PlayUp
PlayUp is an online betting operator offering a sportsbook live in Colorado and New Jersey and a pari-mutuel racebook in 27 US states, generating transactional revenue from wagering spread and takeout on individual bettors and horse racing enthusiasts.
- Company typePrivate
- Founded2016
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What PlayUp does
PlayUp is an online betting and gaming operator founded in 2016 and headquartered in Sydney, Australia, that built and distributed a multi-product wagering platform primarily for the US retail market. Its product portfolio centers on the PlayUp Sportsbook, offering point spread, total, moneyline, parlay, teaser, prop, futures and live betting across major US and international sports (live in Colorado and New Jersey, with Iowa pending), and the PlayUp Racebook, a pari-mutuel horse racing wagering platform live in 27 US states covering 400+ domestic and international thoroughbred, harness and greyhound racetracks with integrated live video, past performances, and a tiered Wager Rewards loyalty program.
The company operates an in-house technology platform distributed via native iOS apps, Android apps (including direct APK downloads where Google Play is restricted), and responsive web properties, with no third-party platform intermediary. Adjacent assets include the PlayBook content brand for horse racing news and analysis, the Draftstars daily fantasy sports subsidiary, the 2M2P Handicapping Suite integration, and a multi-channel marketing stack spanning organic social, email, content, referral programs, and free contests. Revenue is generated transactionally through the spread/juice on sportsbook wagers and takeout on pari-mutuel racing pools, supplemented by a tiered cash-back loyalty program; promotional costs (free bets, deposit bonuses, referral payouts) partially offset gross gaming revenue.
PlayUp's recent corporate trajectory has been one of restructuring: its Australian gaming arm was sold to CrossBet (AUD 18.6 million) in late 2025, the company itself was acquired by NextBet in February 2026 alongside Draftstars, and its US operations continue under NextBet ownership. Earlier, PlayUp had licenses revoked in New Jersey and Colorado, received a AUD 600,000 fine from New South Wales in 2024, and experienced a collapsed FTX acquisition deal in 2021, all of which shaped its pre-acquisition strategy and product footprint.
PlayUp firmographics
Firmographics- Name
- PlayUp
- Legal name
- PlayUp Interactive Co, Inc.
- Website
- https://playup.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PlayUp is an online betting operator offering a sportsbook live in Colorado and New Jersey and a pari-mutuel racebook in 27 US states, generating transactional revenue from wagering spread and takeout on individual bettors and horse racing enthusiasts.
- Ownership category
- akta.pro rank
PlayUp industry classification
Industry- Product category
- Online Sports Betting and Pari-Mutuel Horse Racing Wagering
- NAICS
- Gambling Industries (7132)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sportsbooks (Online & Mobile Operators) (MPAEACAA)
- akta.pro secondary industry
- Online Horse Racing Betting (Advance Deposit Wagering/ADW) (MPAEADAD)
Keywords
Where PlayUp is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
PlayUp business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Sports Betting Wagers: PlayUp generates revenue from sports betting wagers placed by customers on various sports including football, basketball, baseball, hockey, MMA, auto racing, golf, soccer, tennis, Aussie rules, boxing, rugby, cricket, and darts. Revenue comes from the spread/juice on bets placed.
- Pari-Mutuel Racebook Wagering: PlayUp Racebook offers legal US-based pari-mutuel wagering on horse racing from 400+ racetracks domestic and international. Revenue generated from takeout on winning wagers across thoroughbred, harness, and greyhound racing.
- Player Rewards and Rebates: Wager Rewards Program where players earn points based on handle and bet type. Points can be redeemed for cash with tiered rewards from Bronze (0.25%-1% WPS) to VIP levels. Revenue partially offset by promotional costs but generates customer loyalty and retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One-time | New Customer Sportsbook Offer |
| Other | One-time | Racebook New Player Deposit Bonus |
| Other | Monthly | Wager Rewards Program - Bronze Level |
| Other | Monthly | Wager Rewards Program - Silver Level |
| Other | Monthly | Wager Rewards Program - Gold Level |
| Other | Monthly | Wager Rewards Program - Platinum Level |
| Other | Monthly | Wager Rewards Program - VIP Level |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
PlayUp product offering
Product offeringCore offering
PlayUp operates a US-licensed online betting platform delivering a Sportsbook (point spreads, moneylines, parlays, teasers, props, futures, live betting on major US sports) live in Colorado and New Jersey, and a Racebook offering legal pari-mutuel wagering on thoroughbred, harness, and greyhound racing from 400+ tracks across 27 US states. The platform is delivered via native iOS and Android apps and responsive web, supported by US-based customer service, tiered loyalty rewards, and integrated handicapping and live video tools.
Product overview
PlayUp is a next-generation entertainment and technology group focused on online betting. The company offers a multi-product portfolio consisting of its core PlayUp Sportsbook (online sports wagering in Colorado and New Jersey) and PlayUp Racebook (pari-mutuel horse racing wagering available in 27 states). The ecosystem also includes PlayBook (horse racing news and analysis), Wager Rewards (loyalty program), and Draftstars (daily fantasy sports, acquired brand). Products are available via iOS apps, Android apps, and web platforms. The company developed its betting technologies in-house and serves dedicated users seeking deeper engagement with sports and racing.
Differentiator
Problem solved
Functional benefit
Brands
- Draftstars: Daily fantasy sports platform acquired alongside PlayUp in 2026 acquisition by NextBet.
Companies that use PlayUp
Customer profileSegments3 records
Ideal customer profiles2 records
PlayUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
PlayUp partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- DraftstarscoreDraftstars is PlayUp's daily fantasy sports platform that was included in the NextBet acquisition of PlayUp in February 2026. The platform complements PlayUp's sportsbook and racebook offerings by providing daily fantasy sports betting options.
- NextBetcoreNextBet acquired PlayUp along with its daily fantasy sports platform Draftstars in February 2026 to create a new betting experience for Australians. This followed NextBet's earlier acquisition of CrossBet and involved migration of existing accounts and balances. The combined entity launched on March 1, 2026.
- The RoarminorPlayUp acquired The Roar, an Australian sports website, in 2021. The site attracted 2 million monthly visitors before ceasing operations in February 2026 due to an ownership dispute between Fan Media and former cosmetic surgery entrepreneur Daniel Corsello. The shutdown was tied to previous dealings involving PlayUp.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
PlayUp competitors and assessment
Company assessmentMarket position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PlayUp social profiles
Digital presencePlayUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
PlayUp leadership team
Management profileNumber of profiles
Profiles17 records
PlayUp subsidiaries and ownership
Company hierarchySubsidiaries1 record
PlayUp funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PlayUp M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PlayUp
What does PlayUp do?
PlayUp operates a US-licensed online betting platform delivering a Sportsbook (point spreads, moneylines, parlays, teasers, props, futures, live betting on major US sports) live in Colorado and New Jersey, and a Racebook offering legal pari-mutuel wagering on thoroughbred, harness, and greyhound racing from 400+ tracks across 27 US states. The platform is delivered via native iOS and Android apps and responsive web, supported by US-based customer service, tiered loyalty rewards, and integrated handicapping and live video tools.
Is PlayUp a public or private company?
PlayUp is a private company. It is classified as venture growth investor backed and is currently operating.
When was PlayUp founded?
PlayUp was founded in 2016. It employs 51 to 100 people.
Where is PlayUp based?
PlayUp is headquartered in Sydney, Australia, in the Oceania region.
How does PlayUp make money?
Three revenue lines are on record. Sports Betting Wagers are the primary driver. The others are pari-Mutuel Racebook Wagering and player Rewards and Rebates.
Does PlayUp have an API?
No public API is recorded for PlayUp.
What industry is PlayUp in?
PlayUp's product category is Online Sports Betting and Pari-Mutuel Horse Racing Wagering. Its primary akta.pro industry code is MPAEACAA, Sportsbooks (Online & Mobile Operators), with a secondary code of MPAEADAD, Online Horse Racing Betting (Advance Deposit Wagering/ADW). Its NAICS code is 7132 and its SIC code is 7990.