PlayUp partners Wild Rose to enter Iowa
As part of its aggressive growth plan in the U.S. PlayUp has secured market access for iGaming in Iowa. The deal comes on the heels of PlayUp’s recent launch of sports betting within 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 the burgeoning iGaming sector is a key indicator for PlayUp’s diverse product portfolio expansion beyond its core sports betting product.
In the event of this approval, PlayUp will be poised to increase its operating footprint in the U.S. where it is a licensed sports betting operator in Colorado and New Jersey.
Dr Laila Mintas, PlayUp USA CEO, said “We 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.”
Earlier this year investment bank Goldman Sachs projected the iGaming market in the U.S. to reach $39 billion in 2033. Officials with Wild Rose look forward to adding iGaming to its expanding 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 maximize our potential with iGaming should it come to Iowa.”
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.