Australian Sports Betting Brand PlayUp Pursuits US Presence in Multiple Jurisdictions

Australian sports betting operator PlayUp has revealed that it is willing to set foot on the US sports betting market. The company also shared that it has already guaranteed itself access to the lucrative market in several jurisdictions across the US. As confirmed by PlayUp, the firm intends to offer sports betting services across the US states that have made online sports betting legal.

Last year, after the acquisition of five different sports betting platforms based in Australia, the local gambling group merged them under the international PlayUp Sports Betting brand. The combined brand was planned to serve the purposes of the group on a global scale.

Currently, the sports betting application of the gambling company has over 300,000 customers on the territory of Australia and New Zealand. As of today, the portfolio of the company includes horse race betting and esports betting, while betting on fantasy sports is available to the app’s users in New Zealand, Australia and India.

PlayUp has claimed that its online sports betting platform is unique as it is proprietary and has been fully developed in-house. It offers full control of the gaming and betting technologies, along with various trading and risk management programmes – a fact that, according to the company, guarantees a level of flexibility that currently has no parallel in the US market.

PlayUp Appoints Dr Laila Mintas as CEO of US Sports Betting Operations

The expansion of the Australian gambling group in the US comes two years after the US Supreme Court lifted a long-time ban on sports betting by making the practice legal in the country. Under the court’s ruling, US states were given the opportunity to decide for themselves whether to add sports betting to their legal gambling sectors or not.

As explained by the founder of PlayUp, Daniel Simic, the US is currently on its way to turn to the biggest legal sports betting market on a global scale. Mr Simic reminded that the revenue potential of the country’s sports betting sector is estimated to more than $17 billion, and PlayUp was now willing to get a chunk from that sector.

Now, PlayUp seems to have decided to take advantage of the recently enlarged US gambling industry, as the sports betting market has been considered an area of further growth. The announcement of the Australian gambling group’s expansion to the US, PlayUp also revealed that Dr Laila Mintas, a veteran in the sports betting sector, is to join the company as Chief Executive Officer of its US operations. Dr Mintas is also set to undertake an important part in providing the company with guidance on a global level. Before her appointment with the Australian gambling company, Dr Mintas occupied the position of Vice President at Sportsradar.

The new CEO of PlayUp’s US operations shared that she would make efforts to establish a strong presence of the Australian sports betting brand in the US.

  • Author
Olivia Cole

Olivia Cole

Olivia Cole has worked as a journalist for several years now. Over the last couple of years she has been engaged in writing about a number of industries and has developed an interest for the gambling market in the UK.
Daniel Williams
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