Uri Poliavich – Driving Innovation in Global iGaming

The Soft2bet CEO, Uri Poliavich, has combined a commitment to innovation, strategic vision, and an entrepreneurial spirit to create one of the most respected companies in the sector. Since founding Soft2Bet in 2016, Poliavich has led the company’s growth into a worldwide operator and provider of solutions, garnering recognition in Canada, Europe, and other areas.

His approach has never been limited to quick fixes. Creating a business plan that would allow for rapid expansion and comply with regulatory standards from the outset was a top priority for Poliavich. Because of this focus, Soft2Bet was able to quickly establish itself in highly competitive areas and build a reputation for reliability and innovation. Under his leadership, Uri Poliavich Soft2Bet developed into a company that could successfully manage business-to-business alliances with consumer-facing brands, establishing a new benchmark for long-term, steady growth in the sector.

Early Inspiration and Professional Background

The story of Uri Poliavich began in 1981 when he was born in Ukraine. At fourteen, he moved with his family to Israel. The change introduced him to a new culture and helped build the adaptability that later shaped his career. He served in the Israeli military for three years after graduating from high school, which helped him acquire the self-control, accountability, and strategic thinking he would need for his future business career. Even though Uri Poliavich age places him in his early forties today, his formative years continue to be crucial to his identity as a leader.

Poliavich’s international upbringing shaped his perspective. Uri Poliavich was able to seamlessly transition between different cultural and professional environments because of his nationality. 

The next stepping stone was education. At Bar-Ilan University, Poliavich Uri pursued a Bachelor of Law (LLB) in Legal Studies from 2005 to 2009. In the highly regulated iGaming sector, his law studies had given him a strong foundation in compliance and regulatory frameworks. Simultaneously, his early professional roles—first in legal positions and then in international company development—enabled him to put theory into reality. The foundation for his 2016 business leap was laid by these early experiences.

Entrepreneurial Journey and Key Milestones

By 2016, Uri had combined his years of legal and commercial expertise to be ready to launch his own company. That year, he founded Soft2Bet with the intention of creating a solution that would be advantageous to both operators and players. Developing a platform that integrated state-of-the-art technology, regionalized experiences, and regulatory compliance was his aim. From humble beginnings, Soft2Bet quickly grew into a respected global operator that enjoys popularity in regulated areas. 

The company was structured around two pillars: B2B solutions for partners and B2C brands for end-users. As the Soft2Bet owner, Poliavich drove development in both areas. Soft2Bet provided operational services, integrated payment systems, and turnkey platforms on the B2B side, enabling other operators to thrive in highly regulated settings. The business introduced a portfolio of regional brands that are suited to particular markets on the business-to-consumer (B2C) side. This dual focus made it possible for the business to grow steadily and made it a dependable partner in the iGaming ecosystem.

Under Uri Poliavich Soft2Bet, the portfolio of brands reflected his philosophy of localization and adaptation:

• Tooniebet – tailored for Ontario, meeting Canadian player expectations and regulations.
• Betinia – designed for Nordic markets (Denmark, Sweden) with gamified sports and casino content.
• Swiper – developed for Sweden and Romania, focusing on mobile-first gamification.
• CampoBet – popular in European jurisdictions, combining sportsbook and casino offerings.
• Don.ro – created for Romania, aligning with regional culture and compliance.

Soft2Bet showed how an operator might expand globally without sacrificing local relevance with these launches. Every brand turned into a turning point in Poliavich’s business career, demonstrating his capacity to blend creativity with strict adherence to regulations. The company’s quick growth made it a major force on the world stage and set new standards for innovation and long-term success.

Leadership Style and Innovation Approach

Uri Poliavich’s leadership philosophy and strategic choices are both factors in Soft2Bet’s success. He has consistently underlined the significance of striking a balance between vision and execution in his role as Soft2bet CEO. In order to ensure that every department works toward common goals while allowing for originality, his management approach blends innovation, transparency, and responsibility.

Uri Poliavich’s leadership has helped shape a culture at Soft2Bet that values creativity and collaboration, uniting technology, product design, marketing, and compliance teams around shared goals. Soft2Bet’s ability to adapt quickly to changing market conditions and regulatory changes has been greatly aided by this cross-functional involvement. According to Uri Poliavich, leadership is about creating an environment that encourages creativity rather than enforcing rules.

Transparency is another feature that distinguishes his style. Under Uri Poliavich’s leadership, transparent communication keeps teams connected to the company’s direction and goals. A focus on recognition, mentorship, and shared responsibility supports continuous development and sustainable success. The business culture prioritizes transparency, collaboration, and continuous improvement as essential elements of success.

Core principles of Uri Poliavich’s leadership:

• The fundamental component of innovation is the incorporation of imaginative problem-solving into all operational levels.
• Transparency in action is the open sharing of objectives, measurements, and outcomes within the company.
• Accountability with recognition – holding teams responsible while celebrating milestones.
• Global perspective – ensuring that decisions align with both international expansion and local needs.
• Mentorship and growth – supporting employee development and inspiring new leaders.

Soft2Bet is now a business that stands out for both its corporate culture and its goods thanks to this leadership approach. Poliavich’s focus on accountability and innovation guarantees the company’s sustained growth in cutthroat international marketplaces.

Future Vision and Legacy

With an eye toward the future, Uri Poliavich keeps Soft2Bet at the leading edge of the worldwide iGaming industry. While breaking into new regulated markets remains a primary goal, his approach goes beyond straightforward geographic growth. Effective leadership, in his opinion, requires building enduring structures that combine cutting-edge technology and enduring cultural influence. Under Uri Poliavich Soft2Bet, the business plans to maintain the highest compliance requirements while improving its platforms, bolstering regional brands, and growing alliances.

Soft2Bet Invest, a €50 million fund launched in 2024, is among his most ambitious projects. The fund, which is intended to assist new and developing businesses in the iGaming and casual gaming industries, reflects Poliavich’s commitment to fostering the next wave of businesspeople. The program has already gained recognition; it was given the Outstanding Contribution to Gaming award at SiGMA the same year. Poliavich is convinced that promoting innovation in the industry would ensure that iGaming continues to grow in a responsible and vibrant way.

Future Priorities under Uri Poliavich’s Leadership

For Uri Poliavich, legacy is about more than professional milestones. It is about shaping the values, structures, and innovations that will define iGaming’s next era while also leaving a lasting social impact through education and community support.