Uri Poliavich – Driving Innovation as Soft2Bet CEO

In the modern fast-paced iGaming world, Uri Poliavich has emerged as one of the most influential opinion leaders in the industry. With his position as Soft2Bet CEO, he has built the business he founded in 2016 into a global provider of innovation, compliance, and steady growth. 

Both a pioneer and a strategist, Uri was instrumental in developing the MEGA (Motivational Engineering Gaming Application) platform, which established new standards for gamification in online gaming and redefined the way operators treat player engagement.

What sets Uri apart is his ability to balance business success with greater purpose. 

Under his leadership, Soft2Bet expanded across diverse regulated markets, operating with multiple licenses and offering localized brands and innovative B2B solutions. 

His approach blends profit and purpose, showing that entrepreneurship can deliver both lasting business outcomes and great social benefit.

Founding Soft2Bet – Vision Turned into Reality

The founding of Soft2Bet in 2016 was the result of Uri’s combination of legal expertise and entrepreneurial vision. After a career in law and business development, he recognized the need for an iGaming company that could combine strict regulatory compliance with creativity and innovation.

From its headquarters in Malta, Soft2Bet grew from a small startup into an international provider and operator. Today, it holds 19 licenses in 11 jurisdictions, proving Uri’s commitment to compliance in some of the world’s most demanding markets. The company is seen as a benchmark for how to balance global expansion with responsible operations.

Core aspects of the company’s growth include:

• B2B solutions – configurable platforms, advanced payment integration, managed services, and compliance support that allow partners to succeed in regulated markets.
• B2C brands – local operators such as Betinia, CampoBet, Don.ro, and ToonieBet, each tailored to local preferences.
• Innovation – gamification tools, custom engagement mechanics, and technology that enhance player experiences.

Key Facts About Soft2Bet:

The company’s steady evolution demonstrates how Uri Poliavich Soft2Bet turned a vision into a respected international brand.

Innovations and the MEGA Platform

Perhaps the most transformative achievement led by Uri Poliavich was the launch of MEGA in 2023. The platform introduced gamification on an entirely new level, making player experiences more interactive, rewarding, and personalized.

Key features of MEGA:

• Personalized missions and challenges – tailored goals encourage players to stay active and engaged.
• Quest-based systems – story-driven engagement makes gameplay dynamic and continuous.
• Loyalty-focused rewards – incentives that reward long-term commitment, not just one-time play.
• Intelligent segmentation – ensuring each player receives relevant offers based on behavior.

When MEGA (Motivational Engineering Gaming Application) was launched in 2023, it completely reshaped the way operators interact with players. Instead of focusing solely on bonuses, it introduced quests, missions, personalization, and loyalty-driven rewards. The measurable results were remarkable:

• +65% growth in Net Gaming Revenue (NGR). This metric shows the direct profitability boost for operators. By encouraging players to engage with personalized challenges and interactive mechanics, MEGA increased the amount of time and money spent across platforms. For many operators, this meant not just higher revenue but also more predictable, sustainable income streams.
• +50% increase in deposits. Players were not only more active but also more willing to invest money into their gaming sessions. The gamified environment—with progress bars, reward milestones, and immersive missions—motivated players to deposit more frequently to unlock additional benefits. This highlighted the link between engagement mechanics and financial performance.
• +45% rise in Average Revenue per User (ARPU). Beyond total revenue, ARPU growth shows the value of each individual player increased significantly. MEGA achieved this by making users feel more invested in their progress. Instead of treating games as isolated sessions, players became part of long-term, mission-driven experiences, which encouraged consistent activity and higher spending.
• 4x increase in player screen time. Perhaps the most striking result: users spent four times longer on the platform. Extended screen time is the foundation of player loyalty, as it reflects deeper engagement. For operators, this translates into higher retention, stronger brand loyalty, and reduced churn. For players, it means a more immersive and entertaining experience.

MEGA did not just provide short-term boosts—it redefined the economics of engagement. Operators gained higher revenue and retention, while players enjoyed more interactive and rewarding experiences. This dual impact is why the platform earned the Product Launch of the Year (2025) at the Global Gaming Awards EMEA and became a benchmark for gamification in iGaming.

Through MEGA, the Soft2Bet CEO proved that gamification could transform not only entertainment but also the core business models of iGaming operators.

Business Expansion and Strategic Goals

Growth under Uri Poliavich Soft2Bet has always been about long-term vision. Beyond developing innovative products, Uri set clear goals for international expansion and industry influence.

A strategic milestone was the creation of Soft2Bet Invest in 2024—a €50 million fund designed to support startups and entrepreneurs in iGaming and technology.

Focus areas of Soft2Bet Invest:

• iGaming startups – developing new gamification tools, content, and mechanics.
• Technology ventures – AI-driven compliance, payment systems, and data solutions.

Alongside this, Uri prioritized the growth of both B2B and B2C operations. Localized brands in Scandinavia, Eastern Europe, and Canada showcase the company’s adaptability, while new B2B partnerships demonstrate its scalability.

Strategic priorities moving forward:

• Strengthen European presence with localized brands and tailored platforms.
• Expand further into diverse global markets with compliance-driven operations.
• Scale B2B services to support international operators across multiple jurisdictions.

Uri’s strategic roadmap proves that sustainable expansion requires a balance of compliance, innovation, and investments that benefit the entire ecosystem.

Leadership Style and Industry Recognition

The leadership of Uri Poliavich is widely described as visionary, collaborative, and people-focused. As the Soft2Bet CEO, he believes in motivating his team through empowerment and creativity.

Key elements of his leadership style:

• Innovation-driven culture – experimentation and creativity are actively encouraged.
• Team motivation – employees are empowered to grow and take responsibility.
• Sustainability – focus on building long-term value instead of short-term wins.

Recognition of Uri’s leadership has been consistent and global. He and Soft2Bet have received numerous awards, underlining both strategic excellence and technological innovation.

Awards include: 

• Executive of the Year (2025) – Global Gaming Awards EMEA.
• Leader of the Year (2024) – SBC Awards. 
• Platform Provider of the Year (2025) – awarded to Soft2Bet. 
• Product Launch of the Year (2025) – awarded for MEGA.

These recognitions show how Uri Poliavich Soft2Bet became synonymous with innovation, leadership, and trust.

Philanthropy and Social Responsibility

For Uri, business success has always gone hand-in-hand with social responsibility. In 2020, together with his wife, he co-founded the Yael Foundation, which focuses on Jewish education.

Achievements of the Yael Foundation:

• Operates in 37 countries, reaching a wide international community.
• Supports 13,500 children through schools, camps, and extracurricular activities.
• Strengthens Jewish identity by funding cultural and educational programs.

In addition to philanthropy, Uri promotes innovation through Soft2Bet Invest, empowering startups and encouraging industry-wide growth.

Main directions of his social responsibility:

• Education – funding safe and accessible schools.
• Community development – investing in cultural and social programs.
• Innovation – supporting startups in gaming and tech.
• Responsible gaming – ensuring safety, compliance, and fair play.

Through these efforts, Uri demonstrates that success is not only about building companies but also about shaping communities and empowering future generations.