Not every iGaming success story ends with a closed loop. Some, like Soft2Bet’s, open doors instead. As the company matured into a powerhouse across regulated markets, it made an unconventional move: instead of hoarding its wins, it decided to share the ladder. With the launch of Soft2Bet Invest, the company isn’t just betting on itself anymore. It’s betting on what comes next — the builders, the dreamers, the disruptors waiting for a chance. And it’s giving them more than just encouragement. It’s giving them infrastructure.

What Is Soft2Bet?

Soft2Bet has carved out a solid reputation in the iGaming space, thanks to its broad lineup of consumer brands, slick tech platforms, and a compliance mindset that never forgets the fun. But there’s more going on behind the curtain. It’s not just another white-label machine or affiliate favorite — it’s a smart operator with a sharp eye on growth and a strategy built for the long haul. Much of Soft2Bet success is attributed to that forward-thinking strategy — one that prioritizes infrastructure, innovation, and long-term value over quick wins.

• Operates in over 20 regulated markets.
• Runs 15+ proprietary brands with localized offerings.
• Supports hundreds of employees and thousands of partners globally.
• Built its tech stack in-house — and is now opening access to others.

The Vision Behind Soft2Bet Invest

Soft2Bet didn’t launch its innovation fund to follow a trend — it launched it to set one. The idea was simple, but powerful: use the company’s success to create a real launchpad for early-stage innovators. Not just with funding, but with the same infrastructure, guidance, and market access that helped Soft2Bet grow in the first place.

Rather than wait for disruptors to break through the noise on their own, Soft2Bet is lowering the volume and handing them the mic. Uri Poliavich, the company’s CEO, has said that the future of iGaming depends on shared progress. This fund turns that philosophy into a working model — and then scales it.

How Soft2Bet Picks the Right Partners

The innovation fund isn’t a blank check for every pitch deck with buzzwords. Soft2Bet looks for ideas that solve real industry problems, teams with domain insight (or the hunger to gain it fast), and tech that shows promise beyond a shiny interface. In other words, they’re not backing hype — they’re backing builders.

There’s also a cultural litmus test: do the founders want to grow with integrity? Will their product contribute positively to the ecosystem, not just take from it? These are the startups that make it through. And once they’re in, Soft2Bet doesn’t just fund — it embeds.

The Results So Far

After only a short time, the impact is already visible. From internal innovation pilots to external partnerships, the fund has sparked energy far beyond its balance sheet.

Infrastructure-Ready Innovation

Startups in the program aren’t starting from zero. They get to work with the tools, APIs, and tech Soft2Bet itself uses. That means less reinventing the wheel — and more making it spin faster. The backend stack is scalable, stable, and already tested in high-volume environments. This gives young companies the confidence to move quickly without the usual infrastructure hiccups. 

Pilot Programs That Matter

One startup rolled out a new onboarding flow via a Soft2Bet brand within six weeks of joining the program. Another tested fraud-detection layers under real-world pressure. The difference? Real users. Real feedback. Real results. And that’s the point — theory doesn’t build traction, deployment does. 

Teams That Stick the Landing

More than just MVPs, some of these companies have landed long-term commercial deals with Soft2Bet — proving that the fund isn’t just an accelerator.Soft2Bet isn’t just part of the ecosystem — it helps fuel it. These partnerships? They’re not just for show. When a startup fits the bill and vibes with Soft2Bet’s culture, things get serious. 

What Support Actually Looks Like

This isn’t lip service. Startups don’t just get access — they get guidance. Dedicated advisors. Design reviews. Compliance walkthroughs. Weekly syncs. Distribution pilots. Hands-on help with everything from roadmapping to rollout. And yes, the fund writes actual checks. But the real value often comes in Slack threads, Zoom calls, and co-building sessions that help founders make better decisions — faster. 
Legacy platforms are optimized for predictability, not agility. And that’s fine — until the industry needs to evolve. That’s where new blood comes in. Startups bring urgency. They bring creativity. They bring a refusal to accept “this is how it’s always been done.” And they force everyone — including incumbents — to improve. The more the industry welcomes new perspectives, the stronger it grows.