Australia’s PlayUp to Expand to US Market Through Caesars Deal

Australian online betting platform provider PlayUp has made a deal with Caesars Casino in a bid to expand to the US market. This news came after Caesars’ announced expansion last month. The idea is to rebrand the recently acquired William Hill while moving along with other projects in the meantime. The PlayUp deal was announced on June 8.

PlayUp USA CEO Laila Mintas commented on the partnership with Caesars in a video release. She noted that the number of betting and gambling licences in the US is limited, especially with the US becoming such a large iGaming market in recent years. Many operators worldwide are trying to get their hands on one. She added that PlayUp is thrilled to be one of the few operators to receive such a licence, acquiring market access through a deal with Caesars Casino.

PlayUp received immediate access to online sports betting in Iowa, Indiana, and most importantly, New Jersey through this deal. This deal has enabled PlayUp access to a market worth nearly $500 million.

The deal with Caesars in New Jersey will lead to new iGaming products. And although Mintas has not specified which ones, we can assume she’s talking about online casinos since the company is not part of the poker business. Naturally, the launch will come after the pending regulatory approval.

Investors support PlayUp’s US expansion plans. In February 2021, the company raised $12.5 million from investors. PlayUp’s yearly net revenue concluded with June 30, 2020, was $17.5 million.

PlayUp’s expansion plan to the American market will also include wagering on sports, daily fantasy sports, esports, parimutuel horse racing, and other iGaming activities on a state by state basis. PlayUp is known to offer some of the largest DFS prize pools.

If all goes well regarding the regulatory approval, PlayUp will expand to Indiana and Iowa, as well, by partnering with Caesars properties in the two states.

However, this isn’t PlayUp’s first appearance on the US market. The company has already launched online legal sports betting in Colorado on St. Patrick’s Day in 2021. PlayUp doesn’t have Caesars to thank for this partnership, but Bill Durham Casino in Blackhawk. PlayUp has been active in the US since fixed-odds sports betting is a significant component of its business.

Before teaming up with Caesars, PlayUp has reached out to other household-name brands, like Penn National and Parx Casino. Through these deals, PlayUp obtained licences to offer online sports betting in New Jersey.

When talking about Caesars, you should note that the casino offers sports betting options in 18 US states and territories. That includes over 170 retail sportsbooks, one of which is its latest feat — William Hill Sportsbook inside Capital One Arena in Washington, DC.

About the Author

George Anderson
Author George, has over 25+ years’ experience in the Pokies and Casinos industry throughout Australia and New Zealand. Loves to research new Pokies games on the block and follows announcements from top industry providers about their upcoming releases. As soon as a new interesting pokie game appears on his radar, George is there to check it out and give you the scoop before anyone else and tell you about all casino sites where can play the latest game. Before this gig, George worked as Pokie game tester, making him an ideal candidate for this genre of work. He is also an animal lover and a proud owner of three dogs.