Across many digital industries, growth often moves faster than the systems meant to support it. Rules change, expectations rise, and companies are left adjusting after problems appear. In regulated markets, these pressures are even stronger. Uri Poliavich, founder of Soft2Bet, has spent years working within this reality, building a company shaped by care, foresight, and long-term thinking.
For Poliavich, the journey began in 2016 from a small office and modest beginnings. Over time, he led Soft2Bet from a startup to a multi-licensed company operating in many regions. Along the way, he faced early challenges and obstacles that shaped how he approaches business today. His story includes not only strategic planning but also an interest in giving back, with involvement in charitable efforts that reflect his personal values.
This article looks at how that approach plays out in real terms. It covers how Soft2Bet grew within regulated markets, how its products are designed for ongoing use, how the company expanded into new regions, and how giving back has become part of Poliavich’s leadership perspective.
Why Steady Growth Matters in Regulated Industries
In regulated industries, growth brings responsibility. Each step into a new market affects players, employees, partners, and regulators. When growth happens without the right systems in place, issues often surface later and can be difficult to correct.
Steady growth matters because it:
- Helps build trust with regulators and users
- Reduces the risk of compliance and operational problems
- Creates more stable workplaces and partnerships
In iGaming, where consumer protection is central, taking time to build properly can help prevent future setbacks and create a stronger foundation for long-term participation.
Uri Poliavich’s Approach to Building Soft2Bet
From the beginning, Uri Poliavich treated Soft2Bet as a long-term effort. Before expanding into new markets, the company focused on licensing, compliance, and internal processes. This grounded approach helped shape Soft2Bet in a way that could respond to real regulatory demands rather than just chase rapid growth.
Over the years, Poliavich has shown steady commitment to strategic thinking. While Soft2Bet moved from a small office to operating under 19 licenses across 11 jurisdictions, including Denmark, Sweden, Romania, and Ontario in Canada, his leadership reflected persistence through early challenges and a steady focus on long-term health rather than temporary gains.
This approach required patience. It also allowed the company to grow without constantly revisiting earlier decisions. Systems were built to support future expansion instead of being temporary fixes.
Designing Products for Ongoing Use
Soft2Bet’s product decisions reflect the same mindset. In 2023, the company introduced the Motivational Engineering Gaming Application, known as MEGA, to support player engagement in a balanced and ongoing way.
MEGA is described as a solution because it brings together different tools that support regular, continuing use rather than short-term activity. Its focus is on creating experiences that players return to over time.
MEGA includes:
- Rewards based on how players interact with the platform
- Gamification elements such as avatars and collectibles
- Bonus triggers designed to support consistent participation
Operators using MEGA have reported improved engagement and player retention. These results suggest that considered product design can support both user experience and longer-term participation.
Growing Across Markets with Care
As Soft2Bet expanded internationally, each new market introduced different requirements. Regulations, player expectations, and operational standards varied from region to region.
The company’s approach stayed consistent:
- Securing licenses and meeting local regulations
- Maintaining teams focused on responsible gaming and compliance
- Reviewing player protection measures regularly
By adapting to each market rather than applying a single model everywhere, Soft2Bet has been able to grow while keeping user protection in focus.
Supporting Future Innovation and Giving Back
In 2024, Soft2Bet launched Soft2Bet Invest, a €50 million fund designed to support early-stage companies in iGaming and casual gaming. The fund offers financial support alongside guidance and mentorship to help new teams develop ideas in a structured and sustainable way.
In recognition of its contribution, Soft2Bet Invest received the Outstanding Contribution to Gaming 2024 award at SiGMA East Europe.
Alongside these industry efforts, Uri Poliavich has been connected to multiple charitable efforts that reflect his personal commitment to giving back. Those efforts play a part in how he thinks about growth and community. For him, building a business and supporting others are not separate ideas but pieces of the same long-term journey.
A Steady Leadership Approach
Uri Poliavich’s leadership reflects a belief in steady progress. By focusing on responsibility, regulatory discipline, and user protection, he has shaped Soft2Bet into a company prepared to adapt as conditions change.
In an environment where speed is often emphasized, this approach highlights the value of careful growth. Taking time to build solid foundations supports healthier organizations and stronger communities over the long run.
