PlayUp is a next generation entertainment and technology group that enriches the lives of people through entertaining, reward ... ing and responsible online betting. We develop innovative betting technologies in-house to power our brands and deliver world-class user experiences. Our energies are focused on fulfilling the needs of dedicated and passionate users who seek a deeper connection to the games they play. PlayUp unifies the world's favourite online betting products including Fixed Odds Sports Betting, Fixed-Odds Racing (Horses and Greyhounds), Esports and Daily Fantasy Sports (DFS) where we host Australia’s largest and indeed some of the globe’s largest prize pools in competitive peer-to-peer online betting. We hold online betting licenses in multiple jurisdictions and currently operate in Australia, New Zealand, India and have recently launched in the USA. read more