For over a decade, Uri Poliavich has been a driving force in the online entertainment industry. As the founder and CEO of Soft2Bet, he’s guided the company from a small startup into a globally recognized platform provider.
But for all his achievements, one guiding principle defines his leadership: the simple yet powerful question, “What’s next?”
Uri Poliavich sees this question as a driving force behind real progress, not just for businesses, but for the people behind them. In a fast-moving, tightly regulated world of iGaming, there’s no room for standing still. It takes foresight, adaptability, and the courage to move before the market tells you to.
The Journey Behind the Question
Uri Poliavich’s path to leadership wasn’t linear. Born in Ukraine in 1981 and raised in Israel after the fall of the Soviet Union, he built his early life on discipline and resilience.
Following his military service and a brief legal career, Uri pivoted to business, managing operations across diverse sectors before fully entering the world of online gaming.
The lessons he learned, from navigating high-pressure environments to leading teams through rapid operational change, helped shape a mindset rooted in adaptability. This was further honed during his early involvement in regional gaming projects, where he helped build scalable, compliant platforms across European markets.
Innovation as a Leadership Imperative
At Soft2Bet, innovation is the norm. Uri Poliavich led the creation of MEGA, a gamification engine that boosts user engagement, reflecting his drive to improve what works.
In 2024, he launched Soft2Bet Invest, a €50 million fund backing gaming and entertainment startups using AI and UX innovations. Supporting others who ask “What’s next?” is a natural extension of his leadership.
“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,” Uri shared
Strategic Expansion with a Future-Focused Lens
Uri Poliavich’s U.S. expansion strategy highlights his balance between ambition and sustainability.
- Uri Poliavich’s market growth strategy reflects his forward-thinking, long-term mindset.
- Soft2Bet avoids rapid, high-risk expansion, opting instead for a measured, data-driven approach.
- Following success in Europe and Ontario, the company is preparing for a U.S. launch, starting with New Jersey.
- Current efforts focus on regulatory groundwork, team-building, and infrastructure development.
- For Uri, this isn’t just caution; it’s strategic preparation to ensure sustainable, scalable growth.
- He’s constantly asking not just what’s next in opportunity, but what’s next in building a solid foundation for it.
It’s a methodical pace that keeps the company grounded while moving confidently toward new markets.
Building Culture Around Curiosity
Inside the company, “What’s next?” is more than a strategic question; it’s cultural. Uri’s leadership is marked by proximity, transparency, and constant iteration. With over 100 employees and a growing international footprint, he ensures senior leadership stays close to day-to-day operations.
This culture encourages employees to think critically and creatively across product innovation and regulatory compliance. It also attracts bold thinkers, people who, like Uri, are driven by curiosity rather than comfort.
“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,” he says.
A Vision That Balances Profit and Purpose
Beyond business, Uri Poliavich integrates social responsibility into his leadership philosophy. He’s spoken openly about how charity has been a motivator for business, not just an afterthought. That belief underscores his long-term outlook: success isn’t measured only in revenue, but in impact.
“Most people think that business drives charity initiatives, but for me, charity drives business, pushing it forward,” Uri noted
Uri’s purpose-driven mindset helps explain his influence in iGaming, as evidenced by recognition from Gaming Intelligence, SBC, the Global Gaming Awards, and The Jerusalem Post.
Always Looking Forward
Whether launching new products, expanding into new territories, or nurturing startups through Soft2Bet Invest, Uri Poliavich keeps his focus on the future. His leadership isn’t just about making the right moves now; it’s about creating momentum for what comes next.
That’s why “What’s next?” is more than a question.
For Uri Poliavich, it’s a philosophy. It keeps leaders humble, companies innovative, and industries evolving. In today’s rapidly shifting digital landscape, it may be the most critical question a leader can ask.
