Log in to CampoBet, Betinia, or any other Soft2Bet site today, and you will see familiar features: casino games, live sports betting, and promotions designed to keep players engaged. But look a little deeper, and it becomes clear this is not a carbon copy of countless other online casinos. Soft2Bet, under the leadership of Uri Poliavich, has made a point of combining standard iGaming mechanics with real investment in gamification, player protection, and local market adaptation.
This approach has enabled Soft2Bet to build steady momentum since 2016, growing from a small operation to a multi-brand group licensed in more than 16 jurisdictions.
How Academic Discipline Shaped a CEO’s Playbook
Uri Poliavich’s approach to business is grounded in his legal education and structured way of thinking. He earned his law degree at Bar-Ilan University, where he developed the discipline and analytical skills that now shape Soft2Bet’s strategic planning.
Combined with his early experience managing international operations, this background provided him with a strong understanding of how to navigate market regulations, local compliance, and cross-border challenges.
Poliavich’s first exposure to iGaming came at Playtech, where he worked on expanding the company’s footprint in Central Asia and Eastern Europe. This period highlighted for him how players respond to localization, incentives, and the promise of a better user experience.
It also showed him what larger companies often overlook: the need to adapt each brand to different cultural contexts, rather than applying the same strategy everywhere.
Building Soft2Bet: Many Brands, One Operational Backbone
In 2016, Poliavich launched Soft2Bet with a small team and a strategy that relied on variety. Rather than rolling out one generic casino brand, he decided that each should have its own identity, audience, and value proposition. CampoBet would focus on sports betting. YoyoCasino would offer a casual, vibrant environment. Betinia would lean on a more immersive, story-driven style.
Behind each brand sits the same operational backbone: a platform built for flexibility and local compliance. Today, the Soft2Bet portfolio comprises over 12,500 games from more than 100 providers, as well as a sportsbook that covers approximately 1.2 million events annually. The group holds licenses in multiple European countries and has recently expanded into Canada, obtaining an AGCO license for Ontario.
The MEGA Platform: How Gamification Keeps Players Engaged
Soft2Bet’s flagship innovation is the Motivational Engineering Gaming Application, also known as MEGA. Launched in 2024, MEGA was developed to make gameplay more engaging than the standard spin-and-leave routine. Players progress through levels, complete adaptive quests, join live tournaments, and earn personalized rewards based on their preferences and activity.
The results were immediate and measurable. Within a year, the company reported a 50 percent increase in deposits, a fourfold increase in average screen time, and a notable rise in the frequency of players returning to play. These improvements earned Soft2Bet the Product Launch of the Year award at the Global Gaming Awards EMEA.
Player Protection as a Core Value
One of the factors that has kept Soft2Bet competitive in regulated markets is its clear framework for responsible gambling. Under Poliavich’s leadership, the company has integrated self-limiting tools for deposits and losses, as well as self-exclusion options for players who need a break. Additionally, the company has formed partnerships with organizations that focus on education and support for individuals affected by gambling-related harm.
This commitment goes beyond regulatory requirements. For Poliavich, these measures are key to long-term sustainability and building trust in an industry where consumer confidence can be fragile.
Expansion with Local Knowledge
Soft2Bet’s steady expansion demonstrates how a measured approach can be effective in an industry that sometimes prioritizes growth at any cost. The group holds licenses in well-regulated European markets, such as Malta, Sweden, and Denmark, and has entered Ontario, with a launch in New Jersey forthcoming. Rather than push into new markets without preparation, Poliavich’s strategy is to build local partnerships, understand cultural differences, and adapt brand offers to local players.
Five Reasons Soft2Bet Stands Out
Soft2Bet’s steady rise has not come from copying the biggest players or relying on aggressive promotions alone. Under Uri Poliavich’s leadership, the company has focused on combining smart technology, clear branding, local market knowledge, and real safeguards for players.
These five factors show why Soft2Bet is earning industry attention for doing things differently:
- MEGA transforms standard gambling into structured, rewarding play.
- Each brand has a clear identity rather than a generic template.
- Data-driven personalization tailors the player experience.
- Responsible gambling tools are built into the core platform.
- Charitable initiatives and tech investments extend impact beyond revenue.
A Focus on Sustainability Over Shortcuts
For Uri Poliavich, Soft2Bet’s future depends on maintaining the same balance that shaped its early years: using data and innovation to improve gameplay, listening to regulators and local markets, and reinvesting profits into projects that make the industry stronger.
Soft2Bet is not the biggest operator in the world yet, but its trajectory shows how a careful approach can carve out market share without losing sight of responsibility.
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About the Author:
Vic Dilla writes about global business trends and the intersection of regulation and tech. He has profiled founders, growing brands, and companies building sustainable models for digital entertainment.