PlayUp gains full regulatory approval in New Jersey

After being granted approval in Colorado where it has been operational since March, PlayUp, which 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, has been granted full granted full operational licensure by the New Jersey Division of Gaming Enforcement.

With its regulatory approval in the Garden State, PlayUp can now target customers in a state that has seen huge growth in handle since opening its doors to the sector in 2018. "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”, said Dr Laila Mintas, PlayUp US CEO. According to her, PlayUp is already working “on adding an iGaming product offering in New Jersey and hopes to have regulatory approval in the future”. The state recently added fixed-odds horse racing and the company is confident that it will be able to parlay its horse racing roots into an appealing product for New Jersey residents.