The Rise of Uri Poliavich: From Law to Leading Global Gaming Entrepreneur

Uri Poliavich’s journey to becoming a well-known figure in the gaming industry began far from the world of business and technology. Born in Ukraine in 1981, Uri Poliavich’s age is a reflection of a life shaped by resilience and adaptability. At the age of 14, his family moved from Ukraine to Israel, marking a pivotal moment that would influence his future. This relocation set the stage for a series of transitions that would define his career. In Israel, Poliavich completed his high school education and later served in the Israeli army, where he honed leadership skills that would prove invaluable in his later business pursuits. 

After his military service, he went on to study law, earning a degree before starting his career in commercial and real estate law. However, his time in the legal field would not be permanent. Uri Poliavich’s wife and he would soon find themselves on a much different path that would take them across countries and industries, ultimately leading to the creation of one of the most successful gaming companies in Europe.

From Law to Gaming: The Turning Point

After a short stint in the law, Uri Poliavich knew that he needed a change. He recalls a turning point, remembering how he was hit by the long hours and stress of work. Poliavich needed something different, and his search for change led him to an opportunity that would significantly alter the course of his career.

He found a job in Kyrgyzstan, managing a business that ran operations including schools and construction projects. It was here that Poliavich Uri first encountered the world of gambling, a field he would come to love. He quickly grew fascinated with the energy of betting shops, where the mix of excitement and emotion made an impact on him. Managing 100 employees and running a gambling business in a foreign country was both an education and a challenge for him. Poliavich thrived in this high-energy environment, drawing on his military experience to manage the operation.

This would be a pivotal moment in Poliavich’s life, as it set him on the course toward founding Soft2Bet, his globally recognized gaming company.

Introducing the First White-Label Gaming Platform in Kyrgyzstan

One of the most significant achievements of Poliavich’s early career came when he introduced the first-ever white-label gaming platform to Kyrgyzstan. This milestone was part of his broader efforts to expand the reach of gambling in a country where the industry was relatively underdeveloped. The project was both an important step that proved successful for Poliavich, marking his first real taste of the potential for growth within the gaming sector.

During his time in Kyrgyzstan, Poliavich Uri was also heavily involved in securing a license for the national lottery. His efforts took him to some of the most remote areas of the country, ensuring the distribution network reached every corner. This hands-on experience deepened his understanding of the gambling industry and laid the groundwork for his future success in the sector.

The Birth of Soft2Bet: From Moldova to Cyprus

By 2012, Uri Poliavich and his wife decided to leave Kyrgyzstan and relocate to Moldova, seeking to build a life closer to the European hub. In Moldova, Poliavich continued working in the gaming industry, this time focusing on white-label operations and sales. However, his entrepreneurial spirit led him to create his own platform. What started as a small project soon grew into a larger business, setting the stage for the eventual launch of Soft2Bet.

In 2016, Poliavich and his wife made the decision to move back to Ukraine. In just two years, they would officially launch Soft2Bet. The company quickly grew in size and success, moving into a larger office in Kyiv as it began to attract hundreds of employees. With a solid foundation in Ukraine, Soft2Bet expanded its operations internationally, making key moves to broaden its reach.

In 2020, the company took another significant step by opening its technology arm in Cyprus. This move was crucial to Soft2Bet’s international growth, with Cyprus becoming a central hub for its technology operations.

Growth and Expansion: Soft2Bet’s International Reach

The expansion of Soft2Bet into new markets has been one of the defining aspects of Poliavich’s leadership. The company’s growth trajectory has been rapid, fueled by strategic moves into regulated markets across Europe and beyond. Uri Poliavich’s wife, Yael, has been a crucial partner in this journey, not only supporting the business side of things but also helping to ensure the company’s corporate culture reflected their values of diversity and inclusion.

Soft2Bet’s headquarters were established in Malta in 2018, and in 2024, the company celebrated the opening of a new office in the country. This new space currently houses over 200 employees and serves as a key point of coordination for Soft2Bet’s operations.

The company’s international presence continues to grow, with expansion into Scandinavian markets, particularly in Denmark, where Soft2Bet launched its CampoBet brand in April 2024. Poliavich has also placed a strong emphasis on North American expansion, and Soft2Bet is preparing to enter the New Jersey market.

Soft2Bet’s Entry Into the U.S. Market: A Personal Challenge

For Uri Poliavich, entering the U.S. market has been a long-standing goal. Soft2Bet has already made its mark in Ontario, Canada, but the U.S. market—particularly New Jersey—has been a personal challenge. In 2024, Soft2Bet secured the necessary approvals and market access deals, setting the stage for a successful entry into the New Jersey market. This is significant not only for the company’s growth but also for Poliavich himself, who has viewed U.S. expansion as a way to prove that European companies can succeed in the complex and regulated U.S. gambling market.

Poliavich’s determination to succeed in the U.S. market reflects his broader approach to business: a willingness to take on challenges, make calculated risks, and explore ambitious opportunities. For him, the future of Soft2Bet looks bright, with continued focus on expanding into new markets and creating innovative solutions within the gaming sector.

A Culture of Innovation and Diversity at Soft2Bet

One of the core values at Soft2Bet is the emphasis on a diverse and inclusive company culture. Poliavich’s personal experiences of feeling like an outsider—whether as a Jewish person in Ukraine or a Ukrainian in Israel—have shaped his approach to building a company culture that values diversity. Uri Poliavich’s leadership is characterized by fostering an environment where employees from various backgrounds can come together, share ideas, and innovate.

This inclusive atmosphere is reflected in the company’s policy of having a fully in-office working culture, which Poliavich Uri believes fosters better collaboration and creativity. While exceptions exist, Poliavich believes that having people physically present in the office creates the energy and dynamic needed for Soft2Bet to thrive.

Looking Ahead: What’s Next for Uri Poliavich and Soft2Bet?

Looking to the future, Uri Poliavich continues to focus on expanding Soft2Bet’s reach and influence in the global gaming market. The company’s ongoing expansion in Europe, its upcoming launch in New Jersey, and its efforts to break into new markets highlight Poliavich’s ambition for the company’s growth.

As the company moves into new territories, the question on Poliavich’s mind is simple: “What’s next?” This ongoing ambition to grow and evolve the business has been a key factor in Soft2Bet’s success and will continue to shape its future in the global gaming industry.