Uri Poliavich: Building the Future of iGaming One System at a Time

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Uri Poliavich never set out to make noise in the iGaming world; he set out to build something that worked better. What started as a response to scattered platforms and regulatory red tape has turned into Soft2Bet, one of Europe’s fastest-evolving gaming technology providers.

Rather than making headlines with hype, Uri Poliavich's approach has been steady, technical, and strikingly effective. For those watching the online gaming space closely, his trajectory offers something deeper than flash; it offers a framework for how to build platforms that last.

From Friction to Framework: How It Started

Uri Poliavich’s journey into iGaming didn’t begin in a boardroom or a funding pitch. It began in the weeds, dealing with real product pain points. Early in his career, he worked behind the scenes, optimizing product operations and dealing with the complexities of regulation, tech debt, and user expectations.

What became clear over time was this: many iGaming operators were growing on unstable ground, with rigid systems, duplicated efforts, and compliance gaps that slowed everything down. Soft2Bet wasn’t born out of ambition alone; it was born out of frustration with inefficiency.

Poliavich didn’t just launch another platform. He designed a system that could grow with the industry, not lag behind it.

What Makes Soft2Bet Different?

Operating across Denmark, Sweden, Ontario (Canada) and Romania, Soft2Bet isn’t just checking boxes; it’s actively rethinking how iGaming tech is delivered.

Here’s how its platform stands out:

• Modular by design: Brands can launch fast, make changes quickly, and scale without rewrites.

• Compliance-first architecture: Regulatory requirements aren’t bolted on; they’re built in from the start.

• Custom UX layers: Each operator gets a tailored interface and engagement flow.

• Gamification that’s native: Tournaments, missions, and quests aren’t added later; they’re part of the system.

• Multi-market ready: Moving into new regions doesn’t require re-engineering the platform.

This isn't tech for tech’s sake; it’s architecture designed to keep businesses responsive as the rules and player expectations evolve.

Building a Company That Doesn’t Break at Scale

When Soft2Bet grew from a lean founding team to 500+ employees, Uri Poliavich didn’t just scale the org chart; he reshaped how the company made decisions.

Rather than a traditional top-down structure, teams were built around ownership, not hierarchy. Specialists were empowered to make product calls. Local teams had the autonomy to adapt to their markets.

Here’s how he’s kept the culture functional:

1. Promote based on impact, not just time served

2. Encourage localized decision-making where regulation or culture matters

3. Allow room for experiments, even failed ones

4. Keep leadership accessible, not distant

5. Structure teams around products, not departments

What’s kept the company resilient isn’t its size; it’s the way it moves.

A Voice in the Industry Conversation

Poliavich’s work hasn’t gone unnoticed in broader industry circles. He frequently contributes to conversations around ethical platform design, cross-market compliance, and the future of responsible engagement in online gambling.

In talks at events like SBC Summit and ICE London, he’s spoken about the need for:

• Future-ready platforms that don’t fear regulation

• Engagement mechanics that value users, not exploit them

• Collaboration across providers to push industry standards higher

He’s not interested in shortcuts. He’s interested in proving that growth and ethics don’t have to compete.

What Others Can Learn From Uri Poliavich

There’s no template for building a tech company in a regulated industry, but Poliavich’s path offers a few principles worth noting:

• Plan for complexity. Simplifying later rarely works.

• Start with infrastructure, not branding.

• Make your team structure match your product architecture.

• Don’t make race decisions. Design for speed, but not recklessness.

• Build systems that pivot, not just scale.

Soft2Bet isn’t just a platform provider. It’s a live case study of what happens when infrastructure is treated like strategy.