Caesars Entertainment has signed a partnership agreement with Australian online betting platform provider PlayUp, which will begin providing its platform to Caesars sites in New Jersey.
Caesars, which recently announced plans to rebrand recent acquisition William Hill US with the Caesars name, is moving ahead with other revenue streams.
“In most of the states, the amount of available licenses is very limited,” commented PlayUp USA CEO Laila Mintas in a video announcing the partnership. “And they are, of course, in high demand, as operators from all over the world are trying to get access to the U.S. market, which is said to become the largest legal sports betting market in the world. So I couldn’t be more excited to share with you that PlayUp has continued to acquire market access—now, through a deal with Caesars Casino, which is a very strong brand.
“The deal gives us immediate access into (online sports betting in) Indiana, Iowa and iGaming [in] New Jersey.”
New Jersey will be PlayUp’s first iGaming offering in the U.S. Mintas said PlayUp’s partnership with Caesars in New Jersey will result in the launch of a new iGaming product, pending state regulatory approval. This means online casino, since PlayUp isn’t in the poker business.
The company raised $12.5 million from private investors in February for U.S. expansion. PlayUp’s 2020 annual report detailed the company’s $17.5 million in net revenue during the fiscal year ending on June 30, 2020. It also said its American expansion would include sports betting, daily fantasy sports, parimutuel horse racing, esports and iGaming “on a state by state basis, throughout the USA.”
