Uri Poliavich
Uri Poliavich is the Founder and Chief Executive Officer of Soft2Bet, a global iGaming software provider known for its gamification-driven platform and multi-brand strategy. With over 20 years of experience, Poliavich has built a reputation as a forward-thinking entrepreneur and a prominent figure in the global gambling and tech sectors. Since launching Soft2Bet in 2016, he has overseen its expansion and positioned the company at the forefront of industry innovation, including the rollout of the award-winning MEGA platform and the creation of a €50 million innovation fund, Soft2Bet Invest.
Bio
From Law to Leadership in iGaming
Uri Poliavich began his professional journey in law, earning an LLB from Bar-Ilan University in 2009. He started his career as a legal intern specialising in M&A and international real estate transactions, before pivoting to the gaming industry. His first major role came in 2010 as VP of Business Development at WK Group, where he led strategic operations across casino, lottery, and sportsbook verticals in Eastern Europe and Central Asia.
During this period, he also began consulting for Playtech, focusing on emerging markets. From 2012 to 2016, he simultaneously served as COO of IMS Limited, overseeing all aspects of gaming operations, from finance and CRM to customer support.
Founding Soft2Bet
In 2016, Poliavich founded Soft2Bet and led its transformation from a lean startup into a multi-award-winning B2B provider. Under his leadership, Soft2Bet has launched a range of successful brands and secured licences in key jurisdictions, including Malta, Sweden, and Ontario. The introduction of the Motivational Engineering Gaming Application (MEGA) platform marked a breakthrough in gamification for the iGaming sector and was named “Product Launch of the Year” at the Global Gaming Awards EMEA 2025.
Soft2Bet’s strategic growth has seen the company secure 19 licences across 12 jurisdictions, implement major platform upgrades, and enter the highly competitive New Jersey market. In 2024, Soft2Bet opened its Malta headquarters and launched Soft2Bet Invest, an innovation fund providing between €500,000 and €1 million per company to support growth-stage ventures. The initiative earned “Outstanding Contribution to Gaming” at the SIGMA Awards 2024.
Uri Poliavich leadership was recognised in both 2024 and 2025 with several industry honours, including “Executive of the Year” at the Global Gaming Awards and “Leader of the Year” at the SBC Awards.
Philanthropy and Global Impact
A Ukrainian-born Israeli citizen, Poliavich has been a long-time advocate of Jewish education and youth empowerment. In 2020, he and his wife Yael founded the Yael Foundation, which now operates in 37 countries and supports over 13,500 Jewish children through educational and cultural programs. His contributions have earned him recognition as one of the top 50 most influential Jews globally.
Academic and Personal Background
Poliavich holds a Bachelor of Laws (LLB) from Bar-Ilan University and completed his military service in the Israel Defense Forces after relocating to Israel with his family at the age of 14. Blending legal expertise with entrepreneurial vision, he continues to lead innovation where technology, gaming, and social impact converge.