PlayUp Plans To Enter US Sports Wagering Market

Australian sports betting company PlayUp has announced its intention to enter the US sports wagering market and has already obtained multi-jurisdiction market access. The firm said it plans to sell sports betting in certain states that have legalised online sports betting around the country.

In 2019, after purchasing five independent Australian sports betting sites, the PlayUp Group launched the PlayUp Sports Betting brand and merged them all under the global PlayUp name.

As of today, the sports betting app at the business has over 300,000 users in Australia and New Zealand. The company’s portfolio also involves betting on horse racing and athletics while offering fantasy sports in Australia , New Zealand and India.

PlayUp claims to be unique in space because its software is proprietary and has been entirely built in-house. With full control of its wagering and gaming technologies, along with risk management and trading programmes, the company said it offers “…a level of flexibility and nimbleness that is unparalleled in the US market.”

Sports betting expert Dr Laila Mintas joins the company as CEO in the U.S. and will also carry on a strategic role in providing guidance to the company internationally. Prior to her appointment with PlayUp, Dr. Mintas worked as Vice President of Sport Data Giant Sportradar, which was estimated at $2.4bn during her tenure.

She commented on her appointment stating: “I am very excited about the opportunity to establish PlayUp as a strong and innovative sports betting brand in the US. I am very impressed with what the team in Australia has established over a short time period.

“PlayUp is very tech driven; we own our proprietary fantasy and betting platform and our in-house risk and trading team which gives the company the power to control its own destiny. PlayUp has all the ingredients it needs to be successful.”

PlayUp Founder Daniel Simic said: “The US is on its way to become the largest legal sports betting market in the world with estimated revenue potential of over $17bn. PlayUp enters the market to get its piece of the pie. Dr Mintas is a well-established and respected leader in the sports betting world and we are very happy to have her join us.”