Soft2Bet: Pioneering iGaming Solutions for the U.S. Market

Soft2Bet is a leader in iGaming innovation and provides innovative online gaming solutions specifically designed for the American market. With compliance, player experience, and seamless integration as top priorities, the company provides bespoke casino software designed to meet the varied requirements of American players and operators.

From robust casino software development to full-range gaming platform services, the company delivers flexibility and high performance across all service areas — ranging from sportsbook features and payment systems to integration of casino games. As B2B solutions continue to shape the U.S. market, Soft Bet remains the partner of choice for forward-looking operators.

Through its philosophy of gamification and flexibility, Soft2Bet enables partners to enter, grow, and diversify in the changing U.S. market.

A Glimpse into Soft2Bet’s Evolution: From Startup to Industry Leader

Founded in 2016, Soft2Bet began as a startup with ambitious plans to revolutionize the iGaming experience. In less than a decade, it has emerged as a global player in the online gambling industry, powering an ecosystem that hosts more than 45 successful websites and over 7,000 games.

With nearly 1,000 professionals, the company’s growth has been as rapid as it has been strategic. The company has secured necessary licenses in jurisdictions like Ireland and Denmark, a reflection of its commitment to regulatory compliance and international standards. Such achievements not only establish credibility but also pave the way for entry into regulated markets, like the United States.

The prosperity of Soft2Bet is fundamentally tied to its strategic partnerships. Collaborations with leading game creators such as StakeLogic, Thunderkick, and Pariplay enable it to distribute a vibrant and diverse range of content meeting various player tastes. The partnerships also empower the company to remain nimble in delivering next-gen entertainment solutions rooted in cutting-edge gamification and loyalty mechanics.

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Expansion into the U.S.: Soft2Bet’s New Jersey Debut

In a major strategic move, Soft2Bet will officially enter the US market by launching a new iGaming brand in New Jersey during summer 2025. This marks a significant milestone in the company’s expansion and reflects its ambition to become a significant player in one of the world’s most competitive regulated gambling markets.

Having already secured a transactional waiver from the New Jersey Division of Gaming Enforcement (DGE), the company is now licensed to operate in the state through a deal with the Meadowlands Racetrack. This regulatory clearance paves the way for full-scale operations and demonstrates readiness to meet strict U.S. legal requirements.

Key Goals of the U.S. Launch:

Soft2Bet’s U.S. entry goes beyond launching a brand — it’s about setting a long-term foundation for scalable growth and innovation. The company’s key goals include:

• Launch a localized iGaming brand tailored to the preferences and regulatory needs of U.S. players.
• Introduce signature gamification engine (MEGA) to boost engagement and retention.
• Deliver a full-service platform with integrated casino and sportsbook features.
  Provide U.S. operators with B2B white-label solutions, including payment processing, security, CRM, and compliance modules.
• Build strong partnerships with local stakeholders and content providers.

As the company prepares for its New Jersey debut, it’s clear that this is just the first step in a much larger U.S. strategy. With strong infrastructure, local partnerships, and an innovative product suite, Soft Bet is poised to redefine online gaming for American audiences.

Innovative Gamification: Elevating the U.S. Player Experience

Soft2Bet is redefining engagement in online gaming through advanced gamification mechanics designed to captivate and retain U.S. players. The company’s MEGA gamification engine powers a suite of tools that transform traditional gameplay into dynamic, goal-oriented journeys.

These elements not only enhance user satisfaction but also significantly boost platform performance:

According to Soft2Bet’s internal performance metrics, platforms that adopt MEGA gamification see up to 60% improvement in player retention and 40% higher session time—a clear testament to the impact of SoftBet online gaming enhancements.

Expansive Game Portfolio: Catering to Diverse U.S. Preferences

With a curated catalog of over 7,000 games from 100+ top-tier providers, Soft2Bet delivers exceptional variety tailored to the diverse preferences of American players. The platform offers everything from high-quality slots and immersive live casino tables to in-demand sports betting markets and niche specialty titles.

Whether users are seeking fast-paced gameplay, strategic betting, or classic casino experiences, SoftBet solutions for casinos provide a flexible environment that meets evolving entertainment demands. This vast content ecosystem empowers operators to attract broad audiences—from casual gamers to VIP players—while maintaining high levels of engagement and retention.

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Soft2Bet Leadership Team: Pioneering Innovation and Expanding Growth

The remarkable growth and international success of Soft2Bet can be attributed to a powerhouse leadership team that blends deep industry knowledge with forward-thinking strategy. As the company prepares to enter the U.S. market, each leader plays a critical role in navigating the complex regulatory landscape and adapting its innovative solutions for American audiences.

Uri
Poliavich

FOUNDER AND CEO

Julia
Poliavich

TREASURY AND FINANCE

Max
Portelli

CFO

Oksana
Tsyhankova

CMO

Key Members of the Executive Team:

• Uri Poliavich – CEO & Founder. As the visionary behind Soft2Bet, Uri Poliavich brings years of experience in tech entrepreneurship and online gaming. He founded the company in 2016 with the mission of redefining iGaming through personalization and gamification. Under his leadership, the company has grown from a small startup to a major player with a global presence and multiple licenses across Europe.
• Max Portelli – Chief Financial Officer. Joining the company in September 2020, Max Portelli brings extensive experience in accounting and auditing. He began his career at KPMG Malta and later served as Financial Reporting Accountant for Malta’s national airline. Prior he was the CFO at Entercash, a payment services provider. At the company, Max oversees financial operations, ensuring compliance with international standards and supporting the company’s growth in regulated markets.
• Oksana Tsyhankova – Chief Marketing Officer. Oksana joined Soft2Bet in 2018, initially serving as Chief Operating Officer before transitioning to Chief Marketing Officer in November 2023. With a background in international economics and extensive experience in marketing and operations, she has been instrumental in the company’s expansion into regulated markets like Denmark, Sweden, and Romania. Oksana focuses on delivering tailored gaming experiences and innovative solutions, such as the MEGA platform, to enhance player engagement and retention. 
• Martin Collins – Chief Business Development Officer. Martin leads the company’s commercial strategy and expansion efforts. With a background in digital marketing, affiliate management, and strategic partnerships, he plays a key role in developing long-term relationships with operators, content providers, and regulators. His insight will be instrumental in shaping Soft2Bet’s footprint in the U.S.

Together, this team brings decades of experience in iGaming, compliance, and technology innovation—key pillars for successful U.S. market entry.

Careers at Soft2Bet: Join Our U.S. Expansion Journey

As Soft2Bet expands into the U.S., it invites passionate professionals to join a global team reshaping the future of iGaming. From product development and marketing to compliance and support roles, the company offers a wide range of career opportunities.

Soft 2 Bet is known for its inclusive culture, innovation-first mindset, and commitment to continuous learning. Employees enjoy a dynamic environment where creativity is valued, and every role contributes to company-wide success.

Contact Soft2Bet: Let’s Innovate U.S. iGaming Together

Whether you’re an iGaming operator, platform provider, content creator, or investor, Soft2Bet welcomes meaningful collaborations as it expands into the United States. The team is committed to supporting partners at every stage—from integration and licensing to go-to-market execution and ongoing optimization.

Its partner-centric model ensures tailored solutions for each collaboration, backed by responsive support and industry-leading expertise. Below are the official channels available to start the conversation: