PlayUp Sportsbook Secures NJ Sports Betting License With Q1 Launch Planned

If variety is the spice of life, then the number of options for online sports bettors in the Garden State is closing to really playing up the value of the market. PlayUp Sportsbook New Jersey is set to become one of the next entrants.

The Australian-based company announced via press release that it has secured licensure from the NJ Division of Gaming Enforcement.  The PlayUp online skin will launch via a land-based partnership with Freehold Racetrack. The NJ sports betting app is targeted for a Q1 launch.

Exactly when and what the book will look like is still unknown, however.

More on PlayUp Sportsbook New Jersey

Before making a foray into North America recently with licenses to run a sportsbook in Colorado and NJ, PlayUp made its presence known in Australia, India, and New Zealand. Now, the Garden State will be among its active locales.

According to PlayUp USA CEO Dr. Laila Mintas, the company wants to go “live in NJ during the first quarter of this year.” When that happens, it could  be the first online sports betting platform tied to Freehold Raceway to open up shop.

“We are very excited about the partnership with two excellent brands – Parx Casino and Penn National,” Mintas said. “We are looking forward to establishing PlayUp as a strong and innovative sports betting brand in the U.S.”

The NJ online sports betting market currently consists of 19 apps.

Freehold has taken retail wagers at its Parx-branded sportsbook since last September. Greenwood Racing, which owns Parx Casino in Pennsylvania, operates Freehold in conjunction with Penn National Gaming.

The Parx NJ sports betting app has yet to launch. However, the Parx online casino product operates under the Ocean Casino Resort license and has been live since 2019.

As Penn National owns a minority stake in Barstool Sports, there has long been speculation about whether the third skin would go to Barstool Sportsbook.

That’s uncertain right now, as is how accessible PlayUp will be on its first day. Other questions are outstanding as well.

Mobile apps, bonuses, still TBD

A press release from PlayUp makes no mention of whether the sportsbook will have Android or iOS apps for use in NJ upon launch. Additionally, there’s no mention of any deposit or registration bonuses.

Those details may become more clear when the sportsbook gets closer to its go-live date. As a matter of fact, ironing out the details on mobile apps may be one reason that the sportsbook hasn’t set a firm launch date yet.

As new customer promos are pretty standard in the sportsbook biz, it seems a foregone conclusion that will be part of the eventual introduction into New Jersey. Before spring hits, NJ bettors should have another sports betting option to try.

Dreamstime photo 

About the Author

Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.