Soft2Bet is a global iGaming technology company founded in 2016 by entrepreneur Uri Poliavich. The company operates on both B2B and B2C models, offering ready-made operator platforms while also managing its own successful portfolio of brands, such as Betinia and Campobet. Soft2Bet’s strategic headquarters are located in Malta, and the total number of employees exceeds 100.
The company’s key differentiator is the creation of the innovative MEGA (Motivational Engineering Gaming Application) platform, which revolutionized approaches to gamification and player retention. Thanks to its proprietary technology and strict adherence to regulatory standards (19 licenses across 11 jurisdictions), Soft2Bet rapidly evolved from a startup into one of the key players in the global market.
«Soft2Bet Invest, our investment fund, is a logical extension of our mission to advance the industry. We are not just looking for projects, but for partners who share our vision for the future of gaming» — Uri Poliavich, Founder and CEO of Soft2Bet.
Mission and History: From an Idea to Technology Leadership
The success story of Soft2Bet is inextricably linked to its founder, Uri Poliavich. With a background in law, operational management, and digital product development, Poliavich envisioned creating a company that would challenge the established standards of iGaming. His philosophy was to shift the focus from simply offering games to fostering deep user engagement and an emotional connection.
The company was founded in 2016. By 2018, due to rapid growth and the need to operate in regulated European markets, Soft2Bet relocated its headquarters to Malta. This move provided a solid legal and infrastructural foundation for further global expansion.
Today, Soft2Bet’s mission is to shape the future of online gaming through cutting-edge technology, a responsible approach, and flawless regulatory compliance.
Key Development Milestones:
- 2016: Company founded by Uri Poliavich and launch of the first brand.
- 2018: Relocation of the head office to Malta to strengthen its position in Europe.
- 2023-2024: Expansion of licensing geography, including entry into the Ontario (Canada) market, and the launch of the revolutionary MEGA platform.
- 2024: Opening of a new office in Malta and announcement of the €50 million Soft2Bet Invest fund.
- 2025: Launch of operations in New Jersey (USA) and continuation of the controlled growth strategy.
Product Portfolio for B2B Partners
The company offers the market comprehensive turnkey B2B solutions that include:
- Player Account Management (PAM) System: Core system for managing player accounts.
- Casino Module: Access to over 12,500 games from 100+ leading providers.
- Sportsbook: A comprehensive sports betting solution.
- Integrated KYC/AML Tools: For fast and secure player verification.
- Payment Solutions: Integration with 70+ payment methods.
- Full-Scale Managed Services: Including customer support, risk management, and compliance.
This flexible and scalable approach allows partners to quickly enter new markets with a product ready to meet local regulatory requirements.
Flagship Product: The MEGA Platform
MEGA (Motivational Engineering Gaming Application) is a revolutionary gamification platform launched in 2024. Unlike traditional bonus systems, MEGA creates a personalized gaming universe for the player, complete with missions, collectibles, avatars, and social mechanics.
MEGA’s effectiveness is confirmed by specific metrics:
- A 4x increase in average player session time.
- A 65% growth in Net Gaming Revenue (NGR).
- A 50% increase in deposit amounts.
- A 45% rise in Average Revenue Per User (ARPU).
The platform integrates easily into any operator’s existing infrastructure and begins delivering results within the first weeks of operation.
B2C Brand Portfolio
Operating its own brands gives Soft2Bet firsthand market insight and a live environment to test innovations. The company manages several successful B2C brands, each tailored to a specific jurisdiction:
Betinia: Operates in Denmark and Sweden.
Campobet: Also present in Denmark and Sweden.
Tooniebet: Brand for the Ontario (Canada) market.
Quickcasino: Serves the Swedish market.
Don: Brand for the Romanian market.
Global Expansion and Regulatory Strategy
Soft2Bet adheres to a growth strategy focused exclusively on regulated markets. Holding 19 licenses across 11 jurisdictions (including Malta, Sweden, Denmark, Romania, Ontario) is a cornerstone of its reputation.
- Europe: The company has solidified its position in key markets like Sweden, Denmark, and the Baltics, leading to significant EBITDA growth.
- North America: Following a successful launch in Ontario, Canada, the company is preparing to enter the New Jersey (USA) market in 2025. The strategy includes obtaining a license, building a local team, and establishing partnerships.
A responsible approach and compliance are integrated into the company’s business model. Soft2Bet views regulatory adherence not as an obligation, but as a strategic advantage that builds trust with partners, banking institutions, and end-users.
Soft2Bet Invest: Investing in the Industry’s Future
In July 2024, Soft2Bet announced the creation of the Soft2Bet Invest fund with an initial capital of €50 million. The fund focuses on supporting startups and companies in the iGaming and casual games sectors, offering not only financing (€500,000 to €1 million per project) but also expertise in technology, licensing, and international market expansion.
This move demonstrates Soft2Bet’s long-term commitment to developing the entire ecosystem and seeking breakthrough ideas in game mechanics, payment solutions, and user experience. In 2024, the fund received the «Outstanding Contribution to Gaming» award at SiGMA East Europe.
Corporate Culture, Recognition, and Awards
Soft2Bet’s corporate culture is built on principles of integrity, transparency, and accountability. The company unites professionals from over 30 nationalities, and Uri Poliavich’s leadership style is characterized as a combination of business discipline and startup agility.
Soft2Bet’s innovation and product quality have been recognized with numerous prestigious industry awards. At the Global Gaming Awards EMEA 2025, the company secured three victories:
- Executive of the Year — Uri Poliavich.
- Platform Provider of the Year — for its unified technology platform.
- Product Launch of the Year — for the MEGA platform.
Conclusion and Future Outlook
Soft2Bet has evolved from a startup into one of the most innovative and fast-growing technology providers in iGaming. The combination of its powerful proprietary platform, revolutionary gamification through MEGA, a portfolio of successful B2C brands, and an uncompromising approach to regulatory compliance forms its sustainable competitive advantage.
The company’s near-future strategy includes:
- Continuing technological investment in platform and MEGA development.
- A phased expansion into new regulated markets, primarily in the United States.
- Supporting industry innovation through the Soft2Bet Invest fund.
Thus, Soft2Bet is not merely adapting to market changes but is actively shaping the future of online gaming, setting new standards for quality, engagement, and reliability.
