Uri Poliavich, CEO & Founder of Soft2Bet
Uri Poliavich is a visionary founder, CEO, and philanthropist. Always remembering where he came from and driven by vision, he has become a powerful force of change in the iGaming world. He is a bold, strategic leader who continuously sets new standards and drives remarkable success.
With over 13 years of management experience, Uri has shaped Soft2Bet into a global powerhouse where people are fueled by restless curiosity, always pushing the limits and striving for more. Under his leadership, a modest operation that began in a small office has evolved into a technology-first, multi-licensed enterprise with a flagship HQ in Malta and a bold international footprint.
Under Uri Poliavich's leadership, the company transformed into a true industry leader, providing innovative solutions under 19 licenses across 12 jurisdictions. Soft2Bet demonstrated its strength by earning top recognition from organizations such as SBC, EGR, GGA EMEA, VIXIO Regulated Awards, and The European’s Global Banking & Finance / Sustainability & ESG Awards.
Uri Poliavich led the development of MEGA (Motivational Engineering Gaming Application), a cutting-edge gamification platform that boosts player engagement. In 2024, he expanded Soft2Bet’s footprint with a new office in Malta. That same year, he launched Soft2Bet Invest, a $52 million fund supporting innovative gaming startups, earning the “Outstanding Contribution to Gaming” award at SIGMA.
“I remember the feeling of hunger the most. Not just the physical hunger I felt as a kid, but the deep hunger to change my life. I wanted to escape the grayness that surrounded me, to replace it with something bright, meaningful, and full of color and purpose”.
“In our business, we're always on the lookout for bright ideas—for new people with bold, innovative suggestions. We're constantly striving to improve, to evolve, and to challenge the norm. We approach things from different angles to reshape the industry every single day”.
“And that mindset applies not only to the job—but also to the charity. The charity fuels our purpose, inspiring us to grow the business and expand its impact. It pushes us to think bigger, act bolder, and build something that truly matters”.
Soft2Bet stands on an unwavering belief in innovation with purpose, and Uri Poliavich leads it and builds the path. A true visionary, he sees opportunities where others see challenges, turning ideas into valuable results. Growth-oriented and performance-focused, Uri Poliavich always makes a few moves ahead. But behind that razor-sharp business mind is a story deeply rooted in resilience and purpose.
Born and raised in Soviet Ukraine, Uri Poliavich experienced a childhood where access, especially to Jewish tradition, was limited. His desire for more grew from this lack—not for himself but for others. His journey from Soviet Ukraine to Israel and his graduation from Bar-Ilan University’s law faculty is not just a personal path story. It’s a mission that keeps moving forward.
That mission goes far beyond gaming. In 2020, together with his wife Yael, Uri Poliavich founded the Yael Foundation, a philanthropic organization that’s changing the face of Jewish education across 37 countries. From Sunday schools to summer camps, special ed to community programs, the Foundation impacts more than 13,500 Jewish children globally.
Uri’s vision is clear: he builds a world where every Jewish child has access to their heritage and culture, no matter where and who they are. For Uri Poliavich, business and impact aren’t separate lanes. They’re part of the same journey, where charity pushes the business to evolve.Whether driving innovation in iGaming or advancing modern approaches to Jewish education, Uri Poliavich focuses on building sustainable solutions, scaling responsibly, and prioritizing long-term value. Under his leadership, strategic growth and impact on the global community define business.
