Soft2Bet Founder Uri Poliavich told stakeholders that the recent changes to the company’s senior leadership team will provide a significant boost to its B2B division in 2026.

Recent changes at Soft2Bet include the introduction of Andrew Cochrane to the c-suite as Chief Commercial Officer. Meanwhile Samuele Traversin is EVP of Business Strategy, Chris Anwyl is VP of Commercial and Harrison Barrett is VP of Business Development. 

Speaking to industry press, partners and employees at Soft2Bet’s 2025 Annual Report Town Hall, Poliavich said that it was all part of continuing to promote Soft2Bet as a B2B brand.

“They’re here to bring excellence in operations,” he noted. “Andrew, Sam and their teams will bring more B2B clients. We expect the B2B part of the business to grow even more.”

Poliavich said that at the 2026 Town Hall he expects to talk about new partners, new clients and new innovations on the B2B level. 

Asked about the innovations Soft2Bet bring to the table, he spoke about the company’s MEGA gamification engine: 

He said: “We expect more technology to come and innovations to come from MEGA and we are following the trends and observing developments in the technology market and with AI to see how it’s been used in different gaming mechanics. 

“We are signing new contracts with casual game providers when it comes to sports games because there’s a good synergy between this and our sportsbook business. Those will be the main pillars that will support our growth in 2026 of our new brands. In both B2C and B2B, that’s how we are standing out from other brands on the market.”

Soft2Bet records exponential growth in 2025

Poliavich’s comments came as he addressed reporters and other stakeholders on Soft2Bet’s annual report for 2025. 

Within the address, Poliavich revealed that revenue had surged by 85% compared to 2024, and that its EBITDA had more than doubled (+103%), owing to operational efficiencies made throughout 2025. 

On the sportsbook side of the business, Soft2Bet’s GGR grew by 173% off the back of 150% uptick in turnover. Meanwhile, on the casino side, games GGR increased by 190% and live casino GGR increased by 307%. 

A global game

Soft2Bet had a very busy year in 2025, releasing 10 new brands in several global markets. 

In Romania the company rolled out Don.Ro, Swiper and Topbet, while ELABET went live in Greece, ToonieBet and Swiper went live in Ontario and CampoBet went live in Mexico. All these jurisdictions enjoyed significant and in some cases triple digit growth in active players and GGR. 

On growth in the Nordic region, Poliavich said: “It’s one of the hardest markets in the industry. All of you know that it’s very saturated.  We’ve seen growth in actives and in GGR.

Diego Simeone reflects Soft2Bet’s winning ambition

Another key milestone for Soft2Bet was unveiling Atletico Madrid CF manager Diego Simeone as a brand ambassador for Betinia and CampoBet.

Coinciding with the rollout of MEGA11 – Soft2Bet’s football manager-themed gamification engine – the ambassadorial role also builds up to the FIFA World Cup. 

Poliavich said that Simeone’s character fits in seamlessly with Soft2Bet’s culture.

“We like his passion. I think that he represents the values that we are trying to bring with Betinia and the values that we have at Soft2Bet. He is always over achieving. He’s always focused on the target, and he’s playing on the playground with very big opponents. Despite that, he’s not afraid and he’s taking over his market share and finds his way to the top leagues.”