Uri Poliavich: Leading Soft2Bet Toward Global iGaming Impact

From a career in law to leading one of Europe’s fastest-growing iGaming companies, Uri Poliavich has built a path defined by strategic expansion, regulatory expertise, and a deep understanding of operational complexity. As the founder and CEO of Soft2Bet, Poliavich is guiding the company’s international growth, including its planned entry into the North American market.

Early Career and Background: From Law to Business

Born in Ukraine in 1981, Uri Poliavich age is now 44 as of 2025. He moved with his family to Israel as a teenager, where he completed his high school education and served three years in the Israeli military. His early experiences — both cultural and professional— shaped a global perspective and a strong foundation in discipline and leadership.

Pursuing a career in law, Poliavich practiced commercial and real estate law before turning toward business. During this time, he became more involved in business operations and started developing an interest in working within regulated industries.

Gaining Operational Experience in Central Asia

Poliavich Uri first entered the business world through an opportunity in Kyrgyzstan. He worked with the WK Group, managing betting shops and lottery services—despite having no prior experience in the gambling sector. This role gave him hands-on insight into daily operations, managing teams of up to 100 employees.

During his time there, he launched Kyrgyzstan’s first white-label gaming platform using BetConstruct technology. Later, he helped set up the national lottery’s digital infrastructure with support from Playtech. These efforts gave Poliavich both industry credibility and technical exposure at an early stage of his career.

Relocation to Moldova: Laying the Groundwork for Soft2Bet

In 2012, Poliavich moved to Moldova with his wife. He combined two roles—running his own white-label business and working with Playtech as a regional sales representative. This mix of entrepreneurial and vendor-side experience helped him identify key gaps in both B2C and B2B areas of the gaming market.

The insights gained during this period formed the foundation for what would later become Soft2Bet. His approach was structured: understand the licensing environment, master the platform mechanics, and develop products tailored to specific market needs.

Uri Poliavich and the Founding of Soft2Bet

By 2016, Uri Poliavich returned to Ukraine and founded Soft2Bet. The company launched its first brand shortly after setting up operations in Kyiv. The early team focused on rapidly deploying in-house brands on a single platform. Starting with a small group, the company grew to over 350 employees in Ukraine.

Soft2Bet later relocated its headquarters to Cyprus and then Malta—two key jurisdictions for regulated iGaming in Europe. While the early platform was B2C-focused, it was built with future B2B licensing opportunities in mind.

Strategic Licensing and European Expansion

Under Poliavich’s leadership, Soft2Bet pursued a regulatory-first approach. The company obtained licenses in Malta, Sweden, and Denmark — focusing on long-term, regulation-aligned growth. Rather than entering markets with short-term tactics, Soft2Bet aligned its products with the local legal and consumer environments.

Between 2021 and 2023, the company doubled down on this strategy, expanding into seven additional regulated markets in Europe. The result was a 300% increase in EBITDA in 2023 and several industry award nominations for its executive team, including Uri Poliavich.

Scaling Operations: Building Malta as a Regulatory Hub

Recognizing the value of proximity to key regulators and partners, Soft2Bet expanded significantly in Malta. In April 2024, the company opened its new Maltese headquarters with over 200 employees focused on compliance, legal, customer support, and B2B integration.

This base serves not only as the core of Soft2Bet’s European operations but also as a model for how Poliavich intends to replicate the structure in new markets, including North America.

North American Expansion: Preparing for New Jersey Launch

A major step in Soft2Bet’s global strategy is its expansion into North America. The company has already gone live in Ontario, Canada, and is preparing to launch operations in New Jersey. All licensing procedures for New Jersey have been completed, and the company is in the final stages of platform certification.

Poliavich Uri has been clear about the strategy: establish B2C brands to gain market intelligence, then open up to B2B clients through licensing and white-label solutions. This phased approach mirrors the method used successfully in Europe.

With New Jersey as the initial entry point into the U.S. market, Soft2Bet is betting on compliance, localized content, and a strong product roadmap to stand out in an increasingly competitive environment.

Leadership Style: Hands-On, Collaborative, and In-Person

Uri Poliavich is known for his direct, hands-on leadership. Despite the popularity of remote work, he prefers that core teams—such as product development, design, and engineering—work from the office. He believes that face-to-face collaboration and real-time problem-solving are important drivers of innovation.

Soft2Bet’s teams are based in multiple locations, including Cyprus, Malta, and Ukraine. By maintaining an international structure with strong local leadership, Poliavich helps the company stay responsive to evolving regulatory environments and market demands.

Corporate Strategy: Balancing B2B and B2C Growth

Soft2Bet’s structure under Poliavich involves a carefully balanced dual-growth model. On one side, the company builds and operates its own B2C brands. On the other, it licenses its technology platform to partners across Europe and, soon, North America.

This duality creates resilience. If a market’s B2C performance is challenged by regulatory changes or consumer trends, the B2B segment provides a stable revenue stream. It also allows the company to gather product feedback quickly and apply learnings across both segments.

Family and Personal Life of Uri Poliavich

Uri Poliavich is married to Yael Poliavich. Together, they co-founded the Yael Foundation in 2020, a philanthropic initiative aimed at supporting Jewish education worldwide. The foundation has made significant contributions, impacting over 13,500 Jewish students across 35 countries.

The couple resides in Limassol, Cyprus, where they are raising their two children. Their family life reflects a commitment to both personal values and community engagement, balancing professional endeavors with philanthropic efforts.​

Future Outlook: What’s Next for Poliavich Uri?

Looking ahead, Uri Poliavich continues to focus on global expansion—especially in North America and additional EU jurisdictions. The company is exploring market entries in Germany, Romania, and select Latin American countries.

In the U.S., Soft2Bet’s entry into New Jersey will serve as a proof of concept. If successful, it could open doors to other states such as Michigan and Pennsylvania. The B2B licensing model offers a clear path to growth, particularly among regional operators seeking reliable, flexible technology platforms.

Uri Poliavich’s career combines legal knowledge, hands-on operational experience, and an international outlook. With successful projects across multiple markets and ongoing expansion into North America, he continues to play an active role in the global iGaming industry as it evolves.