Australian sports betting brand PlayUp has confirmed its intentions to enter the US sports wagering market and has already secured market access in multiple jurisdictions. The firm said it plans to offer sports betting across the country in those states that have legalized online sports betting. 

The PlayUp Group launched the PlayUp Sports Betting brand in 2019, after acquiring five different Australian sports betting platforms and combined them all under the global PlayUp brand. 

As of today, the company’s sports betting app has more than 300,000 users in Australia and New Zealand. While offering fantasy sports in Australia, New Zealand and India, the firm’s portfolio also includes betting on horse racing and esports. 

PlayUp claims to be unique in the space as its platform is proprietary and was developed completely in-house. With complete ownership of its wagering and gaming technology, along with risk management and trading systems, the company said it brings “…a level of flexibility and nimbleness that is unparalleled in the US market”.  

Joining the firm as CEO in the US is sports betting veteran Dr Laila Mintas who will also undertake a strategic role in providing guidance for the company on a global level. Prior to her appointment with PlayUp, Dr Mintas served as Deputy President of sports data giant Sportradar which, under her tenure, achieved a valuation of $2.4bn. 

Commenting on her appointment she said: “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.”

Daniel Simic, Founder of PlayUp, 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.”