PlayUp Limited

PlayUp Interactive Pty Ltd is an Australian company specializing in interactive wagering services, offering comprehensive online betting solutions for horse racing, greyhound racing, and harness racing, catering to both casual and professional bettors. Founded in 2014, PlayUp Interactive Pty Ltd is headquartered in Sydney, Australia, and operates an innovative online betting platform. In February 2026, NextBet Pty Ltd acquired PlayUp Interactive Pty Limited from FTX Ventures, Beachhead Venture Capital, Investorlink Securities, and Dreamworx. Financial terms of the transaction were not disclosed.

PlayUp provides an interactive wagering platform focused on horse racing, greyhound racing, and harness racing. Its services include a user-friendly betting interface for live wagers across Australia, the United Kingdom, and Europe. Features like Betslip Promotions and Race Finder tools enhance user engagement, catering to a broad range of bettors seeking efficient and accessible wagering options. PlayUp generates revenue through a commission-based model, earning a percentage from total user wagers.

The platform allows bettors to engage directly by creating accounts for placing bets on racing events, contributing to revenue from both individual transactions and accumulated betting volumes. While specific pricing plans are not detailed, the company likely offers various promotions to retain users in a competitive market. The acquisition aims to consolidate undercapitalized lower-tier betting operators in Australia.