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

Uri Poliavich, born in 1981, is the visionary behind Soft2Bet—one of the most forward-looking companies in the global iGaming sector. His early life was shaped by adaptability and discipline, forged through multiple relocations and three years of military service before earning a law degree and beginning a legal career. However, his entrepreneurial drive soon redirected his path.

From Legal Practice to the Gaming Sector

After practicing commercial and real estate law, Poliavich transitioned into business management. His tenure with WK Group introduced him to the fast-paced environment of gaming operations, sparking his long-term interest in the industry. While managing teams and navigating the regulatory intricacies of a unique jurisdiction, Poliavich laid the groundwork for what would later become Soft2Bet.

He gained hands-on experience developing gaming platforms, launching white-label solutions, and collaborating on national-level gaming infrastructure. These early ventures provided the technical and strategic foundation for a scalable, international platform.

The Birth and Growth of Soft2Bet

Soft2Bet began with a single online gaming brand and quickly evolved into a multi-vertical enterprise. Poliavich’s dual role—working in sales at a major software provider while simultaneously developing his own platform—enabled rapid growth. By 2020, the team had expanded to 350 people, prompting a move to larger offices and broader operational capabilities.

Strategic Expansion to Cyprus and Malta

In 2018, Soft2Bet established its headquarters in Malta, a key step in building regulatory credibility. By 2020, the company opened a technology division in Cyprus with significant local support, facilitating the relocation of employees and families. These two hubs now serve as the operational foundation for the company’s global strategy.

In 2024, Soft2Bet unveiled a major office complex between St. Julians and Mdina, solidifying its presence in Malta and marking another milestone in its expansion.

Uri Poliavich Recognition and Leadership

As of 2025, Uri Poliavich is 44 years old and has earned global recognition for his leadership. In 2023, he was nominated for the Global Gaming Awards’ Executive of the Year following a year in which Soft2Bet entered seven new markets and tripled its EBITDA. These achievements reflect his ability to scale strategically while maintaining product and regulatory integrity.

Laying the Groundwork for U.S. Market Entry

Looking forward, one of Soft2Bet’s highest priorities is its planned entry into the U.S. iGaming market. Poliavich views this initiative as both a strategic milestone and a personal ambition. The company is preparing to establish its presence through a phased approach, beginning with New Jersey.

Soft2Bet is actively working to align its technology, compliance procedures, and operational infrastructure with U.S. regulatory frameworks. The goal is to launch a fully localized platform tailored to the preferences and legal requirements of individual states. Initial efforts focus on B2C deployment, with future plans to expand into B2B services as market maturity and licensing conditions allow.

Poliavich understands the importance of cultural sensitivity and strategic differentiation in the U.S., recognizing that a one-size-fits-all approach does not apply. Acknowledging state-by-state variation, he is building a market entry model based on agility, regulatory foresight, and product excellence.

Diversity as a Business Model

Poliavich’s global perspective is reflected in Soft2Bet’s culture. The company employs talent from diverse backgrounds, creating a workforce capable of adapting to complex, highly regulated environments. This diversity fuels Soft2Bet’s competitive edge, allowing it to design flexible solutions for multiple jurisdictions, including its planned U.S. initiatives.

What’s Next?

For Poliavich and Soft2Bet, the road ahead is defined by innovation, compliance, and market growth. With targeted efforts underway to prepare for U.S. market entry, the focus remains on long-term value creation through technological advancement and regulatory alignment.

As Poliavich continues to lead the company into new territories, he remains driven by a single guiding question—“What’s next?”—a philosophy that continues to shape Soft2Bet’s evolution as a global gaming technology leader.