Who owns PlayUp?

This graphic illustrates the PlayUp ownership structure. PlayUp is owned by PlayUp Interactive Pty Ltd, a wholly owned subsidiary of PlayUp Ltd. PlayUp Ltd is owned and operated by Daniel Simic

PlayUp is an Australian betting agency that offers their customers the chance to place sports betting wagers and play daily fantasy sports games.

Alongside growing the PlayUp name, the company have also acquired others wagering companies to grow a portfolio of betting platforms to broaden their reach. The strategy appears to be working so far for the new Australian bookmaker, and look out further acquisitions in the future.

The name PlayUp will be familiar to punters in Australia, but who owns PlayUp?

PlayUp ownership

The PlayUp betting company is owned by PlayUp Interactive Pty Ltd, a wholly owned subsidiary of PlayUp Ltd. PlayUp Ltd is headed up by Sydney-based entrepreneur Daniel Simic. Simic is reportedly keen to build a wide range of gambling products and platforms, with the PlayUp brand at the heart of everything they do.

While sports betting plays a vital role in the service they offer, the goal of the company is to become one of the largest fantasy sports operators in the country.

Brett Lee and PlayUp

One of the company’s ambassadors is a legend of Australian sport and one that needs no introduction to fans. Former Australian fast bowler Brett Lee is on board as an ambassador for PlayUp, helping them to increase their reach and promoting the products and services they have on offer.

Having someone as respected as Lee on board is a big catch for the platform, especially when you consider that Lee is followed by over four million sports fans across his various social media platforms. The people following Lee are the ideal customers for PlayUp, so their link-up is almost certainly beneficial for the company.

What Does PlayUp Offer?

There are more than 400,000 registered users at PlayUp, a big number for them to work with. That should come as no surprise when you see how varied their services are, and the promotions they have on offer. Not only can you place a wager on upcoming sporting events such as cricket and Aussie rules, but you can also try your luck with the daily fantasy sports they have on offer. Having the ability to do all of this with the one agency will be seen as a big positive for some players, who in the past will have had to open up a couple of different accounts with different Australian betting agencies to play everything they wanted.

PlayUp is also investing in cryptocurrency; they now have their own cryptocurrency which can be used on their fantasy sports platform. The PlayChip utility token is something to look out for if you are using PlayUp for fantasy sports, this is a cryptocurrency specifically designed for their own site.

Recent acquisitions

One company that PlayUp have recently acquired is an online betting platform named betting.club. This is a place where punters can rate the chances of selections, share the tips they have and place bets on them to win.
The platform is based on a social wagering idea, with an app and online presence that is there to bring punters together and add a social element to online gambling.