Some leaders follow industry trends; others define them. In iGaming, where innovation must meet uncompromising regulatory standards, one leader has turned that challenge into a growth engine: Uri Poliavich, founder of Soft2Bet.
Under his leadership, Soft2Bet has entered 10 regulated markets, secured 19 licenses, and launched award-winning products that set new benchmarks.
In this blog, we will unpack the leadership strategies that fueled Soft2Bet’s rise and show how they connect to tangible business results.
Whether you run an operation, invest in the sector, or shape industry policy, these lessons apply to any fast-moving, highly regulated market.
Table of Contents
1. Discipline and Adaptability ─ The Dual Engine of Growth
When Soft2Bet was created in 2016, it entered an industry dominated by established players. Instead of trying to outspend them, Poliavich designed the business to be lean, compliance-ready, and technologically modular from day one. This disciplined approach ensured that the proper infrastructure supported every brand launch and market entry.
At the same time, the company was built to pivot quickly. As market conditions changed, Soft2Bet could adapt its offerings, reconfigure its platform, or shift marketing strategies without disrupting core operations. Uri Poliavich’s journey shows that these two forces, rigorous control and operational agility, are not opposites but complementary drivers of growth.
Leadership insight: An organization that combines disciplined systems with the ability to adapt can move quickly without losing stability.
2. Compliance as a Competitive Advantage
In iGaming, regulatory compliance is often seen as a constraint, but Poliavich has treated it as a growth lever. By investing early in legal expertise and compliance infrastructure, Soft2Bet was able to meet the strict entry requirements of markets like Denmark, Sweden, Romania, and Ontario.
Today, its portfolio of 19 active licenses signals to regulators, partners, and players that Soft2Bet operates to the highest standards. This credibility makes it easier to secure partnerships, attract investment, and gain faster approval in new jurisdictions.
Leadership insight: In industries built on trust, mastering regulation better and faster than competitors creates a durable strategic advantage.
3. Purpose-Driven Innovation ─ The MEGA Breakthrough
By 2023, Poliavich had identified a core challenge for online casinos and sportsbooks: players were engaging less after the initial sign-up phase. To address this, Soft2Bet developed MEGA (Motivational Engineering Gaming Application), a gamification engine that layers missions, achievements, and interactive environments over traditional gaming content.
52% player increase due to MEGA Source: soft2bet-us.com
MEGA was designed not as a marketing gimmick but as a targeted solution to an engagement problem. Its results have been measurable:
- a four-fold increase in player screen time
- a 65% rise in Net Gaming Revenue
- a 50% boost in deposit amounts
By making engagement more interactive and personalized, MEGA delivered clear value to both operators and players.
Leadership insight: The most effective innovations are born from clearly defined problems and validated through measurable results.
4. Balancing B2B and B2C for Strategic Resilience
Many gaming companies choose either to run their own brands or supply technology to other operators. Poliavich chose both, creating a dual model where B2C brands like Betinia, Campobet, and Tooniebet provide real-time player insights, while B2B partnerships generate stable, recurring revenue.
This structure creates a feedback loop: learnings from direct-to-consumer operations inform platform improvements, which in turn make the B2B offering more competitive. It also spreads risk, allowing Soft2Bet to maintain performance even when specific markets experience volatility.
Leadership insight: Combining complementary business models can strengthen both sides and protect against market shocks.
5. Investing Beyond the Company ─ Soft2Bet Invest
In 2024, Poliavich launched Soft2Bet Invest, a €50 million fund dedicated to supporting startups in iGaming and casual gaming. Investments range from €500,000 to €1 million, paired with operational guidance from Soft2Bet’s leadership.
Soft2Bet Invest open for applications Source: soft2bet-us.com
This initiative quickly earned the “Outstanding Contribution to Gaming” award at SiGMA Eastern Europe, one of the industry’s most coveted honors, celebrating companies that set new standards for excellence.
Beyond the recognition, it expanded Soft2Bet’s influence, creating new partnerships and gaining early access to emerging innovations.
Leadership insight: True market leadership comes from shaping the industry’s future, not just competing in its present.
6. Responsibility as a Growth Strategy
Soft2Bet’s approach to responsible gaming goes well beyond what regulations require. The company uses AI-driven fraud detection, offers customizable player limits, and conducts regular compliance audits across all jurisdictions.
These measures protect players, strengthen the brand’s reputation, and help maintain smooth relationships with regulators, benefits that directly support long-term profitability.
Leadership insight: Ethical operations are not a cost burden; they are an investment in brand equity and market access.
Leadership That Lasts
Uri Poliavich’s leadership of Soft2Bet offers a clear playbook for anyone operating in fast-moving, tightly regulated markets.
He has shown that disciplined systems can enable rapid adaptation, that compliance can be leveraged as a growth driver, and that innovation creates real value when guided by purpose.
By integrating multiple business models, investing in the broader gaming ecosystem, and making responsibility a strategic advantage, Poliavich has built a company that can scale without losing stability.
For operators seeking expansion, investors looking for resilient returns, and policymakers aiming to foster sustainable industry growth, the lesson is the same: align vision, execution, and values, and you create an engine for success that endures.
About Author
Photo by Mindaugas Lazdauskas Source: pexels.com
Daniel Cross is an iGaming industry analyst with over 12 years of experience tracking market trends, regulatory shifts, and technology innovations. He has profiled award-winning companies and technology providers shaping the future of global online betting and casino gaming.
