​Soft2Bet

Evolution from Startup to Multinational iGaming Group

Founded in 2016 by Uri Poliavich, Soft2Bet began as a relatively small operation in the competitive online gaming sector. Initially focused on delivering turnkey casino and sportsbook solutions, the company quickly expanded its capabilities and market presence. Its strategy combined in-house platform development with rapid brand deployment, allowing it to scale efficiently across various regions. Over time, Soft2Bet transitioned from a B2C operator to a B2B focused technology provider.

Soft2Bet’s core offering is its modular platform, which powers a growing number of casino and sportsbook brands. The company supports multiple verticals, including online slots, live dealer games, sports betting, and gamification tools. One of its most distinctive technological developments is the MEGA (Motivational Engineering Gaming Application) platform.

MEGA is a gamification engine designed to boost player engagement and retention through quests, levels, and challenges. The solution integrates seamlessly into existing products and has already demonstrated measurable improvements in customer activity. In 2025, MEGA was named “Product Launch of the Year” at the Global Gaming Awards EMEA, underlining its relevance in a saturated market.

Licensing and Current Market Position

Currently operating under more than a dozen licenses, including those from the MGA, SGA, and most recently the Alcohol and Gaming Commission of Ontario, Soft2Bet continues to expand its global footprint. The company opened a new office in Malta in 2024, strengthening its operational base in Europe. The same year, it entered the Canadian market by securing regulatory approval in Ontario, signaling its intent to grow in North America.

In addition to licensing expansion, Soft2Bet launched a $52 million investment initiative, Soft2Bet Invest, aimed at supporting startups and projects within the gaming and technology ecosystem. This move was recognized with the “Outstanding Contribution to Gaming” award at SiGMA in September 2024.

Global Reach and Product Innovation

Soft2Bet’s forward strategy centers on both international growth and continuous product evolution. The company is actively exploring new licensing opportunities in Europe, Latin America, and North America, where regulation is either emerging or undergoing transformation.

A major component of its innovation strategy is the continued development of the MEGA platform. Soft2Bet plans to integrate more advanced gamification features, including real-time player rewards, loyalty layers driven by AI, and dynamic segmentation to personalize experiences based on behavior.