PlayUp, a leading sports betting and iGaming tech company, has announced that it will imminently complete a certification process by Gaming Laboratories International. Certification would allow it to launch its proprietary Betting, Entertainment and Sports Technology (BEST) platform in US markets.
The company is focused on the Australian and US markets, with sportsbooks open in New Jersey, Colorado, Iowa and Indiana. It offers primarily sports betting, iGaming, daily fantasy sports and esports in these regions.
BEST is intended to offer customers a scalable and robust online betting platform that provides an integrated product experience. The platform will allow users to own and use a single account, wallet and app and to make bets across all supported betting products.
On top of its sportsbook presence in the US, PlayUp offers Slots+, a slots betting app across 25 states, as well as limited online sports betting and iGaming access in eight states. The company has a grand vision to expand further into the American market through various strategic alternatives.
PlayUp's board of directors has initiated an evaluation of its strategies. As part of this process, PlayUp intends to consider a full range of alternatives, including strategic partnerships, a sale of the company or other possible transactions. Innovation Capital, LLC has been retained as its exclusive financial advisor to assist with its review process.
Founded in 2007, PlayUp is an online-only sports betting and fantasy sports company that owns its proprietary wagering and fantasy platform and operates an in-house risk and trading team. It has many differentiating products, including horseracing games with both fixed and pari-mutuel odds.
