At a glance, Soft2Bet is another high-growth iGaming company. But if you zoom in, you’ll see something else: a system, deliberately designed to scale across borders, regulations, and user behaviors. It’s the kind of model that doesn’t just survive volatility, it’s built for it.
Uri Poliavich didn’t fall into this role. He built his way into it.
Before founding Soft2Bet, he worked across the fintech and software industries, observing how companies struggled to grow when their tech stacks weren’t ready for the complexity. That stuck with him.
Now, with Soft2Bet, that architecture is alive.
Who Is Uri Poliavich?
Uri Poliavich presenting a keynote on platform strategy, 2024
Uri Poliavich, the founder and CEO of Soft2Bet, is a systems thinker at heart. But unlike many founders in the space, Poliavich wasn’t chasing a trend; he was building a repeatable model for operating across tightly regulated, fast-moving digital markets.
“You can’t scale on speed alone,” he says. “You scale on systems that can take a hit and still keep going.”
That mindset led him to a critical decision early on: own the technology.
Soft2Bet doesn’t outsource its core platform. It builds in-house from CRM systems and gamification layers to real-time data analytics, giving it both control and speed when launching or localizing new brands.
The MEGA Platform: Infrastructure That Doesn’t Blink
If you walk into a Soft2Bet strategy session, you won’t hear talk about “skins” or surface-level campaigns. What you’ll listen to is platform logic MEGA, short for Motivational Engineering Gaming Application.
MEGA isn’t just tech, it’s methodology.
- One engine, many brands: MEGA supports multiple B2C and B2B brands on a unified infrastructure, enabling faster, lower-cost rollouts.
- Custom CRM and gamification tools: Operators can trigger retention flows based on real-time player behavior rather than generic funnels.
- Dynamic compliance logic: Each market has its own rules, and MEGA adapts instantly without hardcoding.
It’s not flashy. It’s functional. And for a company that launched over 20 brands across Europe, it’s the kind of reliability you don’t notice until you need it.
Beyond Acquisition: Uri Poliavich’s Long View
“Most gaming platforms are built to convert,” Poliavich explains. “We build to retain.”
Retention is where Soft2Bet flips the industry playbook. Instead of front-loading growth with high-cost acquisition campaigns, the team invests heavily in long-term player experience with gamified missions, personalized loyalty tracks, and AI-informed CRM.
And because they started with B2C, launching brands like Betinia, Yoyo Casino, and CampoBet, they built their own data feedback loop before offering the platform to B2B clients.
It’s one of Soft2Bet’s quiet advantages: every insight offered to partners was first stress-tested on their own brands.
5 Things Digital Leaders Can Learn from Uri Poliavich
If you’re building in a regulated digital space or trying to create a business that doesn’t break under pressure, Poliavich’s model has lessons.
1. Build Your Own Platform: Outsourcing is quick. Ownership is resilient. Your tech shouldn’t be someone else’s roadmap.
2. Localize Like You Mean It: Soft2Bet doesn’t just translate content; it adapts behavior, UX, and compliance to each market.
3. Retention > Acquisition: Growth sticks when it’s backed by real engagement. Gamification, personalized rewards, and CRM logic drive ROI.
4. Design Repeatable Systems: Markets change. But if your launch, compliance, and scaling processes are repeatable, you’re never caught flat-footed.
5. Create Brand IP, Not Just Logos: Each Soft2Bet brand has a narrative and UX architecture. Players feel the difference, and they stay.
What’s Next for Uri Poliavich and Soft2Bet?
Poliavich isn’t chasing hype cycles. But his roadmap includes moves that could shape the next decade of iGaming.
On the radar:
- AI-powered player clustering for ultra-personalized retention
- Dynamic compliance workflows for faster multi-market entry
- Expanded B2B platform licensing, letting partners build their own brands on MEGA
As more regulators tighten controls and users demand more personalized experiences, Poliavich’s system-first approach might be less of a competitive edge and more of a requirement.
No Shortcuts. Just Systems.
Uri Poliavich didn’t build Soft2Bet for a sprint. He designed it for pressure, complexity, and scale.
It’s not a founder story filled with flash. It’s one filled with structure. And for anyone trying to build something sustainable in a space full of churn, that might be precisely what the future looks like.