Soft2Bet has released a new documentary offering a personal look into the company’s eight-year journey — from its early days as a small startup to becoming one of the most forward-thinking names in the iGaming space. The film centers around founder and CEO Uri Poliavich, capturing not only the milestones that shaped the business, but also the values that continue to guide it.
A major part of that story is the Yael Foundation, established by Uri and his wife Yael in 2020. The foundation reflects the couple’s long-standing belief that business can — and should — have a positive social impact. Today, it supports more than 100 educational initiatives across 37 countries, reaching over 13,500 children and helping to build stronger communities through access to learning. It’s a philosophy that Poliavich sums up simply: “charity drives business.”
“What I remember most,” he says in the film, “is the feeling of hunger — not just for food, but for a different kind of life. That hunger to build something better has never left me.”
A Global Business Built from the Ground Up
Soft2Bet started in a modest office with a lean team and a bold idea. Originally a B2C brand relying on third-party solutions, the company quickly moved to develop its own proprietary technology. That shift allowed Soft2Bet to scale fast, entering new markets and expanding its offering to include B2B services. Today, the company is headquartered in Malta and operates more than 16 licensed brands across regulated markets around the world.
At the core of its product ecosystem is MEGA — the Motivational Engineering Gaming Application — a gamification platform that’s become a standout in the industry. MEGA brings together behavioral insights, real-time engagement mechanics, and AI to create immersive, personalized experiences for players.
Leading with Intention
Much of Soft2Bet’s growth has been driven by Poliavich’s focus on innovation — but always with a sense of purpose. His own upbringing in Soviet Ukraine instilled in him a deep motivation to create change, not only in business but also in people’s lives.
“In recent years, we’ve been able to bring real innovation to our clients,” he says. “We’re committed to staying ahead of the curve — through AI, gamification, and tools that genuinely improve the player journey.”
This approach has helped Soft2Bet grow into a trusted partner for operators seeking high-performance, future-ready solutions that deliver results without losing sight of responsibility.
Looking Forward: Innovation Meets Impact
In 2024, Soft2Bet expanded its mission even further by launching Soft2Bet Invest, a $50 million fund focused on innovation in iGaming and casual gaming. The fund supports companies that are building the future of the industry — from AI-based personalization to new traffic strategies and next-gen user experience design.
As the company continues to grow, its commitment to social impact grows with it — from the reach of the Yael Foundation to ongoing internal CSR initiatives.
About Soft2Bet
Soft2Bet is a top-tier provider of turnkey iGaming solutions, delivering advanced sportsbook and casino platforms to operators across global regulated markets. With its proprietary MEGA platform, the company helps partners drive engagement, loyalty, and long-term value. Soft2Bet holds over 16 licenses and operates multiple successful international brands.
About the Yael Foundation
Founded by Yael and Uri Poliavich in 2020, the Yael Foundation is dedicated to expanding educational opportunities within Jewish communities around the world. The foundation supports schools, early education programs, and special needs initiatives in 37 countries — all with the goal of creating long-term, positive change through access to learning.
