The Digital Workplace Channel

Soft2Bet: Marking nine years of innovation, leadership, and sustainability

This September, Soft2Bet marks a proud and significant milestone as it celebrates its ninth anniversary. From humble beginnings to becoming apowerhouse in the B2B iGaming sector, Soft2Bet has consistently pushed the envelope in innovation, technology and customer experience since its launch in 2016. This article lays out the company’s success in what remains one of the fastest-growing and most competitive digital industries, celebrating its journey and reflecting on the group’s key achievements and the exciting road ahead for Soft2Bet and its teams.

Here, we will also examine the company’s history, its rapid rise, technological prowess, and future direction. Over the past nine years, Soft2Bet has significantly shaped the iGaming platform landscape, thanks to its dynamic teams, robust online casino offerings, the scale of its activities spanning Europe to North America, and its commitment to excellence. The Soft2Bet story has been one of grit, growth, and game-changing ideas, and its impact on the iGaming space remains undeniable.

Contents of the article:

How It All Started

Year of Foundation

Soft2Bet was founded in 2016 by Uri Poliavich, who established the company with a vision to transform the iGaming sector through next-generation products and unique player experiences. To achieve these goals, Uri surrounded himself with talented executives and leaders. ‘Recruiting the right people and supporting them with the freedom to create their visions and realise their ambitions has been one of the key lessons I have taken since establishing Soft2Bet,’ he adds. It was also a pivotal time for the global gaming industry, as it underwent a shift towards digital transformation. Land-based operators increasingly digitised their activities, and social media networks became ever more ingrained and dominant in consumers’ lives and habits. At a time when iGaming companies were discussing mobile-first designs and dynamic gaming environments, Uri and his senior management focused on those features, driving their teams to develop the best mobile gaming platforms and user experiences in the industry. Whether that meant identifying a gap in the market or simply aiming to provide the most flexible and best-performing B2B casino solutions, Soft2Bet launched with the goal of addressing the needs of both operators and players, and its success since then proves that the strategy has been highly effective.

Background

When Soft2Bet launched in 2016, the group’s vision was to transform the iGaming sector through next-generation products and ground-breaking player experiences. Under Uri Poliavich’s leadership, the company quickly gained traction, leading to the development of its flagship Motivational Engineering Gaming Application (MEGA) gamification platform, which has been redefining how operators attract and retain players while driving sustainable growth. With its expansion into multiple markets and recognition from industry leaders, Soft2Bet remains committed to delivering next-generation solutions that are shaping the future of online gaming and sports betting.

Founding Team and Early Vision

The team Uri assembled brought together visionary leaders and executives with expertise across multiple domains, including tech, data, compliance,design and iGaming operations. Each contributor brought a unique perspective, resulting in a balanced and forward-thinking strategy. Their shared goal was to create a versatile, secure and scalable iGaming platform that could respond to market demands quickly and intelligently. Their common vision emphasised:

  • Customisable platforms that allow operators to shape their gamification strategy by selecting which gamification engines to enable, ensuring an experience tailored to specific player demographics and market demands
  • Enhanced user engagement through gamification: although Soft2Bet’s award-winning MEGA platform had not yet been developed, Uri and his team already had the vision to offer fully customisable gamification features, including avatars, collectables and city-building mechanics, to the group’s B2B partners, creating highly immersive experiences that drive above-average retention rates.
  • Flexible integration: operators can customise their UI front ends and gamification strategy by selecting which engines to enable, ensuring a tailored experience based on specific player demographics and market demands.
  • Extensive gaming portfolio: with more than 12,500 games from hundreds of top-tier providers, Soft2Bet delivers a comprehensive gaming ecosystem, hosting over one million live events each year for an unparalleled player experience.
  • Global reach and accessibility: supporting more than 20 languages and over 70 payment methods, Soft2Bet ensures seamless access to its brands and solutions, catering to a diverse international audience across regulated markets.

First platform and market entry

Soft2Bet’s casino platform launched in early 2017, offering games from renowned providers, secure payment channels, multilingual support and a marketing toolkit tailored to data-driven growth. The launch was well received in Scandinavian markets, where players responded positively to its intuitive UI and localised features. Focused on speed to market to enable quick deployment, the platform used a plug-and-play model that allowed new brands to launch in a matter of months, if not weeks, which was unprecedented at the time.

Early markets

Scandinavia and Eastern European countries were among the first territories in which Soft2Bet launched. These regions offered tech-savvy users and a strong demand for localised content, setting the stage for Soft2Bet’s expansion. The world-class senior management team that Uri assembled was replicated across all departments, as senior executives recruited experienced leaders and supervisors to fill key positions. From product and software development to compliance and commercial alliances with leading game developers and payment providers, and to high levels of local expertise, Soft2Bet quickly built credibility. In addition, the company’s agile development cycle enabled frequent iterations, promptly addressed player feedback, and kept its products at the forefront of online gambling platform innovation.

Key milestones in Soft2Bet’s growth

2016–2018: establishing a foothold

This formative period saw Soft2Bet laying down its operational and technological foundations.

  • Developing a scalable backend system
  • ISO certification, proving Soft2Bet’s commitment to security and compliance
  • First major partnership with Tier-1 casino providers to enhance the portfolio of games

These achievements positioned Soft2Bet as a serious contender in iGaming and placed the group in a strong position to develop and grow the business.

Scandinavian focus

Soft2Bet’s initial geographic focus was on Scandinavia, and although the group has expanded into other European countries and North America, its focus on the Nordic region has remained strong over the past nine years. The group launched sites such as Betinia and Quickcasino, which remain strong brands in Scandinavia to this day, delivering unique, localised gaming experiences across Sweden and Denmark. Betinia’s accomplishments were recognised by industry peers when it was awarded the prestigious ‘Innovation in Casino’ prize at the EGR Marketing and Innovation Awards this year, and it won the ‘In-House Innovation of the Year’ category at the EGR Nordics Awards in 2024.

2019–2021: Product diversification and expansion

As Soft2Bet matured, it broadened its offering and geographic scope:

  • Launched sportsbook services integrated into the existing platform
  • Implemented AI-powered CRM systems to enhance customer retention
  • Developed mobile-first platform interfaces

This approach led to gamification becoming a key focus and differentiator for Soft2Bet. Product teams analysed how they could acquire and retain players through sustainable policies that drive engagement and loyalty.

2022–2025: Global recognition and technological innovation

These years marked a period of technological evolution and leadership for Soft2Bet. As the company strengthened its position, it also focused on developing products that would eventually place it at the forefront of innovation. Soft2Bet’s engineers developed the Motivational Engineering Gaming Application (MEGA), the company’s gamification solution that has been revolutionising iGaming since its launch in 2023.

MEGA impact – driving growth with gamified content

Thanks to highly engaging City and Stadium Builder functionalities and player-centric mechanics such as Bonus Claw rounds, MEGA delivers deeplygamified experiences and additional entertainment value to players, driving higher engagement, greater volumes and sustainable revenue for Soft2Bet and its partners.

Soft2Bet’s global presence and market reach

In 2025, Soft2Bet’s operational footprint encompasses corporate offices worldwide, representing over 30 nationalities of highly talented experts. Soft2Bet holds 19 licences across 11 jurisdictions and is expanding into the United States following a successful launch in Canada.

Soft2Bet’s culture and values as an employer

The company promotes openness, accountability, creativity, and employee empowerment. Staff development, wellbeing initiatives, and responsible gaming practices are central to its values.

Soft2Bet Invest’s contribution to iGaming

Soft2Bet officially unveiled Soft2Bet Invest in July 2024, a €50m iGaming Innovation Fund dedicated to driving innovation in the iGaming and casual gaming sectors. It received recognition for its impact on the industry at SiGMA East Europe 2024.

Focus on compliance and responsible gambling

Soft2Bet prioritises player safety, responsible gaming, real-time analytics, fraud detection, and partnerships with mental health NGOs to ensuresecure, fair, and transparent experiences.

The best is yet to come

As Soft2Bet celebrates its ninth anniversary, it continues to innovate with AI, ML, gamification, and emerging technologies, positioning itself for sustainable global growth. The company expresses gratitude to its clients, partners, and employees, inviting them to join the next exciting phase of its mission. Happy anniversary, Soft2Bet! The best is yet to come.