You’ve seen it in everyday apps: streaks, milestones, rewards, progress bars. They’re retention systems. iGaming is applying the same logic at scale, and Uri Poliavich’s Soft2Bet is one of the companies building that approach into a platform strategy.
Soft2Bet works on two tracks. It builds turnkey casino and sportsbook platforms for operators (B2B). It also runs its own regulated brands (B2C), which gives the team a live environment to test engagement ideas and product changes. MEGA, Soft2Bet’s gamification solution launched in 2023, sits at the center of that approach.
Up next: quick checklists on what operators need from a turnkey platform, what gamification needs to include in 2025, where MEGA fits, and why licensing and compliance shape many of the biggest product decisions.
Uri Poliavich: Why His Name Keeps Coming Up In iGaming Tech
Uri Poliavich founded Soft2Bet in 2016 with a focus on building technology for regulated iGaming markets.
Soft2Bet is often discussed in the context of retention-driven product design. In iGaming, that matters because acquisition is expensive and players have endless alternatives. Operators need experiences that feel modern, personalized, and consistent across devices.
They also need compliance support. Licensing obligations require player protection tools, fraud monitoring, and reporting systems. That pushes platform providers to treat compliance as part of product design, not a separate box to check later.
That same focus on high-performance culture and long-term thinking shows up in Uri Poliavich leadership story as well.
A Quick Primer: What Soft2Bet Builds
Soft2Bet’s model is built around two tracks that reinforce each other.
B2B: Platform And Operator Solutions
Soft2Bet provides turnkey technology for online casino and sportsbook operators. This typically includes player account management (PAM), integrations, payments support, engagement features, and managed services.
B2C: Operator Brands In Regulated Markets
Soft2Bet also runs consumer-facing brands in regulated jurisdictions. That gives the company a live environment to test engagement features and product changes, then refine what works based on performance data.
Checklist: What Operators Look For In A Turnkey Platform
Operators want a platform that launches quickly, stays stable, and supports regulated-market requirements.
Here’s a practical checklist many operators use when evaluating a turnkey iGaming platform:
- Fast launch capability
- Front-end customization (branding, localization, language support)
- Casino integrated solution (game portfolio + provider integrations)
- Sportsbook integrated solution (live events + modern betting features)
- Player account management (PAM) (accounts, wallet, bonuses, KYC, segmentation)
- Payments integration (multiple providers and market-specific methods)
- Risk and fraud controls (monitoring and detection workflows)
- Responsible gaming features (limits, self-exclusion, safety tools)
- Managed services (support, risk, compliance operations)
Checklist: What Good Gamification Must Include In 2025
Gamification is a structured way to make engagement repeatable. It gives users goals, progression, and feedback loops that encourage return visits.
A practical gamification checklist looks like this:
- Progression systems (missions, levels, achievements)
- Personalization (player segments and tailored challenges)
- Smart incentives (behavior-based triggers)
- Mobile-first user experience
- Market-level customization
- Analytics feedback loops
- Responsible engagement guardrails (aligned with player protection tools)
MEGA’s Approach: Where It Fits In The Stack
Soft2Bet launched MEGA (Motivational Engineering Gaming Application) in 2023 and positions it as a gamification solution designed to sit on top of an operator’s casino or sportsbook experience.
In practical terms, MEGA works as an engagement layer. Instead of relying on the same promotions for everyone, it adds configurable mechanics such as:
- Missions and challenges
- Progression loops and achievement paths
- Collectibles and avatar-style systems
- Building-style features that support longer-term goals
- Rule-based reward triggers tied to player segments
How Operators Typically Use MEGA
MEGA is designed for flexibility. Operators usually want the ability to run different engagement features by market, adjust missions and rewards without rebuilding the platform, and keep engagement tools aligned with responsible gaming controls.
It’s a straightforward idea: engagement becomes a product layer that can be managed and tuned, rather than a set of one-off campaigns.
Why Licensing And Compliance Drive Platform Decisions
Regulated iGaming resembles fintech in one key way. Compliance is built into the product.
Licensing requirements shape what platforms must support, including:
- Identity verification and KYC workflows
- Payment monitoring and risk profiling
- Fraud detection and AML controls
- Responsible gaming obligations
- Reporting rules and audits
In practice, that means audit trails, well-timed KYC checks, accessible self-exclusion tools, deposit limits, and consistent monitoring workflows.
Compliance cannot be added at the end. In regulated markets, it influences the roadmap and the day-to-day player experience.
How Soft2Bet Is Building An Ecosystem Beyond The Core Platform
In June 2024, Soft2Bet announced Soft2Bet Invest, a €50 million iGaming innovation initiative aimed at supporting innovation across iGaming and casual gaming through investment and business backing.
For platform companies, initiatives like this often serve as a way to stay close to what’s next, especially in areas like personalization, analytics, payments, responsible gaming tools, and engagement design.
The Bottom Line
Uri Poliavich is closely linked to Soft2Bet because the company focuses on three things that matter in regulated iGaming: retention-focused user experience, turnkey platform delivery, and compliance-ready operations.
For readers outside iGaming, the takeaway is simple. Engagement systems and compliance tools shape how regulated platforms grow and stay operational.
