In today’s rapidly evolving iGaming landscape, strategic communications have become a cornerstone for companies aiming to build credibility, manage risks, and nurture long-term relationships with stakeholders. Soft2Bet, a global iGaming technology company founded in 2016 by Ukrainian-born entrepreneur Uri Poliavich, demonstrates how transparent, innovative, and localized messaging supports business growth and operational excellence across multiple regulated markets.
Operating under 19 licenses in over 11 jurisdictions, Soft2Bet has strategically expanded its footprint to new regions, including “preparing infrastructure for potential expansion into additional regulated markets. This geographic diversity demands agile, culturally aware communication strategies tailored to varied regulatory environments and audience expectations.
What Does Soft2Bet Do?
Soft2Bet is a well-established name in iGaming technology, focused on advanced comprehensive solutions for providers. For online gaming and sports betting operators worldwide, the team offers numerous interesting services and releases new products.
Today, Soft2Bet successfully operates both as a B2B provider and B2C operator. The company’s experience and success have been repeatedly confirmed in regulated markets, which is why Soft2Bet continues to set new quality standards in the modern iGaming industry.
The Emergence of a New Market Player – Soft2Bet Launch
Before creating his own company, Uri paid special attention to the development of gaming platforms and products he was fortunate to participate in. This allowed him to gain necessary knowledge about gaming services operations in Europe. As a result, he understood scalable infrastructure concepts and how to quickly adapt specific products to modern gamer requirements.
Using this experience and knowledge, in 2016, the decision was made to create Soft2Bet. Initially, it was a small but already sufficiently functional platform, developed considering:
- Scalability capabilities
- Process automation
- Compliance with all regulatory requirements
Gradually, this project evolved into a full-scale operation based on vision of how a comprehensive platform should look.
Rapid Scaling and Brand Expansion
Since its foundation, the company has been growing and developing, facing high demand from European partners. The Soft2Bet office functions as a central hub for executing a wide range of functions:
- Regulatory
- Legal
- Compliance
- Commercial
In his work and company management, Uri adheres to principles of transparency and accessibility.
Innovation and MEGA Launch (Motivational Gaming Application)
The Motivational Engineering Gaming Application (MEGA) is an important Soft2Bet product created based on Uri’s innovative solutions and professional practice. This is a true gamification engine that helps increase overall engagement and gamer satisfaction indicators.
The MEGA platform began operating in 2023, helping transform gaming experience through personalized in–game rewards and dynamic strategies.
Besides flexible rewards, MEGA also prepared intelligent bonus triggers for players. Additionally, extended segmentation of modern users occurred, positively affecting high overall engagement indicators. All this led to stable profit growth and increased practically lifetime player value. Initially, MEGA was created for seamless integration regardless of the specific operator working in casinos or bookmaking.
Soft2Bet Invest – Fund with 50 Million Euro Capital
In 2024, the Soft2Bet team jointly launched the iGaming Innovation Fund with 50 million euro capital – Soft2Bet Invest. The fund’s creation goal was active financing and business support for various companies and entrepreneurs wanting to demonstrate their own plans and ideas to the world, taking activities to a new level.
Special attention goes to projects using advanced technologies like artificial intelligence (AI) and other innovations in gaming user experience.
In September 2024 its activities were noted at the SiGMA East Europe exhibition, evidenced by receiving the “Outstanding Contribution to Gaming Industry 2024” award. Such awards go to projects, funds, and companies that managed to make special contributions to gaming industry development using significant investments, technologies, and professional mentorship.
The Soft2Bet Invest fund is clear proof that under Uri’s leadership, the company continues to pursue its direction – gaming industry development. The entrepreneur and investor in one person is ready to continue providing opportunities to the new generation of iGaming and casual game innovators.
Soft2Bet Portfolio or Effective B2C iGaming Brands
Under Soft2Bet management is a diverse portfolio with brands considered highly effective in iGaming. Each brand was created with a single goal – providing unique, localized gaming experience in various regulated markets.
This portfolio includes the following well–known brands:
- Betinia (Denmark, Sweden)
- Campobet (Denmark, Sweden)
- Tooniebet (Ontario, Canada)
- Quickcasino (Sweden)
- Don.ro (Romania)
When creating each new brand, Soft2Bet considers individual themes, future localized language support possibilities, and wide game selection for users. For this reason, players from different countries can count on engaging and exciting gameplay.
Soft2Bet maintains undisputed leadership in innovative gaming technologies through constant expansion and development work. Focusing on specific market segments worldwide allows offering maximally beneficial, best solutions and entertainment each time. All this contributes to stable growth for each company brand.
Dual Growth Strategies – B2B and B2C
Soft2Bet pursues dual growth strategies in its operations. The brand’s active development was oriented towards potential consumers with subsequent B2B platform licensing. Today, the company develops its own brands, manages them, and provides partners with ready-made modular technologies.
The chosen structure guarantees not only stability but also flexibility in operations. Data analytics and innovations are results of B2C operations usage, while stable income and scalability result from B2B partnerships. This is a unique balance, a successful dual growth strategy that makes it much easier for Soft2Bet to adapt to various changes in consumer market trends.
Commitment to Responsible Gaming and Player Protection
Soft2Bet’s policy foundation is high–degree protection, player safety, and responsible gaming guarantees. This is exactly why increasing numbers of partners and gamers choose company products, remaining confident in their quality. The Soft2Bet team’s mission is providing players with the best gaming experience while ensuring transparent conditions and fair environment for demonstrating their own experience.
To maintain set high standards, Soft2Bet employs qualified specialists whose tasks include:
- Player monitoring and timely identification of any fraud attempts
- Regulatory compliance monitoring
The last point is especially important as complete compliance with all regulatory requirements occurs in all 11 jurisdictions where the professional team works.
Additionally, the company emphasizes global reach and wide accessibility. Soft2Bet can already offer unique support for gamers in over 20 languages and more than 70 payment methods for players to choose from. Together with high protection levels, this is one of the company’s main advantages. For clients and potential partners, the team offers uninterrupted access to their own products and services. Soft2Bet’s focus on international audiences in regulated markets requires constant application of innovative solutions and approaches.
Awards and Global Recognition
Soft2Bet’s technologies, innovative solutions, and strong position in the iGaming industry segment have been recognised with special awards. These awards are called prestigious because they were received from industry leaders – EGR, SBC, SiGMA, and others.
The company became a three-time winner of the Global Gaming Awards EMEA 2025, receiving the following recognitions:
- “Platform Provider of the Year” – recognising Soft2Bet’s advanced solutions in gaming
- “Executive of the Year” – Uri Poliavich received the award for professionalism and leadership with future prospects in mind
- “Product Launch of the Year” – award for the innovative MEGA gamification platform
Other important industry awards for the Soft2Bet brand include:
- “2025 Global Gaming Awards EMEA” (for MEGA) – award for best product of the year
- “2025 Global Gaming Awards EMEA” – award for best platform provider of the year
The Soft2Bet team continues its work in the iGaming industry, which will help strengthen leadership positions in the pursuit of innovation and excellence.
The impact of strategic communications in iGaming: advantages of partnering with Soft2Bet
Soft2Bet company is actively developing, while constantly studying the features of the iGaming industry. This allows it to always stay one step ahead, following strategic communications:
- Building and Maintaining Trust through Transparency
Trust is the foundation of all financial and gaming relationships. Soft2Bet prioritizes transparent communication around corporate governance, compliance, and financial performance. Regular reporting, and adherence to strict regulatory standards ensure accountability. The company’s rigorous compliance framework underpins its reputation as a responsible operator, crucial in maintaining player confidence and industry partnerships.
- Crisis Management in a Dynamic Market
Soft2Bet’s proactive crisis communication plans focus on delivering timely, honest, and coordinated messaging. In instances such as security breaches, the company promptly informs customers and stakeholders, outlining clear remediation actions.
- Investor Relations and Strategic Growth
Under Uri Poliavich’s visionary leadership, Soft2Bet maintains strong investor relations through transparent disclosures of financial health, strategic initiatives, and market outlooks. Regular investor communications, including reports, presentations, and interactive digital events, foster deeper engagement and confidence among stakeholders.
- Marketing, Public Relations, and Brand Differentiation
In a competitive market, Soft2Bet differentiates its portfolio of B2C brands – including Betinia, Campobet, Tooniebet, Quickcasino, and Don.ro – through compelling storytelling and innovative gamification via the MEGA platform. These initiatives foster emotional connections with players, supported by multi-channel content strategies leveraging social media, blogs, and video, which strengthen brand visibility and customer loyalty.
- Digital Transformation and Technological Innovation
Soft2Bet leads digital innovation with its award-winning Motivational Engineering Gaming Application (MEGA), launched in 2023. This platform revolutionizes gamification by enhancing player engagement, retention, and lifetime value through personalized rewards and intelligent bonus triggers. AI-driven sentiment analysis and real-time feedback mechanisms enable Soft2Bet to tailor communication dynamically to diverse audiences worldwide.
- Regulatory Compliance and Ethical Standards
Operating across jurisdictions with stringent regulations, Soft2Bet integrates legal and compliance teams into every stage of communication planning to ensure accuracy and lawful disclosures. The company emphasizes ethical communications – honesty, clarity, and avoiding misleading claims – fostering trust and minimizing regulatory risks.
- Measuring Communication Effectiveness
Soft2Bet employs data-driven approaches to monitor media coverage, investor engagement, and employee feedback. Continuous analysis enables refinement of communication strategies, ensuring adaptability to evolving market conditions and stakeholder needs.
- Corporate Social Responsibility and Sustainability
Committed to responsible gaming and positive societal impact, Soft2Bet actively promotes CSR initiatives, including community programs and sustainable practices. These efforts bolster the company’s reputation and align it with global values of ethical business conduct and environmental stewardship.
- Globalization and Localization
With a multicultural workforce Soft2Bet tailors its messaging to respect regional cultures and languages. Multilingual content and culturally sensitive communication foster effective engagement across diverse markets while maintaining a coherent global brand identity.
- Employee Training and Development
Recognizing communication skills as vital, Soft2Bet invests in employee workshops, e-learning, and coaching programs. Enhanced proficiency in articulating complex information reduces misunderstandings and strengthens relationships with clients, partners, and regulators.
- Looking Ahead
As Soft2Bet expands into new markets and leverages emerging technologies, strategic communications will remain essential in building trust, ensuring compliance, and securing sustainable success.
Strategic communications are fundamental to success in the iGaming industry. Soft2Bet’s integrated approach – combining transparency, crisis readiness, investor engagement, digital innovation, and ethical responsibility – exemplifies how companies can thrive in complex, regulated markets while fostering sustainable growth and lasting stakeholder trust.
What Are the Near-Term Plans?
Achieving new victories and heights, Uri always asks himself – “what’s next?” After all, every business for an entrepreneur is a continuous process consisting of integrations, evaluations, and updates.
The prospects include continuing to expand Soft2Bet’s product line while investing in new regulated markets worldwide. Plans include not stopping company development in its geographical and technological expansion.
Uri doesn’t abandon his focus on applying localised approaches in work. This helps quickly adapt and adjust platform functions and models to specific jurisdiction standards.
Under Uri’s successful leadership, Soft2Bet quickly became popular worldwide, as evidenced by the launch and mass release of the flagship MEGA gamification platform. This platform allowed for complete reconsideration of operators’ approaches to attracting player attention and their subsequent retention. All this positively impacts stable operator revenue increases.