Many leadership stories in tech sound the same. Fast rise. Big expansion. A few bold claims. The story behind Soft2Bet follows a different rhythm, one shaped less by speed and more by structure.
The Engineering Mindset as a Cultural Anchor
Software is usually seen as a tool, but for Uri Poliavich, the proprietary code at Soft2Bet acts more like the company’s backbone. Most leaders are happy to outsource the heavy lifting to avoid the headaches of maintenance, but keeping the technology in-house was a deliberate move to stay agile.
It’s about more than just owning the IP; it’s about creating a culture where the engineers and the executives speak the same language. When you own the tech stack, you aren’t waiting for a third-party ticket to get resolved—you’re the one holding the keys.
This level of autonomy turns a standard B2B provider into a nimble organism that can pivot as fast as the regulations do, proving that the best way to predict the future of a platform is to be the one writing its code.
Growing Carefully in a Complicated Industry
iGaming does not reward shortcuts for very long. Every new market comes with its own rules, expectations, and technical limits. Soft2Bet’s expansion into 19 regulated markets, including Sweden, Denmark, Romania, and Ontario in Canada, did not happen by accident. It required planning, patience, and systems that could handle pressure without breaking.
A major choice was to develop the platform in house rather than depend entirely on external providers. This came with added responsibility, but it also gave the company greater control over how the technology evolved. When regulations changed or markets evolved, the company could adapt without rebuilding from scratch.
A big part of this platform is the MEGA solution, short for Motivational Engineering Gaming Application. While “gamification” is often treated like a buzzword, MEGA was built around behavioural insight rather than surface features.
Building Beyond the Core Business
Instead of stopping at internal growth, Soft2Bet took another step by launching Soft2Bet Invest, a €50 million investment arm focused on iGaming startups. The reasoning was straightforward. Strong ideas often fall short not due to lack of quality, but because they cannot handle regulatory demands, growth pressures, or real operating conditions.
Soft2Bet Invest places its focus on emerging areas such as:
- AI tools that help understand players better and support smarter, faster decisions.
- Better user experience, with simpler onboarding and more personal interaction
- New game ideas that mix iGaming with casual or crossover entertainment
This approach turns the company from a single operator into a supporter of the wider ecosystem.
Leadership That Scales With the Company
As companies grow across borders, culture often becomes harder to hold together. Poliavich has focused on keeping technical standards high while leaving room for openness and collaboration. Innovation stays central, even as operations become more complex.
The industry has taken notice of this balance. The Executive of the Year title was handed over at the Global Gaming Awards EMEA in London, which is basically the “Oscars” for this industry. He was also recognised with the Leader of the Year award at the SBC Awards, a forum where experienced industry figures tend to look past presentations and focus on who is delivering real, working results.
His leadership is built on these pillars:
- Build systems before pushing speed.
- Keep teams aligned as scale increases.
- Treat trust as a long-term asset.
Looking Forward Without Shortcuts
iGaming continues to change quickly. Regulation tightens. Technology expectations rise. New markets open and close. Soft2Bet’s response has been to stay flexible without losing structure. The ongoing development of the MEGA platform and the expansion of Soft2Bet Invest show a focus on durability rather than flash.
The wider takeaway is straightforward. Creating something durable often requires taking the more demanding route. Owning technology. Learning regulations properly. Supporting people and communities over time. In an industry known for speed, this approach proves that steady progress can still move far, as long as the foundations are strong.
