Company founder – Uri Poliavich
The history of Soft2Bet began when a young and already experienced entrepreneur, Uri Poliavich, decided to challenge the established rules of the iGaming industry. From the beginning, his vision differed from that of most market players. Instead of simply copying successful models, he sought to create a new philosophy of online gaming, in which the depth of interaction with the player plays a key role.
Poliavich was involved in multiple technological initiatives before launching Soft2Bet. Through his previous work he developed important skills in platform development and distributed team management and international product market entry. This experience became the foundation for the future success of Soft2Bet, where technological expertise interacts with a deep understanding of user psychology.
The gaming industry functions as an intricate system which depends heavily on emotional connections according to Uri’s slogan. After establishing the company the initial action involved assembling a development team along with marketing professionals and UX experts who could produce innovative solutions surpassing conventional gaming approaches.
Under his leadership, MEGA was launched in 2024 – a platform that changed the rules of the game in the gamification segment. Unlike traditional bonus systems, MEGA offers multi-level engagement scenarios, collectible elements, social mechanics, and personalised missions. This helps players feel a sense of progress and personal attention from the operator.
Soft2Bet Unified Platform
In the world of iGaming, one of the most common problems operators face is the need to work with dozens of different providers, integrations, and
interfaces that can be challenging to integrate effectively. As a result, time is lost and support costs increase. Soft2Bet has solved this problem by creating a unique ecosystem that brings together all the elements necessary for a successful online casino or bookmaker.
It is a complete technological environment where each link is integrated into the overall architecture and managed through a single backend. The operator gains control over the project and minimises dependence on third-party contractors, eliminating the risk of system incompatibility.
The Soft2Bet platform brings together the following key elements:
- Sportsbook and casino with instant access to 12,500+ games from hundreds of global providers.
- Proprietary CMS and CRM developed specifically for iGaming, allowing you to customise content, promotions and personalised offers without the need for third-party solutions.
- Built-in KYC/AML tools for fast and secure player verification that meets strict licensing requirements.
- Mobile readiness: from native apps for Google Play and the App Store to fully responsive web versions that provide the same level of service on any device.
The main strength of this approach is the elimination of fragmentation. There is no longer any need to run parallel projects to integrate different systems or decide which one will be the ‘main’ one. All Soft2Bet platform modules run on a single core, are synchronised with each other and are supported by a single technical support team.
MEGA revolution in gamification
Soft2Bet made a breakthrough by introducing MEGA (Motivational Engineering Gaming Application). It is a technological platform that has changed the very approach to player engagement in the iGaming industry. The gamification process traditionally involved basic rewards or tasks but MEGA has advanced this method into a complete gaming universe. Every user receives an individualized experience that makes them feel they belong to an exclusive virtual universe.
The main idea behind MEGA is to keep players where they are interested, and they are interested where they are motivated and rewarded for every action. The system combines game mechanics, motivational psychology, and flexible tools for audience segmentation, turning the ordinary process of betting or spinning slots into an exciting adventure. The results of implementing MEGA are impressive:
- x4 increase in average player session time.
- +65% to net gaming revenue (NGR).
- +50% to total deposits.
- +45% increase in ARPU (average revenue per user).
The main advantage of MEGA is its full compatibility with any casino and betting platform. Operators do not need to rebuild their products from scratch. The system integrates into the existing infrastructure and starts delivering results literally from the first weeks of operation.
MEGA forms an emotional attachment among players and turns each session into part of a great adventure. The user chooses the path themselves, and the platform ensures that this path is rich, interesting and rewarding.
Launch of Soft2Bet Invest
Soft2Bet introduced a new investment fund Soft2Bet Invest in July 2024 with an initial €50 million capital base. This fund aims to provide financial backing to rising start-up ventures and businesses that operate in the iGaming and casual gaming fields. The fund exists to supply fresh and creative projects with monetary support and technological tools as well as the partner relationships Soft2Bet accumulated throughout its history.
The fund focuses on projects that have the potential to change the perception of entertainment in the digital environment – unique game mechanics, breakthrough payment solutions or new approaches to gamification. Soft2Bet Invest provides mentoring support, licensing advice, marketing promotion and assistance in entering international markets.
Soft2Bet Invest has already attracted a lot of interest from iGaming startups seeking to revolutionize the industry. The investment range is from € 500,000 to € 1 million per project, while the investment strategy will be discussed on a case-by-case basis.
Awards and recognition
Soft2Bet has established itself as a technological leader in the iGaming industry. Recognition from the professional community is reflected in a series of prestigious awards. Each of them confirms the strategic importance and innovative approach of the company.
Executive of the Year – Uri Poliavich, Global Gaming Awards EMEA 2025
This award recognises the outstanding leadership qualities of the company’s founder. Under Uri Poliavich’s leadership, Soft2Bet has grown from a young start-up to one of the key players in the global market, and MEGA has become the benchmark for gamification solutions.
Platform Provider of the Year – Global Gaming Awards EMEA 2025
Awarded for the creation and development of a multifunctional, scalable and fully integrated platform that allows operators to launch projects faster and with maximum control over processes.
Product Launch of the Year – MEGA, Global Gaming Awards EMEA 2025
Winning this nomination was a natural result of the successful release of MEGA – a system that has radically changed the approach to player retention and engagement, proving its effectiveness in real operational metrics.
Turnkey Supplier of the Year – iGaming Sword Award 2023
This recognition of Soft2Bet as a leading turnkey supplier in the market, offering operators a full range of services – from front – end customisation and game integration to compliance and user support.
Each of these awards is a symbol of success and confirmation that Soft2Bet is moving in the right direction, remaining among those who are shaping the future of online gaming.
Strategic Communication in Finance
In regulated industries such as iGaming and fintech, following the rules is no longer enough. You can comply with every regulation and still lose trust
if you don’t clearly explain how you operate transparently.
Soft2Bet operates several successful B2C brands such as Betinia, Campobet, and Tooniebet, further reinforcing its presence in regulated markets like Sweden, Denmark, and Ontario (Сanada).
Its founder, Uri Poliavich, clearly outlines his position: trust must be built, maintained, and protected at every level – from customer onboarding to public statements by leadership.
Headquartered in Malta, Soft2Bet continues to drive forward compliance and innovation in the iGaming industry through transparency, leadership, and strategic communication.
How to Turn Compliance Into a Strategic Advantage
Soft2Bet’s strategy is simple: make compliance not just an internal policy, but part of the brand. And here, Enhanced Due Diligence (EDD) becomes not just a procedure, but a way to tell their story.
How does Soft2Bet’s approach stand out?
- The company communicates clearly without relying on complex legal language.Instead of generic statements, the company openly explains how EDD works: what signals raise attention, how they monitor behavioral risks, and which real-time algorithms are in place.
- The company uses real examples.Soft2Bet explains how it works with VIP players, evaluates geographical risks, and how its MEGA platform detects anomalies.
- The company sees compliance as a growth tool.By demonstrating the quality of their systems, the company facilitates the onboarding of new banks and market entry.
This turns compliance from an obligation into a competitive edge.
Corporate Culture
At Soft2Bet, everything starts with the team. Honesty, transparency, and accountability aren’t just imposed from the top – they’re part of everyday work. You can feel it in the small things: how meetings are run, how new employees find their rhythm, how managers explain changes. Because of this culture, external communication doesn’t feel like an attempt to hide or sugarcoat anything – it feels like a natural extension of internal integrity. When employees see that the company truly lives by its stated values, that authenticity is felt by partners and regulators too. And that’s where real trust begins.
Meaningful Communication
One message doesn’t fit all. Soft2Bet tailors its communication to specific target audiences:
- Banks and financial partners needing security assurance
- B2B operators and affiliates who trust the brand
- Tier 1 and Tier 2 media, both general and industry-specific
- SEO and public audiences on Google, Reddit, LinkedIn
- Internal stakeholders and teams
Each message is part of a broader system of trust-building.
Disinformation? Responding with Transparency and Speed
In today’s information landscape, companies are vulnerable to rumors and distorted facts. The most effective response to such challenges is an open stance and honest dialogue. Soft2Bet’s experience shows that trust is built when an organization reaches out to its audience with clear explanations.
Uri Poliavich’s public statements are perceived as a sign of responsibility and a human approach to the situation. Maintaining contacts with relevant media helps to convey the company’s position as accurately as possible.
This demonstrates transparency and a willingness to speak directly. Thus, Soft2Bet’s communication allows it to maintain trust even under pressure from disinformation.
The Uri Poliavich Effect: Why Leadership Visibility Matters
Founders often hide behind their brands. Uri Poliavich does the opposite. He regularly gives interviews, publicly explains the company’s approach,and takes responsibility for key initiatives.
His visibility strengthens:
- Trust among regulators and partners
- Loyalty from employees and affiliates
- Authenticity – especially in crisis situations
Poliavich isn’t just the founder. He’s part of the message. And in 2025, that’s more powerful than any slogan.
Key Takeaways: What Other Companies Can Learn
- Talk about compliance before you’re forced to defend it.
- Tailor your messaging to each audience.
- Fight disinformation with facts – quickly.
- Involve leadership in public communication.
- Treat communication as a growth driver, not just a shield.
Strategy, Not Decoration
In the finance and gaming industries, reputation used to be seen as secondary – something you fix when things go wrong. Today, it’s the foundation. One that must be built – daily, consistently, responsibly.
Soft2Bet’s approach proves: strategic communication is not a decoration. It’s infrastructure. And if you build it right, you won’t just survive the storm – you’ll become the company others follow.
How did the founder influence success?
Soft2Bet’s history is inextricably linked to its founder, Uri Poliavich. He is an entrepreneur and executive with more than 14 years of experience in the digital entertainment industry. Before founding Soft2Bet, he held senior positions in technology companies where he was responsible for product development and digital transformation.
His management approach combines business discipline with startup agility. Poliavich holds an MBA, which has shaped his perspective on synthesizing innovation and strategic sustainability. At Soft2Bet, he embodied the model of a company capable of combining work in B2C and B2B segments, focusing on the technical base and user experience. It was under his leadership that the MEGA platform was developed, a lineup of international brands was launched and partnerships with hundreds of gaming providers and payment systems were established.
First steps to becoming
Soft2Bet started as a platform for online gambling operators. Its focus was on building a flexible architecture with scalability. Already in the first year of its existence, fundamental technological modules were laid down – PAM (Player Account Management), a basic analytics system, and an interface for adaptation to local markets. This was made possible through compliance with international standards AML, KYC and full compatibility with the requirements of local regulators.
Active expansion phase
Soft2Bet has expanded its geographical presence. Licenses were obtained in Ontario (Canada), and the total number of licenses reached 19 across 11 jurisdictions. These successes were accompanied by the launch of new brands in the B2C area, including Betinia, Campobet, targeting Scandinavia and Central Europe.
In parallel, the B2B segment was strengthening. Soft2Bet platform offered operators a complete technology stack: from CRM and user behavior management to integration with 100+ game providers and 220+ payment systems. This resulted in a 35% revenue increase in the B2B sector in one year.
Soft2Bet’s technology stack
The company’s technology base is a stable system that supports adaptation to different markets and jurisdictions. This allows the company’s partners
to launch products in the shortest possible time (from 6 to 8 weeks from the start of the project). The main modules that make up the core of Soft2Bet platform:
- PAM (Player Account Management) – account management, data storage and protection of customers’ personal information;
- CRM with behavioral analytics – creation of personalized offers and marketing automation;
- Multilingual and adaptive frontend – interfaces localized for 20+ languages and currencies;
- Integrations with 220+ payment systems and over 200 game providers;
- MEGA platform – the basis for game missions, bonuses and real – time progression elements.
This ecosystem makes Soft2Bet a technology integrator that can adapt to the demands of any online gambling business model.
Development Prospects
Soft2Bet has gone from a startup to an international technology leader in iGaming in less than a decade. A combination of strategic management, technological investments and commitment to ethical standards has helped the company rank among the leading players in the industry. Its ecosystem spans account management and intelligent gamification. Soft2Bet is stepping confidently into the future of the industry at the intersection of technology, analytics and user experience.