Executive of the Year” in 2025, Poliavich has consistently prioritized technological innovation and community support as the twin engines of corporate growth.

The strategic vision of Uri Poliavich

Born in 1981, Poliavich built his professional foundation on a Bachelor of Law (LLB) and a career in international M&A contracts. This legal precision allowed him to navigate the complex regulatory waters of the gambling industry with unique foresight. In 2016, he launched Soft2Bet, transitioning from a business development expert into a tech pioneer.

Under his direction, Soft2Bet evolved from a startup into a premier B2B and B2C turnkey provider. His strategy focuses on high-performance architecture and proprietary solutions that give operators total control over their digital environment.

Major career milestones

2016: Founded Soft2Bet with a core team of visionaries.
2020: Co-founded The Yael Foundation, a global philanthropic initiative.
2023: Launched the MEGA gamification engine, revolutionizing player retention.
2024: Established Soft2Bet Invest, a €50 million fund for iGaming startups.
2025: Won Executive of the Year and Platform Provider of the Year at the Global Gaming Awards EMEA.

Soft2Bet’s technological ecosystem

Soft2Bet’s success is anchored in its “Product-First” approach. Poliavich believes that in an oversaturated market, the only way to win is through superior user engagement and technological reliability.

The MEGA platform (Motivational Engineering Gaming Application)

MEGA is the company’s flagship innovation. It replaces traditional, static betting interfaces with dynamic, casual-gaming mechanics such as city building, collectible cards, and “Bonus Crabs.”

Feature	Description	Impact on Retention
City Builder	Players unlock territories by engaging with games.	400% Increase in Screen Time
Claw Machines	Physical arcade machines controlled remotely via web.	60% Higher NGR
Personalized Journeys	AI-driven missions tailored to user behavior.	44% Higher ARPU

Turnkey Solutions

Player Account Management (PAM): A robust system with 99.99% uptime.
Casino Aggregator: Access to over 12,500 games from 100+ providers.
Sportsbook: Coverage of 1M+ live events annually across 60+ sports.

2025 strategic expansion: Soft2Bet licensing in the United States

A pivotal moment for the company in 2025 is its entry into the highly regulated United States market. Soft2Bet is not just entering as a software provider but is launching its own transformative iGaming brand tailored specifically for the American audience.

New Jersey

In early 2025, Soft2Bet solidified its U.S. presence through a landmark market access agreement with Caesars Entertainment.

Licensing Status: Soft2Bet is operating under a “licensing skin” provided through Caesars, following rigorous review and approval by the New Jersey Division of Gaming Enforcement (DGE).
Target Launch: The company has targeted Summer/September 2025 for the debut of its new mobile sportsbook and iGaming brand in the Garden State.
Market Strategy: Unlike “copy-paste” European platforms, the U.S. brand features a unique UI/UX designed for North American mobile-first habits, integrating the award-winning MEGA gamification tools.

Future U.S. roadmap

Following the New Jersey launch, Poliavich and his team have identified several key states for immediate expansion:

Ontario (Canada): Already fully licensed and operational with the Tooniebet.com brand.
Pennsylvania & West Virginia: Currently under active review as the next logical steps for multi-state scaling.
Mexico: Recently secured major turnkey deals and B2C expansion as part of a broader North American strategy.

Philanthropy and global impact

For Poliavich, business success is a vehicle for social change. He operates on the principle that “charity drives business,” ensuring that as Soft2Bet grows, so does its ability to give back.

The Yael Foundation: This initiative supports over 13,500 children in 37 countries. It funds schools and summer camps, ensuring that economic status does not prevent children from receiving a high-quality education.
Soft2Bet Invest: By committing €50 million to emerging startups, Poliavich is fostering the next generation of innovators in AI, UX, and responsible gaming.
Corporate Culture: In 2024, Poliavich was recognized as one of the 50 most influential Jews in the world for his efforts in global education and community building.