Business expansion: Soft2Bet establishes new headquarters in Malta
Soft2Bet, a rising star in the iGaming industry, has taken a significant step forward with the opening of its new office in Malta. The company, which began as a small operation in Sliema with less than five employees, has grown exponentially over the years to become one of Malta's most prominent gaming companies.
The formal event was marked by motivational speeches from Soft2Bet's Founder and CEO, Uri Poliavich. Key leaders in attendance included General Counsel David Yatom Hay, COO Gilad Naim, CMO Oksana Tsyhankova, CFO Max Portelli, CPO Yoel Zuckerberg, and CBDO Martin Collins. The office opening was also attended by Malta's Minister for Economy, Enterprise, and Strategic Projects, Silvio Schembri, and CEO of Gaming Malta, Ivan Filletti.
The new office, located in one of Malta's cutting-edge business complexes, Quad Central, spans two levels and accommodates over 130 employees. The spacious and stylish workspace features a network area, a lounge with balconies offering panoramic views, private meeting rooms, and modern working amenities.
The Malta office serves as a strategic hub for Soft2Bet's global operations, providing regulatory and operational support for their expanding portfolio. This move aligns with Malta's reputation as an iGaming hub, known for its favourable regulatory and commercial environment.
Soft2Bet's growth is evident in its expanding portfolio of gaming brands and entry into new regional markets. In 2025, the company made its debut in Canada with their Tooniebet brand. The Malta office will help manage licensing, regulation compliance, and partnerships needed to sustain and grow their presence in the competitive iGaming sector.
The Malta office also facilitates Soft2Bet's entry into new markets with strong regulatory licenses and sports partnerships, enhancing brand visibility and market penetration. However, the company has faced challenges, such as criminal investigations in Ukraine, which may have influenced operational shifts towards Malta and other locations for enhanced regulatory stability.
Max Portelli, CFO of Soft2Bet, stated that the new office will provide more opportunities to serve partners in Malta and attract top talent. Martin Collins, CBDO of Soft2Bet, expressed delight at the opening of the new office, stating it showcases the company's growth and development dynamics. Malta's Minister for Economy, Enterprise, and Strategic Projects, Silvio Schembri, stated that Soft2Bet's success is a reflection of Malta's belief as a country and government.
The event concluded with a ceremonial ribbon-cutting to signal the start of the festivities. Attendees enjoyed a lounge area with DJ sets and networking opportunities with Soft2Bet's essential business associates. The opening of Soft2Bet's Malta office represents a critical milestone for the company’s international growth, supporting its transition from a startup to a mid-sized operator deeply integrated within regulated markets, facilitating partnerships, compliance, and product innovation essential for sustainable impact in the iGaming industry.
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