Soft2Bet: Building iGaming Technology for Regulated Markets

Soft2Bet, the iGaming technology provider founded in 2016 by Uri Poliavich, shows clearly how the iGaming sector changed between 2022 and 2026. Over those four years the global online gambling market grew from around $78 billion to roughly $117 billion. The bigger shift was in the technology underneath. The iGaming platform market reached $130.5 billion in 2026 and is expanding at close to 18 per cent a year, heading towards $249 billion by 2030. The value has settled in the technology: stable, compliant platforms that carry global traffic at scale. Soft2Bet has spent ten years building exactly that, bringing gamification, responsible gaming and a compliance-first approach together for regulated markets.

MEGA, the Motivational Engineering Gaming Application, is the innovation at the centre of this. It layers missions, quests and leaderboards over a casino platform or sportsbook, lifting operators’ GGR by more than 60 per cent and ARPU by around 70 per cent. That is what makes Soft2Bet an iGaming innovator, not just another supplier.

Corporate Governance and Modern Compliance

As the international iGaming market has become more established, its regulation has turned stricter and more country-specific. In 2025, bets with unregulated online gambling reached around $5.9 trillion. Unlicensed operators took about 78 per cent of global online gaming revenue, leaving 22 per cent for licensed ones. In the European Union alone, the illegal market reached €91.6 billion, and member states lost an estimated €22.9 billion in tax. That gap between the licensed and unlicensed sides is exactly where a technology provider’s choices start to matter.

The first of those choices is about what to avoid. Responsible B2B providers apply clear standards to both product development and commercial relationships. This includes avoiding unlicensed operators, jurisdictions with limited regulatory oversight, and marketing practices that do not align with responsible business principles. Companies like Soft2Bet manage those risks through internal control, verifying payment routing, running KYC and anti-money-laundering checks, and turning away any partner a national regulator has blocked.

That discipline pays off where regulation is strong. Denmark is the clearest proof, keeping more than 90 per cent of its online play inside the licensed market, a channelisation rate built on clear rules and active oversight. For Soft2Bet, controls of this kind are not an added layer; they are the governance that lets banks, payment providers and platform partners agree to work with it. In regulated markets, strong compliance is closer to a right to operate than a cost, and it is why a licensed provider stays in business while unlicensed operators lose their banking, fall foul of regulators or exit the market.

A Licence-First Model Across Regulated Markets

Under Uri Poliavich, Soft2Bet has expanded on a simple principle: go into regulated markets, and go in properly. Instead of pursuing rapid expansion, the company has followed a gradual approach, entering one regulated market at a time and building its presence through compliance with local requirements. This strategy has supported the company’s growth across markets such as Sweden, Denmark, and Romania, while strengthening its international footprint and creating a stable foundation for long-term development. In North America the same method took it into Ontario. By early 2026 this had built into 23 licences across 12 jurisdictions.

Holding that many licences at once is only workable because the technology is built for it. Every new market brings fresh certification, local payment methods, language support and its own rule set, and Soft2Bet’s gaming platform is built to take all of that on without a rebuild.

Built that way, the platform lets new launches come quickly. The same method shaped the start of 2026, when Soft2Bet introduced five new brands:

• Sweden: Lodur, a Viking-themed brand running on its MEGA gamification engine.
• Denmark: Betinia and Betoro, deepening its position in one of Europe’s most tightly regulated markets.
• Romania: Zinx, a combined sportsbook and casino platform.

What connects them is the regulatory setting: each launch sat inside a strict, closely supervised market. Strong results in demanding jurisdictions are the clearest proof that a licence-first model works.

Building Visibility on One Proprietary System

Soft2Bet uses sponsorship to widen its reach in markets where it already holds a licence. A deal with a national league or a leading club widens reach among new users, and it also serves as public confirmation that Soft2Bet has cleared the institutional checks that leagues, regulators and their banking partners apply. In the first quarter of 2026 the company backed the top Danish football divisions with its Betinia and CampoBet brands, renewed its deal with CFR Cluj in Romania, and built visibility in Canada with the Oshawa FireWolves and Rock League Curling. Agreements like these are difficult to sign without a clean regulatory record, which is exactly what makes them worth having.

Sport shapes the product calendar as well as the sponsorship one. The 2026 World Cup, co-hosted by the United States, Canada and Mexico, was the event the year was built around. Soft2Bet developed a gamification mechanic for it, MEGA Shoot, a player-versus-player format that went live across every brand on the network at the same time.

That simultaneous release is possible because everything runs on one proprietary system. Because the platform was designed to be reconfigured, that one system carries a casino platform, a sportsbook and a gamification layer under very different rule sets, so a single network can serve many licensed markets, each adapted to local rules on the same base. For a licensed provider, the strictest regulated jurisdictions are not a problem to work around; they are the ground the model was made to stand on.

From Startup to Regulated Provider, 2016 to 2026

Soft2Bet was launched in 2016 around a single piece of proprietary software: a modular framework that ran its first brand and, later, its partner’ products on the same base. The early work was engineering, not marketing, and it set the pattern for everything after – own the technology first, then scale on top of it.

Uri Poliavich, who founded the company, was born in Ukraine in 1981 and moved to Israel at the age of fourteen, where he completed his education. He later began his career in the iGaming industry, gaining operational experience while developing his own technology platform. Operating first and building alongside it shaped the model Soft2Bet still runs on.   

Soft2Bet has expanded its presence across regulated markets while continuing to strengthen its technology offering. Today, the company operates a single proprietary iGaming platform designed to support expansion into new regulated markets through certification and localization rather than rebuilding the platform from scratch.Technological Frameworks: AI-Driven Protection and Responsible Gaming

For years, iGaming technology was built for one purpose, maximising engagement, with player protection added afterwards to keep a regulator satisfied. Soft2Bet’s software architecture works the other way, with protection designed in from the start. The real-time behavioural engine that personalises a player’s missions and rewards also reads their activity for the first signs of harm, so a single system drives both engagement and protection. Responsible gaming is built into the gaming platform, not attached as a separate module, and it follows each player’s behaviour as the session goes on.

Every account begins with the same checks. Before a player can deposit or claim an offer, the gaming platform runs a set of checks: age and identity verification, KYC and AML screening, payment and affordability review. The result shapes what that account can do across the platform. Self-exclusion works through national registers, so a player who steps away is closed off from both access and direct marketing. None of this is eye-catching, but it is the responsible gaming and player protection work that licensed markets pay Soft2Bet to get right.

Monitoring continues once play begins, running on the same data that drives gamification. Soft2Bet works from a risk-based model of automatic triggers, checked and tuned by its teams as play goes on, with the response matched to the risk: a light touch where risk is low, firmer measures where it is high. Machine learning follows how a player plays, and human judgement sits over it to catch what automation would miss and to keep ordinary players from being flagged in error. No single event decides a case. What matters is a move away from a player’s own pattern, read across its shape, its timing and how long it lasts.

Sustainable Growth in iGaming: The Numbers

Soft2Bet’s financial record shows consistent year-on-year growth. In 2023 the company recorded audited growth of 46 per cent in gross revenue and a 207 per cent lift in EBITDA over the prior year, with sports betting revenue up 300 per cent, gains it credited to MEGA, its Motivational Engineering Gaming Application, and to new licences across Sweden, and Romania. In 2024, under Uri Poliavich, Soft2Bet doubled EBITDA again and took on licences in Ontario, Mexico and further markets. The 2025 figures followed the same pattern on a larger scale: revenue up 85 per cent and EBITDA up 103 per cent year on year, sportsbook gross gaming revenue up 173 per cent, casino up 190 per cent and live casino up 307 per cent. 

What matters is where the growth comes from. Most of it is recurring platform and licensing revenue, earned as operators across iGaming take MEGA into the Soft2Bet gaming platform through its business-to-business model. This is income that holds steady over time, not money that comes and goes with a marketing budget. Each year has built on the one before. As more operators licensed the gaming platform and its MEGA engine kept players engaged, the recurring revenue from those partnerships grew, until by 2025 it carried the headline figures on its own. Under Uri Poliavich, the company has reported these results annually, with EBITDA and long-term development at the centre of the account.

Industry Recognition, 2021 to 2026

Awards are one of the few signals in iGaming that come from outside the company, and Soft2Bet has collected them across technology, product and workplace since 2021. The record opens with operational recognition – White Label Supplier of the Year at the SBC Awards in 2021, then Platform of the Year at the SiGMA Europe Awards in 2022 – and continues into the first half of 2026 without a long gap.

The awards track the technical work directly. Uri Poliavich took a personal Leader of the Year award at the 2024 SBC Awards, the same night Soft2Bet won Innovation in Mobile and Innovation in Casino Entertainment, and the company followed with an Acquisition and Retention Partner award at SBC Awards Europe 2025.

The run has continued into 2026 at the same rate: a double win at the EGR B2B Awards for Innovation in Mobile and Innovation in Casino Software, and Industry Innovation of the Year for North America at the SBC Awards Americas. For an iGaming technology provider, these are independent markers of technical strength that operators and regulators can verify, all listed on the company’s own awards directory.

The Future of Technology and Business Development

The rest of 2026 continues the approach that has got Soft2Bet to this point. As global regulatory standards keep changing, the advantage sits with the B2B networks already built around them, providers whose scalability and forward planning let them treat a new rule as a design requirement, not an emergency. Soft2Bet’s cloud-native casino platform is built for that, shipping product innovations, new gamification engines and fresh certifications across every brand without a heavy rebuild, so each update reaches the whole network at once. Soft2Bet’s own guidance points the same way. The company holds positive expectations for revenue and EBITDA in the second quarter of 2026, with cost optimisation planned alongside them.

Over a longer horizon, innovation and responsibility advance together. As authorities tighten the rules on player protection, anti-money-laundering and transparency, the operators that build to those standards will do better than those that resist them, and a provider trusted in the strictest regulated markets is better placed for the long run than one working outside them.

If Uri Poliavich is right that consistency wins the decade, the future of Soft2Bet will rest less on any single launch than on doing the routine things well: licensing properly, monitoring risk, respecting exclusions and shipping software other operators want to use. For a network of its scale, that is what sustainable growth in iGaming looks like, and it points to where online gaming is going: platforms where compliance, gamification and responsible gaming are engineered into one product.