Uri Poliavich: From Modest Roots to International Business

Uri Poliavich is known in the online entertainment space for his transition from legal and business roles to leading an international tech company. As the founder and CEO of Soft2Bet — a platform provider and operator active in both B2B and B2C markets — he has focused on building a company grounded in operational discipline, regulatory readiness, and a global mindset. Now managing a team of over 100 employees, Uri continues to guide Soft2Bet’s development with an emphasis on sustainable growth, product evolution, and market adaptability.

Foundations: Early Life and Legal Background

Born in Ukraine in 1981, Uri’s formative years were shaped by post Soviet realities. At 14, he moved with his family to Israel, where he completed high school and served in the Israel Defense Forces (IDF) for three years. This period instilled discipline and leadership skills that would later influence his approach to business and management.

After completing his military service, he earned a law degree and began working in the legal field. While the profession offered structure and stability, Uri found himself drawn toward a different kind of professional challenge.

Business Beginnings: A Shift Toward Operational Leadership

Uri’s career took a new direction when he stepped into a management role overseeing operations across multiple sectors, including construction, education, and gaming retail. Though new to the industry, he quickly adapted to its pace and complexity. The hands on nature of the work offered a valuable foundation in team leadership, logistics, and customer facing services — experience that would later inform his approach to product and platform development.

His responsibilities included overseeing around 100 employees and navigating the complexities of cross cultural management. That involved solving problems in real time as well as developing business in unfamiliar terrain. This hands on immersion in business operations laid the foundation for Uri’s entrepreneurial mindset.

Entering the Industry: Early Innovation and Infrastructure

At the next step of his career, Uri took part in launching a new gaming platform, gaining his first hands on experience with the tools, challenges, and pace of the gaming industry. The work provided him with valuable operational insight into regulated gaming, infrastructure deployment, and local compliance environments.

It was during this period that Uri met Yael, who would later become his wife. Their shared vision and values became integral to Soft2Bet’s identity.

Starting Soft2Bet: From Concept to Brand

Uri continued to deepen his experience in the gaming sector, focusing on platform development and operational structures. Around this time, he began building the initial version of what would become Soft2Bet. The early prototype was simple — little more than a registration page and a few core features — but it was built with scalability, adaptability, and automation in mind.

In 2016, Uri and Yael went on to launch Soft2Bet’s first brand. Built by a lean but committed team, the launch marked the formal creation of the company. What began as a side project quickly evolved into a full scale operation, powered by Uri’s growing vision for a modular, high compliance platform.

Scaling Soft2Bet: Building Across Borders

Between 2016 and 2025, Soft2Bet was growing steadily, with over 100 people employed and ever increasing demand from partners in regulated European markets. In 2018, Malta was chosen as the primary base of operations for its strong infrastructure, tax efficiency, and supportive regulatory environment. This allowed for better cross functional coordination and helped accommodate the growing international team.

On the personal side, Uri and Yael began a new chapter when they moved to Cyprus and welcomed their two children. The family continues to reside there today

Malta Headquarters: Regulatory and Commercial Operations

Soft2Bet’s connection with Malta began in 2018 upon establishing the company’s headquarters there, reflecting the jurisdiction’s importance as a European licensing and business hub. This relationship culminated in the April 2024 opening of Soft2Bet’s new office between St. Julian’s and Mdina. Today, the Malta office serves as a central location for regulatory, compliance, legal, and commercial functions.

Uri maintains regular involvement in the office’s activities, often traveling between Cyprus and Malta. His approach to leadership favors proximity and transparency, with his CFO, CBDO, and various department heads based in different locations — a deliberate strategy to keep leadership close to operational teams.

Global Team, Global Thinking

Uri’s background has given him a unique perspective on navigating cultural differences and managing global teams. This experience informs his leadership philosophy at Soft2Bet, where cultural diversity is seen as an advantage rather than a checkbox. The company’s team includes talent from over 30 nationalities, contributing to a workplace environment that is collaborative, multilingual, and agile.

Uri sees this international structure as essential to Soft2Bet’s ability to understand customer needs, maintain local relevance, and comply with multiple regulatory environments simultaneously. It also aligns with his broader belief in decentralized decision making and empowering regional leaders.

Looking to the U.S.: Strategic Planning for New Jersey

Soft2Bet has been preparing for expansion into the U.S. market, with particular focus on New Jersey following the company’s regulatory entry into Ontario, Canada. As of 2025, the company is navigating the final stages of certification while assessing operational requirements, including team structure, data hosting, and B2B licensing formats. While the timeline remains fluid, Uri’s approach is methodical, with a preference for pilot projects and gradual scaling rather than rapid rollouts.

Plans include establishing a U.S. based team, engaging with local regulatory bodies, and building partnerships for distribution and support. Uri views the American venture not as a guaranteed success but as a test of Soft2Bet’s adaptability and long term operational discipline in a competitive and highly scrutinized environment.

Milestones and Industry Recognition

Soft2Bet’s European expansion has remained steady through 2023 and 2024. The company entered multiple new markets, including Denmark, and made significant progress in regions such as Sweden and the Baltics. A notable increase in EBITDA highlighted the success of this regional strategy. Uri was shortlisted for Executive of the Year at the Global Gaming Awards, a reflection of his strategic leadership during this period.

Uri continues to emphasize performance without overpromising, setting targets based on real world analytics and market feedback. This pragmatic approach has helped position Soft2Bet as a respected and sustainable operator within regulated jurisdictions.

Focus on the Future

Uri’s leadership philosophy can be summed up in a recurring question: What’s next?” This mindset drives his outlook on product development, team structure, and market expansion. He views business as a process of continual refinement — balancing ambition with operational awareness.

Looking ahead, Uri remains focused on evolving Soft2Bet’s platform, building teams that can support measured international growth, and entering new markets with a long term perspective. His emphasis on strategy, structure, and flexibility continues to shape how the company responds to opportunity and change.