Building in a regulated industry comes with built-in limits. Licensing rules, compliance checks, and player protection standards all influence how fast a company can move and where it can operate. When Uri Poliavich founded Soft2Bet in 2016, those constraints were part of the starting point, not something to deal with later.
Today, Soft2Bet works with online gaming and sports betting operators through turnkey technology solutions. At the same time, the company runs its own B2C brands in regulated markets. That mix shapes how the business develops products, tests ideas, and expands into new jurisdictions.
Looking at Soft2Bet’s growth means looking at its founder, its core technology, and how the company operates across licensed markets.
Who Is Uri Poliavich?
Uri Poliavich is the founder of Soft2Bet, established in 2016. Since then, the company has expanded across regulated markets and introduced MEGA, its gamification solution.
Poliavich has received industry recognition for leadership, including Executive of the Year at the 2025 Global Gaming Awards EMEA. Uri Poliavich has also shared his views on leadership and gamification in public talks at industry forums.
Those ideas are reflected in how Soft2Bet is structured and in the products it develops.
What Is Soft2Bet?
Soft2Bet is a global iGaming technology company that provides turnkey solutions for online casino and sports betting operators. On the B2B side, it supplies platforms, tools, and services. On the B2C side, it operates localized gaming brands in regulated markets.
The company has over 100 employees and operates under 19 licenses across 11 jurisdictions, including Denmark, Ontario in Canada, Romania, and Sweden. This licensing footprint plays a central role in how Soft2Bet approaches product development and expansion.
One of the main products built around that approach is MEGA.
Uri Poliavich and MEGA: Soft2Bet’s Gamification Solution
MEGA, short for Motivational Engineering Gaming Application, launched in 2023. It is Soft2Bet’s gamification solution, designed to support engagement and retention for casino and sportsbook operators.
Soft2Bet describes MEGA as a solution rather than an engine because it is intended to provide operators with a complete set of tools, rather than a single technical feature.
In practice, MEGA focuses on structuring engagement in a way that can be adjusted and measured.
What MEGA Delivers for Operators
- Customizable rewards and bonus triggers
- Advanced user segmentation
- Flexible configuration for different gamification strategies
- Integration with casino and sportsbook operators
- Gamification mechanics including avatars, collectibles, and city-building features
- 4X increase in player screen time
- 65% increase in Net Gaming Revenue (NGR)
- 50% increase in deposit amount
- 45% increase in Average Revenue Per User (ARPU)
- Frontend customization for tailored user experiences
- Casino integrated solutions with a large game portfolio
- Sportsbook integrated solutions
- Managed services covering customer support, risk management, and compliance
- Payments integration with a wide range of providers and methods
- Betinia in Denmark and Sweden
- Campobet in Denmark and Sweden
- Tooniebet in Ontario, Canada
- Quickcasino in Sweden
- Don.ro in Romania
Soft2Bet reports the following outcomes from MEGA:
Soft2Bet’s Platforms and Brands
Soft2Bet operates across both B2B and B2C models. This allows the company to develop technology for operators while also running consumer-facing brands in licensed markets.
On the B2B side, Soft2Bet provides a range of platform services designed to support different operator needs.
B2B iGaming Operator Solutions
Soft2Bet’s offering includes:
The platform supports an ecosystem of more than 12,500 games, over one million live events annually, more than 20 languages, and over 70 payment methods.
Alongside this, Soft2Bet operates B2C brands that are built for specific regulated markets.
B2C Brands in Regulated Markets
Soft2Bet operates:
Each brand is designed to meet local requirements and player expectations within its market.
Responsible Gaming and Soft2Bet Invest
Operating across regulated markets also means maintaining consistent standards around player safety and compliance. Soft2Bet states that responsible gaming is a core priority, supported by teams focused on compliance, fraud detection, and player protection. The company also notes that it is regularly audited by gaming authorities.
In July 2024, Soft2Bet launched Soft2Bet Invest, a €50 million innovation fund aimed at supporting companies and entrepreneurs in iGaming and casual gaming.
Later that year, Soft2Bet Invest received the Outstanding Contribution to Gaming 2024 award at SiGMA East Europe.
Final Takeaway
Uri Poliavich founded Soft2Bet with a focus on building iGaming technology that works within regulated markets. MEGA reflects that approach by offering a structured gamification solution with reported performance outcomes. With operations across 19 licenses and 11 jurisdictions, Soft2Bet continues to expand through a combination of licensed growth, product development, and investment in innovation through Soft2Bet Invest.