The iGaming industry has produced its share of ambitious ventures over the past decade, but few have scaled as deliberately as Soft2Bet. At the helm of this technology-driven company is its founder and CEO, Uri Poliavich. Uri Poliavich is a entrepreneur and investor with over 13 years of leadership experience in the online entertainment sector, whose journey from modest beginnings to building an internationally recognised platform offers a compelling study in modern business leadership.
Born in Soviet Ukraine in 1981, Poliavich emigrated to Israel at the age of 14 with his family. There he completed high school, served three years in the Israeli army, and later earned an LLB degree from Bar-Ilan University between 2005 and 2009. His early career began in commercial and real estate law, specialising in international M&A contracts, a foundation that gave him strong analytical skills and a structured approach to problem-solving that would prove essential in the years ahead.
From Legal Practice to Entrepreneurship in iGaming
Rather than remaining in the legal profession, Poliavich pursued opportunities in international business development within the online entertainment industry. This shift was driven by what colleagues describe as an innate hunger for progress and an openness to new perspectives. His background is marked by adaptability and curiosity, qualities that pushed him to seize opportunities outside of law, first in business development and later in leadership roles.
In 2016, Poliavich founded Soft2Bet. According to the company’s website, the project started as a tech venture that quickly expanded and established itself internationally, securing a number of licences and developing comprehensive platform solutions. Today, the company operates across 22 regulated markets, including Sweden, Denmark, Romania, and Ontario (Canada), serving both B2B and B2C segments as an international iGaming provider.
Soft2Bet’s Proprietary Technology and the MEGA Platform
A defining element of Soft2Bet’s growth strategy has been its investment in proprietary technology rather than reliance on third-party infrastructure. The most notable result is MEGA (Motivational Engineering Gaming Application), a gamification platform designed to enhance user engagement through personalisation and innovative content delivery.
MEGA earned the “Product Launch of the Year” award at the Global Gaming Awards EMEA 2025, reflecting the company’s focus on building products that resonate within the industry. This recognition underscores a broader philosophy at Soft2Bet: that sustainable growth comes from investing in technology that creates genuine value for users and partners alike.
Uri Poliavich’s Awards and Industry Recognition
Under Poliavich’s leadership, Soft2Bet has garnered attention not only for its technology but also for its organisational culture and strategic direction. Poliavich himself has been recognised with several notable industry accolades:
- Leader of the Year, SBC Awards (September 2024)
- Included in the Top 50 Most Influential Jews list by The Jerusalem Post (December 2024)
- Executive of the Year, Global Gaming Awards EMEA (February 2025)
- #6 in the TOP 100 Most Influential People in iGaming (May 2025)
These honours reflect a leadership approach that balances technological innovation with strong corporate culture and operational discipline, qualities that have helped Soft2Bet stand out in a crowded marketplace. Industry leaders note that Poliavich’s ability to combine vision with practical leadership, encouraging bold ideas while staying grounded in responsibility, is what unites teams and drives lasting success.
Soft2Bet Invest: Supporting the Next Generation of iGaming Innovation
In 2024, Soft2Bet launched an investment arm called Soft2Bet Invest, backed by a €50 million fund dedicated to supporting innovative startups in the iGaming space. This initiative positions the company as more than an operator. It signals a commitment to nurturing the broader ecosystem and identifying the technologies and teams that will shape the industry’s future.
Uri Poliavich’s Philanthropy and the Yael Foundation
Beyond his professional endeavours, Uri Poliavich is deeply committed to philanthropy. In 2020, he co-founded the Yael Foundation with his wife, a family foundation dedicated to transformative Jewish education that fosters connection to identity and empowers the next generation of leaders.
The foundation’s reach is substantial. According to its website, the Yael Foundation operates across 44 countries through 113 schools and kindergartens, supporting approximately 17,000 children. Programmes span formal and informal education, from early childhood through secondary school, including arts, IT, and heritage-focused curricula. Each summer, Yael Camp brings together Jewish youth from around the world in an experience designed to build identity, belonging, and cross-cultural friendships.
For Poliavich, philanthropy is not an afterthought but a driving force. As he has noted, the foundation grew from a personal wish to give children the chance to feel part of a community, a sentiment rooted in his own upbringing. His commitment to education and social responsibility reflects a belief that success carries with it a responsibility to contribute positively to the wider world.
Key Milestones in Uri Poliavich’s Career
- Emigrated from Ukraine to Israel at age 14; completed military service and earned an LLB from Bar-Ilan University
- Built experience in international business development within the online entertainment sector
- Founded Soft2Bet in 2016, growing it into a platform operating across 22 regulated markets
- Co-founded the Yael Foundation in 2020, now active in 44 countries with 113 schools
- Established Soft2Bet Invest in 2024 with a €50 million fund for iGaming startups
- MEGA platform wins “Product Launch of the Year” at Global Gaming Awards EMEA 2025
- Named Executive of the Year and Leader of the Year by leading industry bodies
A Leadership Philosophy Built on Innovation and Purpose
What distinguishes Poliavich’s approach is the integration of technological ambition with a genuine concern for people and purpose. His leadership philosophy, combining innovation, corporate culture, and social impact, has shaped both his professional and philanthropic endeavours. As the iGaming industry continues to evolve, Uri Poliavich’s trajectory serves as a compelling example of how vision, discipline, and long-term thinking can transform a startup into a globally recognised enterprise while creating meaningful impact beyond business.
