Uri Poliavich: Leading Soft2Bet’s European iGaming Growth

Uri Poliavich is a Ukrainian-born entrepreneur whose career path — from law to leadership in iGaming — reflects a practical approach to growth in the European tech sector. As founder and CEO of Soft2Bet, Poliavich has overseen the company’s entry into regulated markets across Southern and Northern Europe. With a strong operational presence and an ambitious growth roadmap, Soft2Bet has quickly established itself as a key player in the iGaming industry.

Early Life and Background: Ukrainian Roots, International Outlook

Born in 1981 in Ukraine, at the age of 14 Uri Poliavich relocated with his family to Israel, where he completed his education and served three years in the Israeli military. He has cited his military service as an influence on his leadership approach. Poliavich later trained as a lawyer, practicing commercial and real estate law. Over time, he sought a faster-paced environment and began looking for new challenges outside the legal field.

From Central Asia to Europe: First Steps in Operations

Poliavich’s entry into business began with a bold move to Kyrgyzstan, where he accepted a diverse management role with the WK Group. Among several responsibilities, he found himself operating a network of retail betting shops. Despite no prior industry experience, he managed teams of up to 100 employees and oversaw daily operations, gaining a practical education in consumer behavior and high-volume transactional environments.

It was here that he launched Kyrgyzstan’s first white-label gaming platform, partnering with BetConstruct. Later, he played a key role in building the national lottery infrastructure in collaboration with Playtech. His initiative included traveling across remote regions to build distribution networks, early signs of the ambitious logistical thinking.

Building the Foundation of Soft2Bet: From Moldova to Ukraine

In 2012, Poliavich moved to Moldova with his wife Yael to be closer to the European market. He balanced two roles: one as a white-label gambling operator, another as a sales representative for Playtech. These parallel experiences gave him both entrepreneurial and corporate exposure, while also helping him build relationships within the iGaming ecosystem.

During this period, the initial framework of Soft2Bet was formed. The first version of the platform was modest, more of a functioning prototype than a product.

By 2016, Poliavich Uri had returned to Ukraine with his wife to formally establish Soft2Bet. Within weeks, the company launched its first brand in Kyiv. From there, the company scaled rapidly, soon employing over 350 people in Ukraine before expanding its headquarters to Cyprus and, eventually, Malta.

Malta Headquarters and Southern European Expansion

For the Italian market and the wider Mediterranean region, Malta is a key jurisdiction in the regulated iGaming world. Poliavich recognized this early and moved Soft2Bet’s corporate headquarters to Malta in 2018. The newly opened Malta office in April 2024, now hosts more than 200 employees and serves as a strategic hub for regulated market operations, including licensing, compliance, and market-specific support.

This expansion into Malta is part of a broader Southern European strategy. Poliavich has emphasized the importance of tailoring content, compliance, and product offerings for each local market – for countries like Italy, where cultural context, consumer preferences, and regulatory frameworks are distinct.

Scaling Soft2Bet: Regulation and Technology

Uri Poliavich’s leadership is shaped by a practical focus on scaling operations through regulatory compliance and consistent investment in technology. Soft2Bet holds multiple licenses across Europe, including in Sweden, Denmark, and Malta. In 2023, the company entered seven new markets and saw EBITDA triple year-over-year, a result that led to Poliavich’s nomination for Executive of the Year at the Global Gaming Awards.

The company’s product roadmap emphasizes a dual-pronged model: growing its B2C brands while simultaneously expanding its B2B offering. This approach provides stability and cross-functional market insights, allowing Soft2Bet to remain agile while entering new territories.

The Italian market, with its long-standing tradition in games of skill and chance, is a clear target for the company’s future B2B efforts. As regulation continues to mature and digital adoption increases, Soft2Bet’s experience in localized content delivery and compliance gives it a competitive edge.

North America and Beyond: The Next Chapter 

Poliavich is now leading Soft2Bet’s planned expansion into the North American market. The company is operational in Ontario and finalizing preparations for its launch in New Jersey. All licensing has been obtained, and the platform is now progressing through final certification procedures. The expected go-live date is Q2 2025. This North American strategy mirrors the one used in Europe: start with B2C, establish traction, then open the technology and operations to B2B clients.

Uri Poliavich’s Multicultural and Hands-On Approach

Poliavich prefers a hands-on leadership style and encourages in-office work for core teams such as product, design, and tech. He believes that working together in person supports better collaboration and faster decision-making, even as remote work becomes more common.

His team is distributed across several countries, and his international background — with experience living in Ukraine, Israel, Kyrgyzstan, Moldova, Cyprus, and Malta — has shaped his support for multicultural hiring and team-building. This mix of global perspective and people-focused management may resonate with readers familiar with locally rooted business cultures.

Family and Philanthropy

Uri Poliavich’s wife, Yael, is not only his life partner but also co-founder of the Yael Foundation, launched in 2020. Their philanthropic work focuses on Jewish education and identity, and has a reach that spans over 35 countries. The foundation supports 47 day schools, 15 Sunday schools, 10 kindergartens, and multiple after-school programs.

For example, the foundation has recently contributed to Jewish education infrastructure in Rome and supported local community initiatives there. These efforts are part of a broader commitment to cultural preservation and educational access across Europe, including Eastern European countries and Israel.

Looking Ahead

When asked about his journey, Poliavich once replied simply: “What’s next?” That question sums up his approach — looking ahead rather than dwelling on past achievements. For him, each step forward is just part of a longer path.

As Italy continues to grow as an important market for regulated iGaming, Poliavich Uri  and Soft2Bet are likely to expand their presence through partnerships, B2B platforms, or locally adapted B2C brands.

His combination of operational experience, regulatory insight, and multicultural leadership places him in a unique position to influence not only how Soft2Bet evolves, but also how the next generation of iGaming firms think about growth, governance, and global reach.