Eight years ago, Soft2Bet was just a small team with big ambitions. Today, it’s a global company with proprietary technology, international licenses, and a growing portfolio of successful iGaming brands. That journey — from modest beginnings to industry leader — is the focus of a new short documentary released by the company this week. At the center of the story is CEO and founder Uri Poliavich, whose vision has shaped not just the business, but also its values.

One of the most powerful themes in the film is Poliavich’s belief that business success and social impact go hand in hand. In 2020, he and his wife Yael founded the Yael Foundation, which supports educational programs in Jewish communities around the world. The foundation now helps fund over 100 projects in 37 countries, reaching more than 13,500 children — from kindergartens to Sunday schools and special education initiatives.

“What I remember most is the feeling of hunger,” Poliavich shares in the film. “Not just hunger as a child — but the hunger to change your life.”

From Startup to Global Player

Soft2Bet’s early days were humble. The company began as a B2C brand using third-party platforms, but it didn’t take long to realize that building its own tech would unlock far greater potential. Today, headquartered in Malta, Soft2Bet is both a B2C and B2B provider, holding over 16 licenses across regulated markets and operating a suite of premium online gaming brands.

A major driver of the company’s growth has been its in-house innovation, particularly the development of MEGA (Motivational Engineering Gaming Application). This proprietary gamification platform has redefined how players engage with casino and sports betting content — offering personalized challenges, dynamic rewards, and experiences tailored to individual users.

Leading with Purpose

Poliaovich’s leadership is shaped by his early life in Soviet Ukraine, and that personal history continues to influence his approach to business. For him, innovation isn’t just about staying ahead of trends — it’s about creating products and platforms that mean something.

“In the last few years, we’ve delivered solutions our partners truly value,” he explains. “We’ll keep pushing forward — with AI, content personalization, and smarter UX — to stay competitive and connect with new audiences.”

This mindset has made MEGA a standout in the iGaming space, helping operators increase engagement, improve retention, and drive real business results through intelligent, data-driven gamification.

Giving Back and Looking Ahead

Philanthropy is more than a side project for Soft2Bet — it’s part of the company’s DNA. Through the Yael Foundation, the company continues to expand access to education, support community programs, and fund initiatives that make a difference far beyond the gaming world.

At the same time, Soft2Bet is investing in the future of the industry. In 2024, the company launched Soft2Bet Invest, a $50 million fund dedicated to backing high-growth companies in the iGaming and casual gaming space. With a focus on AI, UX innovation, and scalable gaming products, it’s another way Soft2Bet is helping shape what’s next — not just for itself, but for the industry as a whole.

About Soft2Bet

Soft2Bet is a leading provider of turnkey solutions for the iGaming sector, offering advanced casino and sportsbook products powered by its proprietary MEGA platform. The company operates multiple successful brands and holds more than 16 licenses across regulated markets worldwide.

About the Yael Foundation

Founded in 2020 by Yael and Uri Poliavich, the Yael Foundation supports educational initiatives in Jewish communities globally. Grounded in the belief that shared values and mutual support build stronger communities, the foundation focuses on helping children access learning, identity, and opportunity.