Uri Poliavich: Leadership at the Intersection of Technology and Regulation

Uri Poliavich is recognized across the online entertainment industry for his steady rise from regional entrepreneurship to leading a multinational organization. As a founder and CEO of Soft2Bet — a platform provider and operator working across B2B and B2C segments — Uri has shaped a business defined by operational resilience and multicultural awareness. Today, he oversees over 100 employees and maintains a clear focus on compliance, user engagement, and innovation. His career is marked by calculated expansion, collaborative leadership, and a strong emphasis on long-term sustainability in highly regulated markets.

Early Life and Education

Uri was born in Ukraine in 1981 and came of age during the transitional years that followed the Soviet era. At 14, he relocated with his family to Israel, where he finished high school and went on to complete three years of mandatory service in the Israel Defense Forces. The experience helped shape his sense of discipline and gave him early exposure to leadership under pressure.

Following his service, Uri studied law and began his career as a lawyer. While the field offered professional stability, he soon found himself seeking a different career path.

Breaking into the Industry

Uri’s transition into business began with a role managing operations across multiple industries, including construction, education, and gaming retail. This early position exposed him to the fast-moving dynamics of consumer-facing services. The intensity of gaming operations, in particular, highlighted for Uri the value of adaptability, hands-on leadership, and rapid decision-making — principles that would later define his strategic direction.

He managed a team of approximately 100 people, gaining firsthand experience in team leadership, operational problem-solving, and growing a business in a new environment. This practical exposure played a key role in shaping his approach to entrepreneurship.

Laying Technical and Regulatory Groundwork

In the early stages of his career, Uri contributed to the development of regional gaming projects, supporting large-scale platform launches and helping build distribution networks across diverse locations. The experience deepened his understanding of infrastructure planning, regulatory considerations, and the practical demands of expanding digital services into emerging markets.

During this time, Uri met Yael, who would later become his wife. Their shared outlook and principles would help shape the foundation and culture of what eventually became Soft2Bet.

The Beginning of Soft2Bet

In the next step of his career, Uri deepened his involvement in platform and product development, gaining broader exposure to how gaming services operated across European markets. This phase allowed him to refine his understanding of scalable infrastructure and adapt products to meet the demands of different regulatory and consumer landscapes.

In 2016, Uri and Yael launched Soft2Bet’s first brand. It featured a minimal but functional framework built with scalability, automation, and regulatory alignment in mind. Created by a lean but committed team, the launch marked the formal creation of the company.

What began as a side project quickly evolved into a full-scale operation, powered by Uri’s growing vision for a modular, highcompliance platform.

Scaling Rapidly

By 2018, Soft2Bet was experiencing rapid growth, seeing rising demand from partners across regulated European markets. To support this momentum, the company established a headquarters in Malta, drawn by its robust infrastructure and progressive regulatory landscape. This strategic move enhanced cross-team collaboration and provided a solid foundation for the company’s expanding global presence.

As for Uri himself, he and Yael chose to move to Cyprus. This marked a new chapter as the couple welcomed their two children and established roots on the island, where the family continues to reside today.

Soft2Bet’s Expansion in Malta

Soft2Bet’s connection with Malta began back in 2018, reflecting the jurisdiction’s importance as a European licensing and business hub. This relationship culminated in April 2024 with opening a new office to serve as a central location for regulatory, compliance, legal, and commercial functions.

Uri maintains regular involvement in the office’s activities, often traveling between Cyprus and Malta. His approach to leadership favors proximity and transparency, keeping senior leadership closely connected to day-today operations and team dynamics.

The American Opportunity

Soft2Bet is actively planning its entry into the U.S. market, with New Jersey identified as the next key focus following its regulatory launch in Ontario, Canada. As of 2025, the company is in the final stages of securing certification and is evaluating essential operational elements such as team setup, data infrastructure, and potential B2B licensing models. Uri’s approach emphasizes careful preparation and phased implementation, favoring measured pilot initiatives over fast-paced expansion.

The strategy involves setting up a team on the ground in the U.S., working closely with state regulators, and forming partnerships to support distribution and operations. Uri sees the U.S. expansion as a proving ground for Soft2Bet’s ability to adapt and operate sustainably in a complex and closely regulated market.

Achievements and Recognition

Soft2Bet continued its steady growth across Europe, entering several new markets such as Denmark and strengthening its presence in areas like Sweden and the Baltics. The company’s regional strategy led to doubling EBITDA, underscoring its operational progress. During this time, Uri Poliavich was also nominated for Executive of the Year at the Global Gaming Awards, recognizing his role in guiding the company’s expansion.

Uri remains focused on delivering measurable results, setting goals grounded in data and market insight rather than projections. This practical mindset has contributed to Soft2Bet’s reputation as a reliable and well-aligned operator in regulated markets.

Balancing B2B and B2C Growth

Under Uri Poliavich’s leadership, Soft2Bet follows a dual-growth strategy that balances direct-to-consumer brand development with B2B platform licensing. The company builds and operates its own brands while also offering its modular technology to external partners across Europe, with plans to expand into North America.

Such structure creates both resilience and agility. B2C operations offer insights and drive innovation, while B2B partnerships provide stable revenue and scalability. This balance allows Soft2Bet to remain adaptable to regulatory shifts and consumer trends across different markets.

Family and Personal Life of Uri Poliavich

Uri Poliavich lives in Limassol, Cyprus, with his wife, Yael, and their two children. The couple met during the early stages of Uri’s career and have since built both a family and a company together, with Yael playing an integral role in Soft2Bet’s early development.

Cyprus has become a long-term home for the family and a strategic base for the company. Uri maintains a regular travel schedule between Cyprus and Malta, reflecting his belief in staying closely connected to operational teams and core leadership across locations.

What’s Next?

Uri’s leadership philosophy can be summed up in a recurring question: What’s next? This mindset drives his outlook on product innovation, market selection, talent recruitment, and company culture. He sees business as a continuous cycle of iteration, evaluation, and renewal.

Looking ahead, Uri plans to continue growing Soft2Bet’s product suite, invest in new markets cautiously, and guide the company through further geographic and technological expansion. Whether building teams, launching tech, or supporting internal growth, his focus remains on long-term relevance and impact.