PlayUp Expands Caesars Deal To Prep For Indiana Online Casinos

Posted on April 6, 2022 - Last Updated on April 7, 2022

PlayUp is expanding its market access deal with Caesars to include online casino gaming. According to a press release from PlayUP, the new expansion will cover Indiana, New Jersey, Pennsylvania and Iowa.

Indiana doesn’t even have legal online casinos yet, and companies are already looking to stake their claim to the state’s market.

PlayUp and Caesars expand partnership

Indiana online casinos have enormous potential.

The revenue from sports betting pales in comparison to iGaming, but they can both lead to a profitable business. Because of that, many gambling companies around the US like to have some skin in the game in both worlds.

Lawmakers took a crack at bringing online casinos into the fold this year. Unfortunately for Hoosier gamblers, those efforts ended up falling short.

Despite losing steam this year, there will be another push for legalization in 2023. If things end up working out, then PlayUp US Chairman Dennis Drazin wants the company to be ready to go.

“Once regulated, we will be ready to bring PlayUp to the iGaming market in Indiana which we recognize as a monumental growth opportunity for our business.”

Since the company already has the Caesars deal in hand, it won’t have to scramble to find a way into the state after legalization. Theoretically, PlayUp can be ready to go from day one of online casinos in Indiana.

That market access is an important piece of the puzzle.

However, increasing the company’s brand recognition could go a long way for its Indiana plans. There will be tons of online casino competition from larger companies like DraftKings.

The best way to get ahead of that situation could be finally letting Hoosiers try PlayUp sportsbook.

Sportsbook still hasn’t launched yet

PlayUp sportsbook originally struck up a deal with Caesars last summer to gain market access to the Hoosier State.

Online sportsbooks have to team up with a retail casino before they can start taking bets in Indiana.

In other words, PlayUp will be working with a Caesars casino when it makes its Indiana debut. The company owns Horseshoe Hammond, Harrah’s Hoosier Park and Horseshoe Indianapolis.

That original partnership gave PlayUp access to the state. Despite that, the company hasn’t made any real progress towards opening for business.

PlayUp hasn’t even received its temporary vendor license yet. Snagging that license is the first big step towards launching an online sportsbook in Indiana.

PlayUp sportsbook is still likely months away from launching if things continue at their current pace.

Even so, the company already has an eye out for the future. Expanding its deal with Caesars will help keep PlayUp ready for the next steps in Indiana gambling.

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Jake Garza

Jake Garza is a US Gambling Industry Analyst for Catena Media. He specializes in Midwest sports betting and casino content. Prior to covering the legal gambling industry, he spent time as a professional sports writer, reporting on teams such as the Cincinnati Bengals, Indianapolis Colts and Indiana Pacers. Garza is currently working as a Managing Editor for PlayIndiana and PlayOhio, with previous stops at other well-known brands such as PlayIllinois and PlayMichigan. He has been covering the gambling industry since 2019, and currently works with a team of other journalists to provide comprehensive coverage of the legal U.S. gambling industry.

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