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US – PlayUp pens agreement with Wild Rose for Iowa iGaming market access

By - 27 October 2021

PlayUp has secured market access for iGaming in Iowa, a week after gaining market access for sports betting in Iowa and Indiana along with iGaming for New Jersey.

The deal, inked through a partnership with Wild Rose Entertainment, adds a second iGaming jurisdiction for PlayUp. Pending both legislative and regulatory approval in Iowa, PlayUp has cited the ‘burgeoning iGaming sector’ as a ‘key indicator’ for PlayUp’s product portfolio expansion beyond its core sports betting product.

If officials in Iowa should move forward with iGaming, PlayUp will be poised to increase its operating footprint in the U.S. where it is a licensed operator in Colorado and is expected to gain regulatory approval in New Jersey soon.

Dr Laila Mintas, PlayUp USA CEO, said: “At our core we are a daily fantasy sports operator. We are proud of these roots and that we are Australia’s number one DFS operator and offer some of the world’s largest DFS prizes.

“We also view a diverse product portfolio as key to our long term growth and stability. iGaming is central in that diversification and we are aggressively getting market access in all states that are offering it, or will be offering it in the future.”

PlayUp has already begun the regulatory process to gain licensure in Iowa for sports betting and once the regulatory framework is in place for iGaming will do the same, according to Dr Mintas. She said the company will take an active role in helping to shape the regulations and provide input to state legislators and regulators if the opportunity presents itself.

Officials with Wild Rose look forward to adding iGaming to its gaming market, should regulations pass to allow it. “The gaming market and consumer demands are always changing,” Tom Timmons, President and COO of Wild Rose Entertainment said. “We are proud to have a great partner like PlayUp in our corner to maximise our potential with iGaming should it come to Iowa.”

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