PlayUp Gains iGaming Market Access in Iowa with Wild Rose

PlayUp Gains iGaming Market Access in Iowa with Wild Rose
By Lou Monaco

Australian-based PlayUp is heading to the Midwest.

PlayUp announced Tuesday it has secured market access for iGaming in Iowa through a partnership with Wild Rose Entertainment, which operates casinos in Clinton, Emmetsburg and Jefferson.

In June, PlayUp announced it had gained market access for sports betting in Iowa and Indiana, along with iGaming for New Jersey. PlayUp first launched in a U.S. market with its online sports app in Colorado on March 8.

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iGaming is not available yet in Iowa, but legislation could be introduced in 2022 to expand gambling options in the state. Online casinos are legal in Pennsylvania, New Jersey, Delaware, Michigan, West Virginia and Connecticut.

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“At our core we are a daily fantasy sports operator. We are proud of these roots and that we are Australia’s number one DFS operator and offer some of the world’s largest DFS prizes,” Dr. Laila Mintas, PlayUp USA CEO, said in a news release. “We also 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, according to the news release from PlayUp.

“The gaming market and consumer demands are always changing,” Tom Timmons, president and chief operating officer of Wild Rose Entertainment, said in the release. “We are proud to have a great partner like PlayUp in our corner to maximize our potential with iGaming should it come to Iowa.”



Lou Monaco had been East Coast Scene columnist for Gaming Today in Las Vegas since June 2019, covering the East Coast sportsbook scene with emphasis on NJ and PA. He also currently is a part-time writer for the high school sports department for NJ Advanced Media ( in Iselin, NJ. Lou has over 30 years sports experience with previous stints at ESPN SportsTicker, Daily Racing Form and Oddschecker.

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