It’s all up for play down under.
Aggressive Australian sports betting brand PlayUp has confirmed it’s entering the US sports gaming scene and that it has secured market access in multiple jurisdictions.
The firm said it plans to offer sports betting across the country in all states where it’s legal.
The PlayUp Sports Betting brand was only established last year, when the PlayUp Group acquired and merged five different Australian sports betting platforms.
To date the PlayUp betting app has more than 300,000 users in Australia and New Zealand.
The firm’s portfolio also includes betting on horse racing and esports, while additionally offering fantasy sports in Australia, New Zealand and India.
PlayUp hopes that its “unique proprietary platform”, developed in-house and featuring stand-alone wagering and gaming technology, along with risk management and trading systems, will “smash” the US market.
“We’re bringing a level of flexibility and nimbleness that is unparalleled in the American market,” asserted a company spokesperson.
And in a further marker of intent, PlayUp also announced that it has appointed the vastly experienced Dr. Laila Mintas as CEO for their US operations.
Dr. Mintas comes with a big reputation.
A former chairperson of the Strategic Advisory Board of sportsbook technology start-up Bet.Works, she has also been a professor of sports law at prestigious Columbia University in New York City.
Previously she has also served as Deputy President of sports data giant Sportradar, which, under her tenure, achieved a valuation of US$2.4-billion.
“I am very excited about the opportunity to establish PlayUp as a strong and innovative sports betting brand in the US,” said Dr. Mintas.
“I am very impressed with what the team in Australia has established over such a short time period.
“PlayUp is very tech driven. We have our own proprietary fantasy and betting platform and our own in-house risk and trading team. This gives the company the power to control its own destiny and gives us all the ingredients for success,” she said.
Daniel Simic, the founder of PlayUp, said: “With estimated revenue potential of over US$17-billion, the US is on its way to becoming the largest legal sports betting market in the world.
“I couldn’t think of a better fit than Laila to help build our US business and grow the company globally. She stands for integrity, innovation and global expertise.”