Uri Poliavich founded Soft2Bet in 2016 with a clear goal: transform how online gaming operators engage players. Eight years later, his company operates across 11 regulated jurisdictions and powers some of the industry’s most successful gaming brands.
Soft2Bet now holds 19 licenses and employs over 100 people dedicated to building innovative gaming solutions.
What sets Poliavich apart is his approach to problem solving. While other companies focus on incremental improvements, he identified fundamental gaps in player engagement and built technology to fill them.
Who is Uri Poliavich and What Makes Him Different?
Poliavich saw an industry stuck in outdated patterns. Players bounced between platforms. Operators struggled to retain users. Traditional gamification felt forced and disconnected from actual gameplay.
He launched Soft2Bet as both a B2B supplier and B2C operator. This dual approach gave his team direct insight into what works and what doesn’t. They could test features on their own brands before offering them to partners.
The strategy paid off. Under Poliavich’s leadership, Soft2Bet developed the Motivational Engineering Gaming Application (MEGA) in 2023. This platform changed how operators think about player retention.
Building a Company That Solves Real Problems
Poliavich structured Soft2Bet around three core areas:
B2C Gaming Brands
The company operates five distinct brands:
- Betinia (Denmark, Sweden)
- Campobet (Denmark, Sweden)
- Tooniebet (Ontario, Canada)
- Quickcasino (Sweden)
- Don.ro (Romania)
Each brand targets specific markets with localized content and language support. This gives Soft2Bet real world data on player behavior across different regions.
B2B Operator Solutions
Operators get turnkey solutions that include:
- Frontend customization
- Casino integration with 12,500+ games
- Sportsbook integration
- Managed services for support and compliance
- Payment system connections
- The MEGA gamification platform
Soft2Bet Invest
In July 2024, Poliavich launched a €50 million innovation fund. The fund supports entrepreneurs building new gaming technology. This move positions Soft2Bet as an industry leader in nurturing next generation talent.
The MEGA Platform Changes Player Engagement
MEGA represents Poliavich’s core innovation. The platform delivers measurable results that other gamification systems can’t match.
The numbers tell the story:
- Player screen time increased 4X
- Net Gaming Revenue grew 65%
- Deposit amounts rose 50%
- Average Revenue Per User jumped 45%
What makes MEGA work? Poliavich designed it as a complete solution rather than just a technical engine. Operators can customize which features to activate based on their player demographics.
The platform includes avatars, collectibles, and city building mechanics. Players engage with these elements naturally as part of their gaming experience. The gamification doesn’t feel tacked on.
MEGA integrates with any casino or sportsbook operator. The system offers flexible rewards and intelligent bonus triggers. Advanced user segmentation helps operators target the right players with the right incentives.
Industry Recognition Follows Results
Poliavich’s work earned him Executive of the Year at the 2025 Global Gaming Awards EMEA. Soft2Bet took home two additional awards at the same ceremony: Platform Provider of the Year and Product Launch of the Year for MEGA.
The company’s trophy case includes:
- iGaming Sword Award 2023 for Turnkey Supplier of the Year
- Outstanding Contribution to Gaming 2024 at SiGMA East Europe
- Multiple recognitions from EGR, SBC, and other industry leaders
These awards matter because they come from peer organizations. Other companies in the space recognize what Poliavich built.
Commitment to Responsible Gaming
Poliavich prioritizes player safety. Soft2Bet maintains dedicated teams for responsible gaming, fraud detection, and compliance. The company operates under strict licensing standards and faces regular audits from gaming authorities.
This focus goes beyond meeting requirements. Soft2Bet implements additional measures to promote safe gameplay. The approach builds trust with both regulators and players.
Where Poliavich Takes the Industry Next?
You can see Poliavich’s vision in three areas:
Global Expansion: Soft2Bet supports 20+ languages and 70+ payment methods. The platform hosts over 1 million live events annually. This infrastructure supports growth into new markets.
Technology Investment: The €50 million innovation fund shows Poliavich’s commitment to advancing the industry. He’s not just building his own company. He’s helping create an ecosystem of innovation.
Proven Results: MEGA’s performance metrics demonstrate what’s possible when you build technology around player behavior rather than trying to force players into existing systems.
Poliavich transformed a startup into a regulated, multi jurisdiction operator in under a decade. His approach combined technical innovation with market understanding. The result is a company that shapes how the industry thinks about player engagement.
