PlayUp is a next-generation entertainment and technology group based in Sydney, Australia that enriches people's lives through rewarding and responsible online betting. The company develops innovative betting technologies in-house to power its brands and deliver world-class user experiences. PlayUp's focus is on fulfilling the needs of dedicated and passionate users who seek a deeper connection to the games they play.
PlayUp offers a comprehensive range of online betting products, including fixed odds sports betting, fixed odds racing (horses and greyhounds), esports, and daily fantasy sports (DFS). They host some of the largest DFS prize pools globally, particularly in Australia. PlayUp's proprietary Betting, Entertainment and Sports Technology Platform (BEST) provides an integrated product experience, allowing users to have a single account, wallet, and app to bet across all supported products.
PlayUp is live in the US (New Jersey and Colorado with sports betting, and across more than 25 states with online slots) and has positioned itself for growth by leveraging its experience as an Australian operator since 2017. The company has strong market access in the US, with 11 online sports betting and/or iGaming market access agreements across eight states. PlayUp has assembled an in-house risk management team that trades all US and Australian sports and racing events.
Key customers and partnerships
PlayUp is an official partner of the South Sydney Rabbitohs (NRL) and News Corp.
By using this site, you agree to allow SPEEDA Edge and our partners to use cookies for analytics and personalization. Visit our privacy policy for more information about our data collection practices.