Uri Poliavich: Building a Global Gaming Brand from the Ground Up

Uri Poliavich, born in Ukraine in 1981, has built one of the most recognizable names in the gaming industry today — Soft2Bet. His early life was shaped by movement and adaptability. By the age of 14, Poliavich had relocated from Ukraine to Israel, where he finished high school and completed three years of mandatory military service. This foundation of discipline and resilience would later influence his leadership approach in business.

After his service, Poliavich earned a law degree and began practicing commercial and real estate law. However, it soon became clear to him that traditional legal work wasn’t his calling. A turning point came when he accepted a position in Kyrgyzstan, marking the beginning of his transition into the gaming industry.

Kyrgyzstan: A Crucial Turning Point

While managing various businesses in Kyrgyzstan for WK Group, Poliavich Uri discovered his interest in the high-energy environment of betting shops. The country’s remote location and unique regulatory status at the time made it a challenging yet fertile ground for new business models. He managed a team of 100 employees, gaining hands-on leadership experience.

During this period, Poliavich launched the first white-label gaming platform in Kyrgyzstan through BetConstruct. His involvement with Playtech also deepened as he took part in setting up the national lottery’s infrastructure—an endeavor that required extensive travel across rural and mountainous areas to establish a broad distribution network.

Personal Milestones: Uri Poliavich Wife and Family

Before leaving Kyrgyzstan, Uri Poliavich met and married his wife, Yael. The couple now has two children, both born in Cyprus. The family’s journey across countries—Israel, Kyrgyzstan, Moldova, Ukraine, and now Cyprus—has been central to both their personal and professional growth.

The support of Uri Poliavich’s wife has played a key role in the formation and expansion of Soft2Bet. Her partnership has extended beyond family life into philanthropic efforts like the Yael Foundation, which the couple founded to support Jewish education worldwide.

From Moldova to Ukraine: Laying the Groundwork

Following their time in Kyrgyzstan, the couple moved to Moldova, where Uri Poliavich worked for a white-label gambling firm while simultaneously developing his own gaming platform. He also held a sales role at Playtech, gaining insight into the operations of large-scale software providers.

In 2016, the couple returned to Ukraine. Within two weeks of arriving in Kyiv, they launched their first online gaming brand—marking the official birth of Soft2Bet. What started as a simple registration platform grew quickly. By 2020, the Ukrainian team had expanded to 350 employees, necessitating a move to larger offices.

Strategic Expansion to Cyprus and Malta

Recognizing the need for a broader European footprint, Poliavich Uri established a tech division in Cyprus in 2020. The Cypriot government provided substantial support, helping Soft2Bet relocate its employees and their families. The move was instrumental in pushing the company to scale faster and operate on an international level.

The company’s headquarters were formally established in Malta in 2018. In April 2024, Soft2Bet opened a new complex located between St. Julians and Mdina, employing over 200 people. Both Cyprus and Malta now serve as operational hubs for the company’s continued growth.

Uri Poliavich Age and Recognition

As of 2025, Uri Poliavich’s age is 44. His leadership has not gone unnoticed. He was nominated for the Global Gaming Award Executive of the Year for his achievements in 2023, a year that saw Soft2Bet enter seven new markets and triple its EBITDA.

Entering the U.S. Market: New Jersey and Beyond

One of the most significant developments for the company is its move into the U.S. market. The company is already live in Ontario, Canada, and is preparing to launch in New Jersey. Poliavich has stated that the New Jersey expansion is a personal challenge and priority. All regulatory approvals and KYC requirements have been met, with certification of the platform underway. Soft2Bet aims to go live in New Jersey by Q2 2025.

Poliavich is aware of the challenges many European companies face in adapting to U.S. market dynamics. Cultural nuances, consumer behavior, and varying regulations across states require a tailored strategy. His goal is not only to launch a B2C brand in the U.S. but eventually to expand into B2B offerings as well.

Diversity as a Business Model

Poliavich Uri has always felt like an outsider—first as a Jew in Ukraine, then as a Ukrainian in Israel. These experiences have shaped his global mindset and inclusive business philosophy. Soft2Bet prides itself on its international identity, made possible by a diverse workforce drawn from multiple cultures and countries.

This emphasis on diversity isn’t just cultural—it’s strategic. The company’s ability to adapt and thrive in regulated markets across Europe and North America stems from this varied perspective.

Looking Ahead

The future for Soft2Bet and Uri Poliavich is focused on continued expansion, technological development, and regulatory compliance in new markets. The company’s Scandinavian growth has already shown promise, with Denmark joining Sweden and Malta in Soft2Bet’s portfolio. The U.S. remains a major target, with New Jersey as the next key step.

Poliavich remains focused on what lies ahead. His leadership has been defined by a continual drive to innovate, adapt, and ask the question that now defines both him and his company: “What’s next?”