Uri Poliavich: Guiding Growth in Regulated iGaming

Uri Poliavich is a Ukrainian-born 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 over 100 employees, 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 in Ukraine, Uri Poliavich moved to Israel with his family at age 14. After completing high school, he served for three years in the Israel Defense Forces, an experience that shaped his methodical, team-oriented leadership style. He went on to earn a law degree and began his career in legal practice, eventually realizing that he was drawn toward a different professional direction.

Entering Operations: First Business Experience

Uri Poliavich began his business journey by managing operations across multiple sectors, including education, construction, and gaming retail. Though new to the industry, he quickly adapted to overseeing around 100 staff across several locations, gaining hands-on experience in cross-functional management and highvolume service environments.

During this period, he was involved in launching new gaming platforms, gaining valuable experience in logistics, user-facing services, and regulatory compliance all of which helped lay the groundwork for his future in platform development.

Early Development: Soft2Bet’s First Steps

In the next step of his career, Poliavich became more deeply involved in the gaming industry, gaining insight into both B2B partnerships and independent operations which, in turn, helped him develop a clearer understanding of the sector’s commercial dynamics and growth potential.

These experiences directly informed the early vision for Soft2Bet, which he founded in 2016 together with his wife Yael. The first brand was launched with a small, focused team. From there, the company grew quickly, eventually scaling to more than 100 employees.

Soft2Bet’s Headquarters: 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 a multicultural team of professionals working across legal, licensing, and operational functions.

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

Technology and Licensing: Commitment to Market Regulations

Soft2Bet’s expansion has been built around a commitment to regulated market entry and continuous platform development. The company holds multiple European licenses including in Sweden, Denmark, and Malta 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.

Expanding Westward: Preparing for the U.S. and Canada

Poliavich is now directing Soft2Bet’s entry into North America. The company is operational in Ontario and is finalizing certification for its first U.S. launch in New Jersey. All licensing has been approved, and final platform testing is underway ahead of a planned rollout in 2025.

The strategy mirrors the company’s European playbook: start with B2C brands to establish presence, then explore B2B licensing partnerships. While expansion into North America presents new regulatory challenges, Poliavich has positioned the company to proceed in stages, focusing on compliance and measured rollout.

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 multicultural environments, Poliavich brings a practical understanding of diverse 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.