PlayUp’s Next Generation Proprietary Betting and Entertainment Platform gains Regulatory approval to Soft Launch in Australian Market


  • PlayUp receives regulatory approval by the Northern Territory Racing Commission to soft launch its Next Generation online Betting and Entertainment Platform.
  • Key Highlights and Benefits of the platform:
    • ‘Single’ Sign On to access all products integrated into the platform.
    • ‘One’ Digital wallet for platform wide betting and game play.
    • Multi product integrations including proprietary PlayUp offerings for SportsBetting, Racing, Daily Fantasy Sports and more.
    • Cross product functionality and social features.
    • Multijurisdictional compliance.
    • Greater back-end automation, flexibility and efficiency to improve risk management and trading.
    • Quicker speed to market to innovate and launch new products.
    • Artificial Intelligene (AI) capabilities driven by big data and client profiling.

On behalf of online Betting, Entertainment and Technology group PlayUp Limited (“PlayUp” or the “Company”) , we are pleased to announce that we have received approval from the Northern Territory Racing Commission (“NTRC”) to launch a pilot programme of our cutting edge next generation betting and entertainment platform along with our proprietary Sports Betting and Fixed Odds Racing solution.

The newly launched platform, built by our in-house tech team, encompasses modernised mobile first front-end functionality with an automated back-end that will revolutionise the way we trade Racing & Sport.

Under the one platform, our users will enjoy a unified betting experience across the multitude of products they already love to play plus have the ability to frictionlessly and seamlessly enjoy a plethora of additional new products and markets to provide range and value to customers.

At a customer service level, the platform entails an AI driven CRM engine that recognises any touchpoint that a customer engages PlayUp through, enabling reduced handle times, alongside enhanced personalisation to provide customers contextual play and support.

Our customers can expect a market leading experience through an intuitive user interface on web and App channels. This will be supported by a suite of Products to enhance their Wagering experience.

CEO Daniel Simic commented: “I’m extremely pleased to announce that our newly launched proprietary platform has received regulatory approval by the NTRC.”

“By controlling our own technology, we’re able to unlock speed to market for New Product Development. We will be well positioned to stay ahead of emerging customer trends, and maintaining our platform in house drives cost efficiency and time synergies to ensure we maintain premium service levels.”

“Once our pilot programme is complete, an integrated launch phase will be triggered to roll this out to our entire customer base in Australia first with the US market to follow, supported by both educational and promotional communication.”

“This positions PlayUp in good stead entering this new financial year to drive commercial targets whilst captivating our customers.

About PlayUp

PlayUp is a next generation entertainment and technology group that enriches the lives of its clients by providing an entertaining, rewarding, and responsible online betting service. At its core, PlayUp develops innovative betting technologies in-house to power its brands and deliver world-class user experiences. Its energies are focused on fulfilling the needs of dedicated and passionate users who seek a deeper connection to the games they play.

PlayUp’s mission is to unify online betting into one platform inclusive of Sports Betting, Fixed-Odds Racing (Horses and Greyhounds), iGaming, Esports and Daily Fantasy Sports (DFS) where it now hosts Australia’s largest and indeed some of the world’s biggest prize pools in competitive peer-to-peer online betting.

The company holds online betting licenses in multiple jurisdictions and currently operates in Australia, New Zealand, India and several regulated USA states.