PlayUp

About PlayUp

PlayUp is a global online betting and technology group that has consolidated its position in the market through strategic acquisitions and in-house technology development. The company was founded by Daniel Simic, who serves as the Global CEO and has over a decade of experience in the wagering and gaming industry. His journey began with identifying a gap in the market for a unified platform that combines various forms of online betting with social interactivity. This led to the creation of PlayUp, which was officially launched in 2019 after merging Australian bookmakers MadBookie, ClassicBet, and TopBetta.

The company operates a diverse portfolio of betting services, including fixed-odds sports betting, horse and greyhound racing, Daily Fantasy Sports (DFS), and eSports. Its business model focuses on providing a seamless user experience by integrating these various betting options into a single platform with one account and one digital wallet. This unified system, known as the Betting, Entertainment and Sports Technology (BEST) platform, is powered by proprietary, in-house developed technology, which gives the company the flexibility to innovate and scale its offerings. Revenue is generated from the turnover in its wagering and fantasy sports segments. For the financial year ending June 30, 2021, the Australian wagering segment generated approximately $255.9 million in gross gaming turnover, while the Daily Fantasy Sports segment accounted for about $42.3 million.

PlayUp primarily serves sports fans and betting enthusiasts in regulated markets, with a significant presence in Australia, New Zealand, India, and the United States. In Australia, the company is a major player, owning Draftstars, the country's largest Daily Fantasy Sports provider. The platform offers a straightforward user interface, making it accessible for both new and experienced bettors. A key feature is the integration of its sportsbook with the Draftstars DFS platform, allowing users to switch between sports betting and fantasy contests seamlessly. While the platform provides competitive odds and a variety of markets, it has a more limited selection compared to some larger competitors and does not currently offer live streaming.