From Legal Beginnings to Global Gaming: The Story of Uri Poliavich

Uri Poliavich, born in 1981 in Ukraine, represents a modern entrepreneurial success story rooted in adaptability, international experience, and relentless determination. His early years were marked by modest circumstances. Coming from a working-class background, his father was a coal miner, Poliavich grew up in an environment where financial resources were limited, a reality that continues to motivate him today.

At the age of 14, Poliavich left Ukraine with his family to move to Israel. There, he completed high school and fulfilled his mandatory three-year service in the Israeli army, where he gained initial leadership experience as a sergeant. Following his military service, he earned a degree in law and began working in commercial and real estate law. Despite entering a stable and respected profession, Uri Poliavich soon realized that the legal field was not where he envisioned his future.

A Career Shift: From Law to Business

Pivotal to his transformation was a job posting he discovered online, an opportunity to manage business operations for WK Group in Kyrgyzstan. Although the move was unconventional, it launched his transition from legal work to business management. At just 31 years old, Poliavich found himself managing over 100 employees across various sectors including education, construction, and most notably, betting shops.

It was during this time that he developed a passion for the gaming industry. He found the dynamic, emotionally charged atmosphere of betting shops to be far more engaging than the legal profession. The hands-on experience in running business operations in a challenging environment became a formative business education.

Introducing White-Label Gaming in Kyrgyzstan

Pushing boundaries early on, Uri Poliavich introduced the first white-label gaming platform in Kyrgyzstan through a partnership with BetConstruct. His tenure in the country also included collaborating with Playtech on launching the national lottery, an extensive project that required him to traverse remote parts of the country to ensure full distribution.

During this period, Uri Poliavich met his future wife, Yael, a significant moment in both his personal and professional life. The couple married before moving once again, eventually settling in Cyprus, where they started a family, welcoming two children. These personal milestones, including Uri Poliavich’s wife Yael becoming a central part of his life, were as impactful as his professional achievements, helping lay the groundwork for what would eventually become Soft2Bet.

Building the Foundation of Soft2Bet

Relocating to Moldova marked the next phase of his journey. Poliavich continued his involvement in gaming by managing white-label solutions while also working in sales for Playtech. Balancing two jobs, he began building what would evolve into the Soft2Bet platform. Although its initial version was rudimentary, essentially a registration page with a few thumbnails, it was the first iteration of what would become a significant player in the global gaming market.

By 2016, the family had returned to Ukraine. With support from partners and a lean team, including one of his first hires who remains with the company to this day, Poliavich launched the first brand under the Soft2Bet name within two weeks of settling in Kyiv.

Rapid Expansion and International Growth

Between 2016 and 2020, Soft2Bet experienced significant growth. The company expanded its office footprint in Kyiv to accommodate 350 employees. In 2018, it established its headquarters in Malta, positioning itself closer to the European regulatory and business environment. In 2020, the technology division of Soft2Bet was moved to Cyprus, a transition that allowed for increased operational efficiency and proximity to European markets.

Uri Poliavich constantly praises Cypriot authorities for their support, particularly in enabling his team and their families to transition smoothly. From securing state permits and work visas to placing children in local schools, the move to Cyprus has proven crucial in Soft2Bet’s international strategy.

The Malta HQ and Strategic Milestones

April 2024 marked another significant moment as Soft2Bet celebrated the opening of its new Malta headquarters. With over 200 employees operating from the site, the location now plays a critical role in the company’s operations. This expansion aligns with Poliavich Uri’s long-standing vision of building a diverse, multicultural enterprise.

His own experiences as someone who always felt like a “stranger”, being Jewish in Ukraine, and Ukrainian in Israel, fostered a deep appreciation for inclusivity. This worldview directly shaped Soft2Bet’s company culture. Diversity is not just a principle but a functional asset, enabling the company to better navigate multiple markets and customer bases.

Motivation Rooted in Experience

Despite reaching considerable milestones, Uri Poliavich remains driven by the memories from his early years. Uri Poliavich’s age reflects a blend of youthful energy and seasoned experience that continues to shape his leadership style. He often recalls a time when his parents saved for years just to afford a short seaside vacation, a memory that underscores the stark contrast to his current position and fuels his drive to keep pushing boundaries.

A key part of his leadership is identifying talent that can thrive in high-velocity environments. He emphasizes the importance of keeping his team “hungry,” motivated, adaptable, and ready to scale with the business. That ethos forms the backbone of Soft2Bet’s hiring and operational strategies.

Soft2Bet in the U.S.: New Jersey on the Horizon

Soft2Bet’s expansion into North America represents a major strategic milestone. Having already established operations in Ontario, the next target is New Jersey, a critical market for gaming operators aiming to gain a foothold in the United States.

According to Poliavich, Soft2Bet has secured all necessary regulatory approvals and Know Your Customer (KYC) protocols. Platform certification remains the final step before going live. The company plans to launch its first brand in New Jersey by Q2 of the year.

Unlike many European operators who fail to sustain U.S. operations and eventually exit the market, Poliavich views success in New Jersey as a personal challenge. He emphasizes a long-term commitment, with plans to establish local offices and expand from B2C into B2B operations.

Looking Ahead

For Poliavich Uri, the guiding question has always been “What’s next?” This mindset continues to steer Soft2Bet as it explores new markets, technologies, and product verticals. With a strong foothold in Europe, an imminent U.S. launch, and a growing philanthropic legacy, the next chapter for Uri Poliavich promises to be just as transformative as the last.

Whether it’s about expanding into Denmark, building schools, or pioneering new software features, the journey of Uri Poliavich is far from over. His story is one of reinvention, perseverance, and strategic foresight, an example for modern entrepreneurs navigating global industries.