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 foundeк 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.
Ready to Learn More About Soft2Bet’s Growth and Innovation?
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.
Roles & Contributions
- LeaderColleagues and partners of Uri emphasize that as an impeccable leader, he must persevere, convey concise messages of innovation and collaboration, to ensure that any related organization can benefit from lasting success.
- InnovatorSystematically keeps up with emerging trends and implements new technologies, including personalization and AI, content preference to improve product quality and user experience; focused on the sustainable, long-term impact.
- Opinion LeaderUri regularly contributes educational content about casual gaming and social trends to bring players together while creating new & higher levels of entertainment.
- Philanthropist“The very first moment the business broke even, the idea was to create something that would re-enforce childrens’ feelings about being part of the Jewish community. This is what pushed us toward creating the Yael Foundation,” states Uri Poliavich.
- Community KeeperCares deeply about the people and places around him, regularly contributing to charitable organizations and helping those in need. He started the foundation to save children with rare diseases around the world, inspiring others to join him in this mission.
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.
Ready to Learn More About Soft2Bet’s Growth and Innovation?
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.