The New Jersey Division of Gaming Enforcement granted full operational licensure for PlayUp this week, adding the largest sports betting market in the US to the company’s growing list of jurisdictions.
The New Jersey launch comes after PlayUp was granted approval in Colorado, where it has been operational since March. New Jersey became the next priority for the operator who announced a partnership with the New Jersey Devils at the start of last season in an effort to boost its brand awareness in the state.
Dr Laila Mintas, PlayUp USA CEO, said: “this is a huge milestone for our business. New Jersey doesn’t just represent the largest market in terms of revenue for any operator, but it also is an indicator showing the market, both consumers and investors, that we have cleared the most stringent regulatory standards in the world. We have aggressive growth plans for our jurisdictional footprint in 2022 and going into other states with New Jersey approval in our back pocket is a positive sign for other regulators.”
With its regulatory approval in New Jersey PlayUp can now target customers in a state that has seen huge growth in handle since opening its doors to the sector in 2018. PlayUp is uniquely positioned in the market as a 100 per cent online sports betting operator. This model lends itself nicely with such a huge percentage of the state’s handle coming from online bettors.