Soft2Bet CEO Uri Poliavich: Redefining iGaming Through Motivational Engineering and Visionary Leadership

The iGaming industry is often characterized by rapid technological shifts and fierce global competition. Yet, amidst this noisy landscape, certain leaders stand out not merely for their company’s financial growth, but for fundamentally reimagining how the industry operates. At the forefront of this transformative shift is Uri Poliavich, the founder and CEO of Soft2Bet. Under his specific brand of guidance, the company has evolved from a promising startup into a global B2B and B2C powerhouse.

Poliavich’s approach goes beyond traditional business metrics; it stems from a deep understanding of human motivation, applied equally to his workforce and to the millions of players engaging with Soft2Bet products globally. His vision has been instrumental in navigating the complex regulatory landscapes of highly scrutinized markets—such as Italy, Greece, and Romania—securing vital licenses and establishing a footprint based on trust and compliance.

The Genesis of Soft2Bet under Uri Poliavich’s Leadership

When Uri Poliavich founded Soft2Bet in 2016, the online gaming landscape was largely saturated with repetitive offerings. Many operators focused on short-term gains through aggressive acquisition strategies, often neglecting long-term retention. Poliavich recognized a gap in the market for a platform that prioritized the user experience through innovation rather than just volume.

From Humble Beginnings to Global Reach

Starting with a small, dedicated team, Poliavich fostered an environment where conventional wisdom could be challenged. This agility allowed Soft2Bet to quickly adapt to emerging trends. Today, that small team has grown into a robust workforce of over 1,600 professionals spread across multiple global offices. This expansion was not just about headcount; it was about acquiring diverse talent capable of driving Soft2Bet’s transition from a standard operator to a leading provider of turnkey solutions for the entire sector.

The Guiding Philosophy

Poliavich’s core philosophy rests on sustainability. He steered the company away from the “churn and burn” mentality prevalent in some corners of iGaming. Instead, he focused on building a solid technological foundation and a brand reputation that would attract serious partners and loyal players. This long-term view is why Soft2Bet has successfully secured difficult-to-obtain licenses in regulated markets, proving that compliance and innovation can coexist.

Revolutionizing iGaming with Motivational Engineering

Perhaps Uri Poliavich’s most significant contribution to the industry is the conceptualization and implementation of “Motivational Engineering.” He realized that standard casino games and sports betting offerings were becoming commodities. To differentiate, Soft2Bet needed to offer something that kept players engaged long after the initial thrill of a bet wore off.

What is Motivational Engineering?

Motivational Engineering is Soft2Bet’s proprietary approach to gamification. It is far more complex than simple leaderboards or basic loyalty points. It involves wrapping the core betting experience in a layer of metagames designed to trigger intrinsic motivation.

• Collecting and Building: Players might engage in collecting virtual cards, constructing digital cities, or training avatars alongside their regular gameplay.
• Extended Screen Time: These side-activities significantly increase average screen time, as players return not just to bet, but to progress in their metagame.
• Increased Retention: By providing goals outside of just winning money, Motivational Engineering creates deeper emotional connections to the platform, vastly improving player retention rates and average revenue per user (ARPU).

A Culture-First Approach to Management

Uri Poliavich firmly believes that a disruptive product cannot be built by a disengaged workforce. His leadership style is characterized by a “people-first” mentality that is rare in high-pressure tech environments.

He has championed the idea that physical workspace dictates mental headspace. This is evident in Soft2Bet’s recent investments in state-of-the-art office spaces. These aren’t just rows of desks; they are hubs designed for collaboration, creativity, and employee well-being, featuring recreational areas and open-plan designs that break down hierarchies.

Poliavich’s view is that by taking care of his employees and providing them with an inspiring environment, they are better equipped to innovate and take care of the company’s partners and players.

Milestones: Reflecting on Eight Years of Innovation

As Soft2Bet recently celebrated its eighth anniversary, Uri Poliavich took the opportunity to reflect on the journey through a special corporate film. This documentary-style piece highlights not just the business successes, but the human stories and the relentless drive for innovation that defines the company.

The company’s trajectory under his leadership can be tracked through several key milestones:

1. Founding (2016): Establishing the initial vision to disrupt the iGaming status quo.
2. The Pivot to B2B: Successfully transitioning from solely a B2C operator to providing their unique platform to other industry players.
3. Launching Motivational Engineering: Introducing the gamification tools that would become the company’s unique selling proposition.
4. Regulatory Conquests: Obtaining licenses in highly regulated jurisdictions like Italy, Greece, Romania, and Ontario, signaling market maturity.
5. Workforce Expansion: Crossing the 1,600-employee threshold and opening major tech hubs internationally.
6. The 8th Anniversary Film: A cinematic encapsulation of the company’s history and culture, featuring insights directly from Poliavich.

Conclusion

Uri Poliavich has carved a unique path in the iGaming sector. By combining a sharp focus on technological differentiation through Motivational Engineering with a genuinely human-centric leadership style, he has built Soft2Bet into an industry titan. As the company looks toward the next decade, Poliavich’s continued focus on sustainable growth in regulated markets suggests that Soft2Bet will remain a defining force in the evolution of online gaming.