Uri Poliavich: Guiding Growth in Regulated iGaming

Uri Poliavich is an entrepreneur and business executive whose path spans law, international operations, and online platform development. As the founder and CEO of Soft2Bet, he has guided the company’s growth into multiple European markets, focusing on compliance, localization, and structured product development. With teams operating in Malta, Cyprus, and beyond, Soft2Bet today manages a broad portfolio of B2C brands and platform partnerships, with a steady expansion strategy aimed at long-term sustainability.

Early Life: Legal Training and Leadership Foundations

Born in 1981, Uri Poliavich moved with his family at age 14. After completing high school, he served for three years in the Defense Forces, an experience that shaped his methodical, team-oriented leadership style. He later earned a law degree and entered the field of commercial and real estate law.

Entering Operations: Business Experience

Poliavich began his business career with the WK Group, managing daily operations across sectors like education, construction, and gaming. Though new to the field, he took on responsibilities for over 100 staff across multiple retail locations, including a growing network of betting shops.

During this time, he helped launch first white-label gaming platform in partnership with BetConstruct and supported Playtech in deploying the national lottery infrastructure. These projects offered practical insights into customer service, logistics, and regional compliance — forming the groundwork for future platform development.

Early Development

In 2012, Poliavich moved to focus on iGaming full-time. He simultaneously ran a white-label operation and worked in sales at Playtech, giving him a perspective on both B2B vendor relationships and independent operations.

These experiences directly informed the early vision for Soft2Bet, which he founded in 2016. The first brand launched with a small, focused team. From there, the company grew quickly, scaling to more than 350 employees and later relocating central functions to Cyprus and Malta.

Building a Regional Hub: Maltas Role in
the Company’s Growth

Recognizing the importance of Malta’s regulatory framework and business infrastructure, Poliavich moved Soft2Bet’s corporate headquarters there in 2018. The new office, opened in 2024 near Mdina and St. Julian’s, now hosts more than 200 employees across legal, licensing, and operational teams.

Malta serves as a base for Soft2Bet’s broader Southern European strategy, including activities in Italy and other Mediterranean markets. Poliavich continues to emphasize localized approaches, adapting both platform features and compliance models to fit jurisdiction-specific standards.

Technology and Licensing: Expanding
Through Regulatory Readiness

Soft2Bet’s expansion has been built around a commitment to regulated market entry and continuous platform development. The company holds multiple European licenses, and has expanded into seven new jurisdictions since 2023. That year also saw a notable increase in EBITDA and led to Poliavich’s shortlisting for Executive of the Year at the Global Gaming Awards.

The company operates both consumer-facing brands and a modular platform for external partners. This dual model allows it to remain flexible, using insights from B2C operations to inform B2B development, and vice versa

Working Across Borders: Team Structure and Company Culture

Poliavich supports a collaborative, office-first work style for key teams, including technology and product development. He believes in the value of inperson decision-making and cross-functional proximity for faster iteration.

Having lived and worked in multiple countries, Poliavich brings a practical understanding of multicultural business dynamics. Soft2Bet now employs professionals from over 30 nationalities and continues to prioritize local market knowledge across its teams.

Continuing Forward: A Practical View on Expansion

When discussing company progress, Poliavich often points to a simple mindset: What’s next?” That question frames Soft2Bet’s ongoing product work, hiring decisions, and market strategy.

As the company continues to grow across Europe and into new regions like North America, the focus remains on building a platform that supports localized services, strong compliance, and steady operational performance. Poliavich’s role continues to center on strategic oversight and shaping the next stages of regional entry