In an industry focused on speed and entertainment economics, very few brands stand out as deeply as Soft2Bet. Nearly a decade after launch, Soft2Bet has become a global force in online gaming technology, gamified player engagement, and next-generation casino operations.
Readers can explore the company directly here: Soft2Bet – A Global Leader in iGaming and Innovative Solutions.
Founded in 2016 by entrepreneur Uri Poliavich, Soft2Bet entered iGaming at a time when the sector was comfortable — almost static. Casinos were digital, but still familiar: the common spin-to-win mechanics, experiences built more for transactions than enjoyment. Soft2Bet saw an untapped market.
And instead of simply creating another place to play, the company built something far more unique — a new way to think about play.
The Big Idea: Gamification as Feeling, Not Feature
Most iGaming operators use bonuses as incentives, which are handed out and quickly forgotten by the user. Soft2Bet created the opposite incentive: an experience players return to not for the end reward but instead for the journey between touchpoints.
Central to that direction is the company’s flagship platform: MEGA — the Motivational Engineering Gaming Application. Launched in 2023, it is now considered one of the most influential technologies in the space. MEGA have evolved static play into something narrative-driven and seemingly alive. Actions have meaning. Gamers have progress tracking. Missions unlock, avatars develop, virtual cities get created.
What MEGA has been able to prove so far:
- Player screen time has risen a whopping 400%
- Revenue has boosted more than 60%
- Deposits increased by half
- Average user value went up by about the same
Those are verified platform-wide impact metrics. MEGA hasn’t just changed user behavior–it changed operator expectations.
| Performance Metric | Real-world Increase |
|---|
Inside Soft2Bet, the philosophy is simple: Engagement isn’t created by giving players something.
It is built when players feel something.
A Company Designed To Build And To Play
Part of what makes Soft2Bet unusual is its dual identity. It is a B2C operator, running its own successful gaming brands, and also a B2B provider, powering other casinos worldwide.
The company develops technology with a field-tested eye. It understands what players respond to, why they exit, where retention patterns crumble, and how to fix them. That feedback loop is something most competitors don’t seem to see.
Soft2Bet currently operates under 19 licenses across 11 jurisdictions, including regulation-heavy markets like Denmark, Sweden, Ontario, and Romania. Expansion into new territories is ongoing, and all eyes are now on the company’s move toward the United States market. New Jersey is positioned as the U.S. entry point.
If Soft2Bet performs in the U.S. the way it has across Europe, North America will not be a market, it will be a conquest.
Brand Spotlight
Soft2Bet runs several successful consumer-facing casinos and sportsbooks.
| Brand | Region | Why it stands out |
|---|---|---|
| Betinia | Denmark, Sweden | High-energy sports-casino hybrid with mission-based engagement |
| Campobet | Denmark, Sweden | A sportsbook player’s platform with localized odds and culture-fit design |
| Tooniebet | Ontario, Canada | Canadian-friendly, easy-entry, made for variety play |
| Quickcasino | Sweden | Designed for simplicity, speed and instant-action sessions |
| Don.ro | Romania | Local language, local tone, local reward culture |
From Startup To Sector Shaper
When Uri Poliavich founded Soft2Bet, naysayers thought growth would be incremental. Instead, it was exponential. Expansion across regulated Europe came fast.
Soft2Bet is now a triple winner at the 2025 Global Gaming Awards EMEA, honored for:
- Executive of the Year (Uri Poliavich)
- Platform Provider of the Year
- Product Launch of the Year (MEGA)
Additional honors include an iGaming Sword Award, multiple SiGMA recognitions, and a growing reputation as the company to watch if you want to know where the market is going, not where it is.
An Industry Leader That Builds Industry Leaders
In 2024, Soft2Bet unveiled Soft2Bet Invest, an innovation fund supporting the next generation of iGaming creators. When the industry improves, Soft2Bet improves with it.
Only a handful of gaming companies in history have chosen to invest outward while scaling upward.
Committed To Responsible Play
Across its markets, Soft2Bet holds a firm commitment to player protection and responsible gaming, not because regulation demands it, but because sustainability does.
The company maintains dedicated teams for:
- fraud and behavioral monitoring
- AML compliance
- age and identity verification
- session control tools
- self-exclusion support
- proactive intervention protocols
The Future
Expect:
- AI-enhanced MEGA personalization
- North American expansion
- More localized brands
- More startups funded through Soft2Bet
- A shift from gameplay into playable experience worlds
