Uri Poliavich founded Soft2Bet in 2016 with a goal to develop better products for the online gaming and sports betting industry. The Malta-based company now employs over 100 people and holds 19 licenses across 11 jurisdictions.
What started as a B2B technology provider has grown into a company that operates on both sides of the business—supplying solutions to other operators while running its own gaming brands. The company recently announced plans to enter the New Jersey market as part of its U.S. expansion.
Soft2Bet works with operators who need turnkey solutions for regulated markets. The company also runs several consumer-facing brands in Europe and Canada. This dual structure gives Soft2Bet direct experience with the challenges operators face, which feeds back into the development of its B2B products.
What Sets Soft2Bet Apart in iGaming?
Several factors differentiate Soft2Bet in the iGaming technology space:
- • Gaming Portfolio – The platform offers access to over 12,500 games from multiple providers and hosts more than 1 million live events each year
- • International Support – The system supports 20+ languages and integrates with 70+ payment methods for different markets
- • Flexible Implementation – Operators can customize which gamification features they want to use based on their audience and regulatory environment
- • Multi-Jurisdiction Licensing – Current licenses include Denmark, Ontario, Romania, and Sweden, with more markets in development
The MEGA Platform and Its Gamification Approach
In 2023, Soft2Bet launched MEGA (Motivational Engineering Gaming Application), its primary gamification solution. The platform differs from basic gamification tools by offering a full package rather than just technical components. MEGA includes avatars, collectibles, and city-building features that operators can configure for their specific needs.
Operators using MEGA can choose which gamification elements to activate. This matters because different markets respond to different engagement strategies. A feature that works well in one jurisdiction might not fit another market’s player preferences or regulatory requirements.
Performance Data from MEGA Implementation
Soft2Bet has published performance data from operators using MEGA. The numbers show changes across several metrics:
- 4X increase in player screen time – Dramatically enhanced engagement keeping players active longer
- 65% increase in Net Gaming Revenue (NGR) – Substantial revenue growth through improved retention
- 50% increase in deposit amounts – Players are more motivated to invest in their gaming experience
- 45% increase in Average Revenue Per User (ARPU) – Higher lifetime value from each player
Full-Service B2B and B2C Operations
Soft2Bet’s approach goes beyond simply providing technology—the company acts as a true partner to operators through fully integrated turnkey solutions.
The B2B offering includes frontend customization, casino and sportsbook integrated solutions, managed services covering customer support and risk management, and seamless payments integration connecting operators with diverse payment providers.
B2C Gaming Brands
On the B2C side, Soft2Bet operates a diverse portfolio of high-performing brands, each designed with distinct themes and localized experiences:
- • Betinia (Denmark, Sweden)
- • Campobet (Denmark, Sweden)
- • Tooniebet (Ontario, Canada)
- • Quickcasino (Sweden)
- • Don.ro (Romania)
Responsible Gaming and Regulatory Compliance
Soft2Bet maintains dedicated teams for responsible gaming, fraud detection, and compliance. The company’s 19 licenses require adherence to different regulatory standards across 11 jurisdictions. Regular audits from gaming authorities check that these standards are met.
Beyond baseline regulatory requirements, Soft2Bet implements additional responsible gaming measures. These vary by market but aim to support player protection initiatives across all licensed territories.
The Soft2Bet Invest Fund
Soft2Bet announced a €50 million fund called Soft2Bet Invest in July 2024. The fund targets companies and entrepreneurs in the iGaming and casual gaming sectors.
In September 2024, SiGMA East Europe gave the fund its “Outstanding Contribution to Gaming 2024” award for technical innovation, mentorship, and investment activity.