Who Is Uri Poliavich? 7 Game-Changing Milestones of an iGaming Visionary

Ever wonder what it takes to really shake up a massive field like the iGaming industry? You’re not alone.

Here’s a name you should know: Uri Poliavich. He’s the CEO and founder of Soft2Bet, a company that has become a major player in online gaming.

I’m going to walk you through seven key moments from his career that show how he got there.

Stick around, because his story is a masterclass in thinking bigger about business and technology.

Early Life and Education

Uri Poliavich grew up with big ideas and a sharp curiosity. From his early days, school was more than just books, it was the spark behind his dreams in technology and entrepreneurship.

When and where was Uri Poliavich born?

Born in 1981, Soviet Ukraine shaped Uri Poliavich’s early years. He has described his childhood as challenging and colorless, marked by hardship and limited choices. His father worked as a coal miner, and the family often had to make tough decisions about small luxuries.

“I remember the feeling of hunger the most,” he once said. “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.”

At age 14, his family moved to Israel. This experience of poverty in his early years fueled ambitions that went far beyond borders, planting the seeds for a true start-up mindset.

What were Uri Poliavich’s early interests and ambitions?

Uri Poliavich showed an intense drive from a young age. After moving to Israel, he finished high school and then completed three years of mandatory service in the Israeli military service, which helped instill a strong sense of discipline.

He then pursued a formal education at Bar-Ilan University, earning a Bachelor of Law degree between 2005 and 2009. Even while working as a legal intern at HBW Law with a focus on international M&A and real estate, Uri knew he wanted more.

He had a passion for startups and technology like gamification. Early on, Uri also aimed to give back, an ambition that led to the creation of the Yael Foundation in 2020, a philanthropic mission that helps educational projects thrive.

Career Milestones

Uri Poliavich made a name for himself by steering Soft2Bet, a powerhouse in iGaming technology. His bold approach has been a major influence in the iGaming industry.

What key roles and positions has Uri Poliavich held?

Uri Poliavich built his career step-by-step, showing determination in every role. His jobs have spanned different fields, from education to gambling and technology.

• Vice President of Business Development at WK Group: From 2010 to 2012, he managed school operations and construction, leading a team of around 100 people in Central Asia.
• Consultant for Playtech: He helped expand the company’s footprint in emerging markets across Central Asia and Eastern Europe.
• COO at IMS Limited: Until 2016, he oversaw all iGaming operations, from finance and marketing to customer support.
• Founder and CEO of Soft2Bet: He founded the company in 2016, leading its growth from a small start-up into a global iGaming provider with multiple licenses and brands.

What are Uri Poliavich’s notable achievements in gaming and technology?

Uri Poliavich has left a strong mark on the iGaming industry. His efforts have pushed the limits in both gaming and technology.

1. He launched the first white-label gaming platform in Kyrgyzstan with BetConstruct, opening new markets in Central Asia.
2. He was instrumental in securing a national lottery license with Playtech in Kyrgyzstan, a first for the country.
3. He led the development of the Motivational Engineering Gaming Application (MEGA), an award-winning gamification platform. MEGA was named “Product Launch of the Year” at the 2025 Global Gaming Awards EMEA.
4. Since its launch in early 2024, the MEGA platform has resulted in a reported 50% rise in deposits and a fourfold increase in player screen time.
5. In 2024, he launched Soft2Bet Invest, a €50 million fund to support innovation in the iGaming and casual gaming spaces.
6. Under his leadership, Soft2Bet secured 19 international licenses across 12 countries.

How has Uri Poliavich led Soft2Bet?

Growth has always been his focus. Uri Poliavich founded Soft2Bet in 2016, and by 2018, he had established the company’s headquarters in Malta. As of April 2024, that office alone is home to over 200 employees.

His hands-on leadership led to major expansions. Soft2Bet now holds licenses in 12 countries and has entered markets like Denmark with CampoBet in April 2024, as well as New Jersey and Ontario.

He is known for hiring talented people and giving them the freedom to innovate. A core part of his strategy is focusing on the player experience through what he calls “motivation engineering,” a trend that is quickly gaining traction in the iGaming industry.

Awards and Recognitions

Uri Poliavich has a packed trophy shelf, with industry honors that prove his sharp vision. Big names like the SBC Awards and Global Gaming Awards EMEA have recognized his impact in the tech and gaming worlds.

What is the Leader of the Year award at SBC Awards that Uri Poliavich received?

The Leader of the Year award at the SBC Awards highlights top executives in the iGaming industry. Uri Poliavich received this honor in September 2024 in Lisbon, Portugal. The award recognized his exceptional leadership, innovative drive, and commitment to philanthropy.

Rasmus Sojmark, the CEO & founder of SBC, noted, “It’s clear how much the Soft2bet employees have been inspired by Uri over the past 12 months, so he was an extremely worthy recipient.” At the same event, Soft2Bet also won awards for Innovation in Mobile and Innovation in Casino Entertainment.

How was Uri Poliavich included in The Jerusalem Post’s Top 50 Most Influential Jews?

In December 2024, after winning Leader of the Year, Uri Poliavich earned another significant recognition when The Jerusalem Post named him one of its Top 50 Most Influential Jews. This honor highlighted his impact beyond the iGaming industry, particularly his extensive charity work through the Yael Foundation.

He and his wife Yael started the foundation in 2020 to support Jewish education globally. The foundation’s work in 37 countries, benefiting over 13,500 young people, demonstrated a powerful blend of business success and social responsibility that caught international attention.

As part of its mission, the Yael Foundation announced in early 2025 it was increasing its annual budget from €25 million to €40 million, largely in response to the global rise in antisemitism.

What does the Executive of the Year award at Global Gaming Awards EMEA signify for Uri Poliavich?

Winning the Executive of the Year award at the Global Gaming Awards EMEA in February 2025 is a testament to Uri Poliavich’s strong leadership and impact. This award recognized his role in guiding Soft2Bet’s expansion, which includes a portfolio of over 12,500 games and more than 60 sports.

The nomination alone is considered one of the most prestigious in the gaming world, with winners selected by a panel of senior industry executives and the process adjudicated by KPMG to ensure fairness. The award signals that he is a trendsetter in gaming tech, pushing his teams toward ambitious goals while maintaining high quality.

How is Uri Poliavich ranked among the Top 100 Most Influential People in iGaming?

Uri Poliavich’s effective leadership earned him more than just the Executive of the Year title. In May 2025, he was ranked number six among the Top 100 Most Influential People in iGaming. This list specifically spotlights individuals who are making a significant impact on the industry.

His high ranking is backed by concrete results. Under his guidance, Soft2Bet secured nineteen international licenses and tripled its EBITDA in 2023. His influence continues to grow as more people recognize how he is shaping the future of online gaming.

Contributions to the Industry

Uri Poliavich is actively shaping how people play and engage with online games, introducing fresh ideas at every turn. He’s a regular on stage at global events, sharing insights that spark important conversations across the gaming world.

Innovations in Gaming and Technology

The Motivational Engineering Gaming Application, or MEGA platform, has truly changed the game. This platform introduces elements like character growth, live tournaments, and personalized rewards to the player experience, drawing from the rich history of gaming. It now supports over 12,500 games and more than 60 sports across Soft2Bet’s offerings.

The MEGA platform stands out because it is a standalone product that can be easily integrated via API, allowing other operators to add a sophisticated gamification layer without a complete system overhaul. Key features include:

• City Builder & Stadium Builder: Interactive modes that let players build virtual structures by completing missions.
• Avatars and Collectibles: Players can personalize their profiles, which adds emotional value and encourages continued play.
• Leagues and Tournaments: These competitive structures help build a strong sense of community among players.

In 2024, he also launched Soft2Bet Invest, a fund designed to support new talent and fresh ideas in the iGaming industry.

“Disruption, innovation, revolutionary, visionary,” Poliavich said regarding the fund’s launch. “These words reveal the ambition and drive that have been characteristic of this industry since its earliest days.”

What thought leadership and keynote speaking has Uri Poliavich done?

Uri Poliavich is a frequent speaker at major global iGaming events like SiGMA World and the SBC Summit. At these conferences, he shares his insights on affiliate technology, gaming trends, and effective team management.

He often discusses his philosophy on creating a productive work environment, balancing the benefits of in-office collaboration with the flexibility of remote work to attract top talent. He’s also active on LinkedIn, where he shares practical advice. For example, a post from July 25, 2023, detailed how startups can use clear OKRs (Objectives and Key Results) to focus their efforts and achieve goals faster.

Philanthropy and Social Mission

Uri Poliavich is committed to supporting education and helping community projects succeed. He champions bold actions that create real, positive change, proving that tech leaders can also be community builders.

How does Uri Poliavich focus on education and community development?

In 2020, Uri Poliavich and his wife, Yael, founded the Yael Foundation. The organization is dedicated to making sure every Jewish child has access to a quality education that reinforces their identity.

The foundation has a significant global reach, supporting a wide range of educational institutions.

• It currently impacts over 13,000 students across 35 countries.
• The foundation provides grants to 55 day schools, 18 Sunday schools, and 10 kindergartens.
• One of its flagship projects is the construction of a new €50 million school in Limassol, Cyprus, expected to be completed in 2027.
• In February 2025, the foundation announced it was increasing its annual budget to €40 million to expand its efforts.

In response to rising antisemitic threats, the foundation also launched a new security initiative in January 2025 with over €1 million in initial funding to help protect Jewish communities in Europe.

How does Uri Poliavich promote bold choices and positive change?

Uri Poliavich operates with a “charity drives business” philosophy, putting people first. This approach is evident in the launch of Soft2Bet Invest in 2024, a €50 million fund aimed at empowering other entrepreneurs in the iGaming and technology sectors.

The fund is designed to support companies working on pioneering technologies like AI, behavioral analytics, and high-margin gaming software. He makes quick, trust-based decisions but also values consensus-building. This leadership style allows him to turn cross-cultural conversations into practical solutions that are effective for his diverse, international teams.

Personal Traits and Leadership Style

Uri Poliavich guides his team with a clear vision and a steady hand, consistently pushing for better results. He builds his success on teamwork and uses bold ideas to turn ambitious plans into reality.

What characterizes Uri Poliavich’s visionary leadership?

He is known for hiring talented people and giving them the freedom to succeed. He encourages his team to focus intently on the user experience, believing that innovation should be a daily practice, not just a buzzword.

His constant push for “what’s next?” has become a core part of the company culture at Soft2Bet. He challenges his team to consider how their work can create positive social change first, with business success following as a result. This creates a workplace where challenges are met head-on and bold decisions are celebrated.

How is Uri Poliavich dedicated to community and collaboration?

Uri Poliavich actively collaborates with other global Jewish leaders, such as Ronald Lauder, to enhance security and educational initiatives. His personal background shapes his commitment to diversity and inclusion at Soft2Bet, where he has cultivated an environment where every voice is heard.

He fosters cross-cultural discussions that lead to tangible business outcomes while also building strong international relationships. He seeks out employees who are adaptable and motivated, welcoming bold ideas from every corner of his organization. For him, collaboration isn’t just a strategy, it’s integrated into the company’s daily operations.

Media Mentions and Public Presence

You can often find Uri Poliavich featured in leading gambling magazines and quoted on gaming news sites, keeping his ideas front and center in the public conversation. He is a regular speaker at major events like ICE London and SiGMA Europe, sparking discussions across industry podcasts and panels.

How is Uri Poliavich covered in industry publications?

Reporters and trade magazines frequently highlight Poliavich’s leadership, creativity, and innovative ideas. Publications often point to Soft2Bet’s impressive regulatory footprint, noting the company holds 19 licenses across 11 markets.

The launch of the Soft2Bet Invest fund was covered as major news for the tech side of the gambling world. His focus on “heart-led leadership” combined with sharp technological strategies, often discussed at events like SiGMA World Malta, has also been a recurring theme in media coverage.

What insights has Uri Poliavich shared at global events and panels?

At global industry events, Uri Poliavich is known for being direct and insightful. During a panel at SiGMA Europe in Rome, he spoke about the rapid evolution of affiliate technology and challenged industry leaders to act boldly to keep up.

He often discusses emerging trends in gaming technology, sharing practical lessons from his own team’s successes. A key theme in his talks is the importance of tackling challenges head-on rather than avoiding them, a mindset he also promotes through initiatives like the Yael Awards.

Languages and Global Reach

Uri Poliavich’s ability to speak multiple languages has been a key asset in building connections across Europe and Asia. By staying personally involved in international markets, he keeps Soft2Bet’s projects relevant and competitive.

What languages does Uri Poliavich speak?

Being fluent in English, Hebrew, and Russian allows Poliavich to connect with a wide range of partners and teams. His upbringing and career have taken him through Ukraine, Israel, Kyrgyzstan, Moldova, and Cyprus, giving him a deep, firsthand understanding of different cultures.

This linguistic skill isn’t just a business tool; it helps him lead diverse teams effectively. He currently lives in Limassol, Cyprus, with his wife and two children, a location that serves as a strategic base for both his family and his company’s operations.

How does Uri Poliavich connect with international markets?

Uri Poliavich ensures Soft2Bet connects with a global audience by supporting over 20 languages on its platforms. The company also offers more than 70 payment methods to make its services accessible to players from Europe, North America, and Asia.

His team is a reflection of this global focus, with experts from over 30 nationalities. With primary offices in Malta and Cyprus, he stays on top of both regulatory and technological trends. Holding 19 licenses in 11 different regions, including for brands like Tooniebet in Canada, shows a serious commitment to following local rules while expanding into new territories like the U.S.

How Will Uri Poliavich Shape iGaming in 2025?

Fresh ideas are setting the pace for the next chapter in the iGaming industry, and Poliavich is at the forefront. He continues to push for player experiences that feel personal, using new “motivation engineering” methods.

He’s also betting big on Soft2Bet Invest, his fund aimed at helping gaming and tech startups get their shot. This initiative is designed to boost variety in the industry and challenge old ways of thinking.

His team is built for speed, making quick decisions to stay ahead of larger, slower competitors. With a constant drive for growth, he is always looking for new markets and asking, “what’s next?” His main focus is clear: seize every opportunity to make things better and drive change.

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