PlayUp, the Australian gaming company, launched in New Jersey Saturday, the second state it has gone live in for online sports betting.
The launch of PlayUp in New Jersey, announced on the company’s website and social media, has been expected since it secured a license in January. It is partnered with Freehold Raceway in Freehold. PlayUp launched in Colorado in March. PlayUp gained Colorado market access through the Bull Durham Saloon and Casino in Black Hawk.
The New Jersey sports betting market is No. 1 in the U.S., easily outpacing other states in total handle and other key figures. On Thursday, the state announced a total handle of $664.7 million for August, a 14.9% increase over July, and easily the highest figure among states that have reported August sports betting numbers.
Being live for the second regular-season Sunday of New Jersey NFL betting should help PlayUp immediately. It did say on Twitter that, “Please note there will be limited hours and tech functionality while we are in this initial phase. If you have any questions, feedback or need assistance please reach out to us at firstname.lastname@example.org.”
Soon after gaining market access in New Jersey, PlayUp announced an agreement with the New Jersey Devils and its home arena, Prudential Center in Newark. It was PlayUp’s first U.S. professional sports team partnership and NHL betting deal.
PlayUp Gained NJ Online Casino Access, Too
PlayUp announced in June that it had gained New Jersey online casino access with Caesars Entertainment, as well as sports betting market access in Indiana and Iowa.
“These three states are the next phase of our growth in the U.S.,” Laila Mintas, chief executive officer of PlayUp USA, said in a news release at the time. “Getting to add iGaming in New Jersey will usher in a new product offering for us that will help us guide and drive our continued success.”
PlayUp has its own betting and daily fantasy sports platforms and an in-house risk and trading team, according to a news release. In addition to the U.S., PlayUp has product offerings in Australia, New Zealand and India. Those products, in addition to sports betting and daily fantasy, include horse racing (fixed and pari-mutuel odds), eSports and fantasy on horse racing and eSports.