Uri Poliavich: From Humble Beginnings to Global iGaming Leadership

Uri Poliavich is a name increasingly recognized across the international gaming industry. As the CEO and co-founder of Soft2Bet, a prominent B2B and B2C online gaming operator and platform provider, his trajectory is anything but conventional. Uri Poliavich has built an international career marked by adaptability and long-term focus. Today, he oversees a multinational operation with offices in Cyprus, Malta, and beyond, guided by a focus on innovation, regulatory growth, and cultural awareness.

Early Life and Education

Born in Ukraine in 1981, Poliavich Uri spent his early years in a post-Soviet landscape marked by limited opportunities. At the age of 14, his family emigrated to Israel, where he completed his high school education and served in the Israel Defense Forces (IDF) for three years, an experience that sharpened his leadership skills.

After his military service, he pursued a law degree and began practicing commercial and real estate law. However, the long hours and rigid structure of legal work left him unfulfilled. This prompted a career shift that led him to explore new business opportunities—one of which emerged in Kyrgyzstan and marked the beginning of his entrepreneurial path.

Breaking into the Industry

Poliavich’s first major pivot came when he accepted a job running operations for the WK Group in Kyrgyzstan. Initially unrelated to gaming, his responsibilities spanned various sectors, including construction and education. However, it was the energy and intensity of the betting shop business that truly captivated him. The environment’s high tempo, emotional variability, and fast decision-making appealed to his personality and skillset.

At just 31 years old, he was managing around 100 employees and 100 cashiers in a foreign country. This was not only a crash course in business management but also his entry into the gaming industry.

Innovation in Kyrgyzstan: A White-Label First

While in Kyrgyzstan, Poliavich introduced the country’s first-ever white-label gaming platform through a partnership with BetConstruct. This milestone represented a significant step in his growing engagement with regulated gaming infrastructure. He also worked with Playtech, playing a key role in obtaining a national lottery license and developing a country-wide distribution model that required navigating remote areas across mountainous terrain.

Before leaving Kyrgyzstan, Poliavich met his future partner in life and business. Uri Poliavich’s wife, Yael, would go on to co-found Soft2Bet with him. The couple married before relocating to Moldova, where the foundations of Soft2Bet began to solidify.

Soft2Bet: The Beginning

The move to Moldova marked the beginning of a new chapter. While managing white-label solutions for another firm, Poliavich began building a platform of his own. During this period, he was also involved in sales for Playtech, giving him valuable insight into the operational dynamics of large-scale gaming enterprises.

What began as a modest platform with limited functionality gradually gained momentum. In 2016, after relocating to Kyiv, Poliavich and his wife launched their first gaming brand — this launch officially marked the birth of Soft2Bet.

Scaling Rapidly: From Kyiv to Cyprus

By 2020, Soft2Bet had grown to over 350 employees in Ukraine. The scale of operations demanded a more strategic location for international growth. Cyprus became the next hub for expansion. Establishing its tech and operations center in Limassol, Soft2Bet benefitted from local government support that facilitated work permits, school enrollment for employee families, and smoother relocations for team members.

The relocation was also personal: Uri Poliavich’s wife gave birth to their two children in Cyprus, and the family has since made it their home.

Malta: A Strategic Headquarters

Soft2Bet’s expansion into Malta began in 2018, and by April 2024, the company celebrated the grand opening of a new headquarters between St. Julian’s and Mdina. With over 200 employees operating in Malta, the location serves as a vital part of the company’s regulatory and commercial footprint in Europe.

Despite residing in Cyprus, Poliavich visits Malta frequently. His CFO and CBDO are based there, reflecting his belief in a distributed but connected executive team.

Uri Poliavich’s International Vision

A key aspect of Poliavich Uri’s leadership is his emphasis on creating a business that is fundamentally international. Having lived in Ukraine, Israel, Kyrgyzstan, Moldova, and Cyprus, he’s acutely aware of cultural nuances and the challenges of feeling like an outsider. This life experience shaped his philosophy: Soft2Bet would be built around diversity and inclusion, with a multi-national team that reflects the company’s global ambitions.

According to Poliavich, this diverse workforce has been instrumental in creating a dynamic, adaptive corporate culture capable of operating in multiple jurisdictions.

The American Opportunity: Soft2Bet in New Jersey

For Soft2Bet, North America represents the next frontier, and for Uri Poliavich, it’s a personal challenge. The company has already entered the Canadian market through Ontario, but New Jersey is its primary U.S. target. As of early 2025, Soft2Bet has obtained the necessary regulatory approvals and market access agreements to operate in the state. The final step, certifying the platform, is underway, with plans to go live in Q2 2025.

Poliavich views this expansion not just as a commercial opportunity but as a test of strategic endurance. “Many European companies enter the U.S. market and retreat. I want to prove we can succeed where others failed,” he says. His approach includes setting up a local office, hiring American staff, and gradually evolving from a B2C to a B2B model in the U.S.

Achievements and Recognition

 Soft2Bet’s growth has been steady and strategic. In 2023 alone, the company entered seven new markets and tripled its EBITDA, leading to Poliavich’s nomination for Executive of the Year at the Global Gaming Awards.

Building on this momentum, Soft2Bet expanded further into Scandinavia. In early 2024, the company launched CampoBet in Denmark, following successful entries into Sweden and other regulated European markets. The Scandinavian region has since become a key focus area for Soft2Bet’s European growth strategy.

Giving Back: The Yael Foundation

In 2020, Uri Poliavich and his wife Yael founded the Yael Foundation, a philanthropic organization dedicated to supporting Jewish education and identity worldwide. The foundation now operates in 35 countries and supports over 90 educational projects, including kindergartens, Sunday schools, after-school programs, and major construction projects.

Current efforts include building a school for 1,200 children in Limassol (slated for 2027), renovating a school in war-affected South Ukraine, and launching a new high school in Rome’s historic center.

Having experienced firsthand the lack of support for Jewish identity outside of Israel, Poliavich sees this initiative as a deeply personal mission.

“What’s Next?”: Uri Poliavich’s Forward-Looking Mindset

When asked to summarize his career, Poliavich chooses two words: “What’s next?” This mindset encapsulates his leadership philosophy. Whether it’s entering a new market, launching a new product, or improving internal processes, Uri Poliavich is constantly focused on evolution.

This philosophy continues to guide Soft2Bet as it expands globally, innovates technologically, and builds a company that thrives on speed, diversity, and meaningful impact.