While much of the iGaming industry has focused on rapid expansion and high-visibility growth, Soft2Bet, under the leadership of founder and CEO Uri Poliavich, has taken a more measured approach. Since its establishment, the company has prioritized technology development, regulatory compliance, and sustainable scaling—factors that have helped it expand into multiple regulated markets without relying on off-the-shelf solutions.
Building a Proprietary Platform
Soft2Bet’s core technology is a proprietary platform built to support multiple brands across jurisdictions. The company developed the system internally rather than licensing third-party solutions, with the aim of ensuring adaptability to varying regulatory requirements and player preferences across markets such as Sweden and Ontario.
Central to this approach is the company’s MEGA (Motivational Engineering Gaming Application) platform, designed to enhance player engagement through gamification and personalized experiences. Soft2Bet positions MEGA as a flexible infrastructure capable of supporting compliance, scalability, and long-term growth. The platform has received industry recognition for its role in improving operational efficiency and player retention.
Controlled Expansion Strategy
Soft2Bet currently operates in 19 regulated markets, including several in Europe and North America. The company attributes this expansion to a deliberate, research-based strategy rather than rapid market entry. Each launch is preceded by localization efforts to meet regional legal and technical requirements.
Poliavich’s approach emphasizes timing and readiness over speed, focusing on establishing a presence only when the company’s infrastructure and compliance systems are fully aligned with local regulations. This strategy has contributed to Soft2Bet’s reputation for steady, compliant growth in a sector often characterized by volatility.
Investment and Industry Development
Beyond its own operations, Soft2Bet has introduced Soft2Bet Invest, a €50 million investment fund supporting early-stage companies in the iGaming and gaming technology sectors. The initiative aims to back startups developing innovative tools and ideas that align with responsible gaming and technological advancement.
According to the company, the fund is intended to strengthen the broader iGaming ecosystem by supporting projects that contribute to higher industry standards and more sustainable business practices.
Recognition and Industry Impact
Poliavich’s leadership has been acknowledged by industry organizations. In 2024, he received the “Leader of the Year” award at the SBC Awards, followed by the “Executive of the Year” honor at the 2025 Global Gaming Awards EMEA. Soft2Bet’s platform and gamification technology were also recognized for their contribution to operational and engagement innovation within the sector.
These recognitions reflect the company’s steady growth trajectory and commitment to technology-driven differentiation in a competitive marketplace.
Looking Ahead
Soft2Bet continues to focus on refining its existing platforms and expanding its regulatory footprint methodically. Rather than pursuing frequent strategic pivots or trend-based shifts, the company remains focused on operational efficiency, compliance, and sustainable development.
For Uri Poliavich, the long-term goal appears to be building an organization that balances innovation with stability—a model that prioritizes structure and scalability over short-term market attention.