Only a few names stand out in the iGaming industry the same way as Uri Poliavich does. Soft2bets’ journey began in 2016 as a modest startup from a small office and has grown into a multi-licensed industry giant. Poliavich, a visionary founder and CEO, has proved to have relentless drive, strategic thinking and passion for innovation. But his journey is not just about building one of Europe’s biggest iGaming companies. It is filled with events like a challenging start, prospering despite his surroundings and learning the art of giving back. Let’s get to know Uri better by exploring Soft2Bet’s multiple charitable foundations and the innovation that follows him.
Humble Beginnings
Uri was born in 1981 in Soviet Ukraine and describes his first 14 years as colorless and challenging to prosper: “I remember the feeling of hunger the most. Not just the physical hunger I felt as a kid, but the deep hunger to change my life. I wanted to escape the grayness that surrounded me, to replace it with something bright, meaningful, and full of color and purpose”. After relocating with his family to Israel, Poliavich completed high school and, after completing military service, earned a Bachelor of Law in Legal Studies from Bar-Ilan University. His early career life could be described as trying himself out in different roles until he shifted towards business development and took a role at Playtech, where he expanded the company’s presence in Central Asia and Eastern Europe.
Start of Soft2Bet
Leveraging his extensive experience in law and business, Uri founded Soft2Bet in 2016 out of a small office. Since the startup’s launch, it has evolved into a global iGaming platform service provider operating in over 16 jurisdictions. Soft2Bet owns many brands, including ToonieBet in Canada, CampoBet in Sweden, Denmark and Mexico and Betinia, among many others. The company’s research and development hub is in Limassol, while state-of-the-art headquarters are in Malta. Soft2Bet offers casino and sportsbook solutions, including over 12,500 games from more than 100 providers and a sportsbook service with 60 different sports and 1.2 million yearly events.
Under Uri’s leadership, Soft2bet developed MEGA – Motivational Engineering Gaming Application, which, in essence, is a gamification platform designed to enhance player engagement and revenue growth. Astonishing numbers follow the launch at ICE London in 2024, a year later: 50% rise in deposits, 4 times higher screen time, and 30% rise in deposit frequency, to name a few. These incredible results granted Soft2Bet a “Product Launch of the Year” award at the 2025 Global Gaming Awards in the EMEA region.
From Business Success to Philanthropy
Achieving business success was never the sole goal for Poliavich. In 2020, he and his wife, Yael, established the Yael Foundation. Uri recently said: “And that mindset applies not only to the job—but also to the charity. The charity fuels our purpose, inspiring us to grow the business and expand its impact. It pushes us to think bigger, act bolder, and build something that truly matters”. The philanthropic organization is responsible for strengthening Jewish identity through supporting access to high-quality education. The Foundation operates under the guiding principle of “No Jewish Child Left Behind” and has so far changed the lives of over 13,500 children across 37 countries. The Yael Foundation supports Sunday schools, kindergartens and various educational programs so every Jewish child can access their culture and heritage.
50 Million Innovation Fund and Soft2Bet Foundation
Following the success of the Yael Foundation, the company launched Soft2Bet Invest – a €50 million innovation fund designed to support emerging companies and entrepreneurs in the iGaming industry. The fund targets businesses using advanced AI technology to improve user experience and develop high-margin gaming software.
Let’s go over what the Soft2Bet Foundation stands for:
- Reflects Soft2Bet’s commitment to social responsibility.
- Provides children with access to education.
- Supports struggling communities with essential resources.
- Initiates environmental protection programs.
- Relieves burdens on animal shelters and wildlife protection programs.
Soft2Bet, under the grand vision of Uri Poliavich, is quietly redefining what success looks like. It’s not just about launching bold gaming platforms or investing millions – it’s about rooting the growth into something more enduring: purpose.
Feature image by Gambling Insider
