Australian and US online sports betting operator PlayUp went live in New Jersey after obtaining a full business license from the state’s Division of Gaming Enforcement (DGE).
The launch of sports betting in New Jersey marks PlayUp’s second U.S. jurisdiction after launching in Colorado in March.
PlayUp entered into a market access deal in January to enter the New Jersey sports betting market in partnership with Freehold Raceway, and partnered with the New Jersey Devils early last season in an effort to strengthen the presence of its brand in the State.
“This is an important step for our company. New Jersey is not only the largest market in terms of revenue for all operators, but it is also an indicator showing the market, both consumers and investors, that we have taken the toughest steps. regulatory standards around the world, ”said Laila Mintas, Managing Director of PlayUp US.
“We have aggressive growth plans for our jurisdictional footprint in 2022 and going to other states with New Jersey approval in our back pocket is a positive sign for other regulators,” she added.
PlayUp is also working on launching an iGaming offering in New Jersey, subject to regulatory approval, and hopes to benefit from recent state approval for fixed odds horse betting.
Dennis Drazin, PlayUp board member and veteran of the horse racing industry in the United States, said: “The future of gambling will be to offer all types of betting on a 24 hour app. 24, 7 days a week. Horse racing offers a unique opportunity to deliver racing content across the world.
“PlayUp intends to enter the fixed odds betting market in New Jersey and across the United States as the market grows.”