What is PlayUp?
PlayUp is an Australian-owned and operated corporate bookmaker founded in 2019 by Daniel Simic. Unlike the majority of Australian bookmakers — which are Australian arms of global operators (Sportsbet is owned by Flutter Entertainment, Neds and Ladbrokes by Entain Group) — PlayUp is an independent business without a global parent. It holds an NTRC (Northern Territory Racing Commission) licence, the standard national licence for corporate bookmakers operating in Australia under the Interactive Gambling Act 2001 framework.
PlayUp operates across thoroughbred and greyhound racing, harness racing, AFL, NRL, cricket, basketball, esports, and a wide range of international sports. Its product has been developed with a racing-first mindset — MultiBuilder, multi-leg racing tools, and greyhound market depth are areas where it genuinely differentiates from larger rivals.
The operator also has a US presence through PlayUp USA, a separate regulated entity operating in a small number of US licensed states, giving it a degree of international exposure uncommon for an independent Australian bookmaker. Australian operations remain the core business.
MultiBuilder — PlayUp's Key Differentiator
MultiBuilder is PlayUp's proprietary multi-leg construction tool and its single most distinctive feature. It allows punters to combine racing and sports selections from different events, different meetings, and different days into a single multi bet, with live odds updating dynamically as legs are added.
The tool is designed for racing multi bettors in particular. Key capabilities include:
- Combine thoroughbred, greyhound, and harness selections across all meetings in a single multi
- Add sports selections (AFL, NRL, cricket, soccer) alongside racing legs
- Live combined price calculation with each leg addition
- Quick-add buttons for popular selections without navigating between markets
- Saved multi templates for reuse
For punters who regularly build racing multis — a popular wagering strategy in Australia given the volume of daily race meetings — MultiBuilder is a genuinely useful tool that reduces the friction of multi construction compared to traditional racing bet slips.
Racing Coverage
Racing is PlayUp's strongest suit. Thoroughbred coverage spans all Australian metropolitan and provincial meetings, New Zealand racing, and selected international circuits including the UK, Ireland, France, Hong Kong, Japan, and the US. Pre-race and in-running markets are available on the majority of Australian metropolitan meetings.
Greyhound Racing
PlayUp's greyhound market depth is a notable strength. It covers all Australian state greyhound carnivals and offers earlier market open times than several national rivals on greyhound racing. For punters focused on the dogs, PlayUp is a useful account to hold alongside a primary bookmaker.
Harness Racing
Standard harness racing coverage across Australian states with win, place, each-way, and exotics available. Depth is competent but not exceptional relative to TAB or Sportsbet.
Best Tote
PlayUp does not offer a standard Best Tote guarantee across all racing. Best Tote availability is market-specific and is offered on selected thoroughbred meetings. Punters primarily chasing Best Tote on all racing would find TAB or Ladbrokes more consistent in this regard.
Sports Markets
PlayUp covers the full range of Australian domestic sports: AFL, NRL, cricket (Test, ODI, Big Bash), A-League, and NBL. International coverage includes English Premier League, UEFA competitions, NBA, NFL, MLB, tennis, and boxing. Esports coverage — including CS:GO, League of Legends, and Valorant — is available and is broader than most domestic rivals, reflecting the operator's technology orientation.
Market depth on mainstream sports is comparable to mid-tier Australian operators. Specialist or niche sports markets are less comprehensive than the major platforms. Same Game Multi (SGM) is available on AFL and NRL but the builder is less feature-rich than Sportsbet's equivalent.
Overround & Value
PlayUp's overround on mainstream sports sits in the 106–109% range, which is typical for Australian corporate bookmakers and slightly above the market average for domestic operators. On racing, margins are tighter — thoroughbred win markets at PlayUp typically run 108–112%, competitive with Neds and below Sportsbet's racing margins on the same meetings.
| Bookmaker | AFL Overround | NRL Overround | Racing Win | Best Tote |
|---|---|---|---|---|
| PlayUp | 107% | 107% | 108–112% | Selected only |
| Sportsbet | 109% | 109% | 110–115% | ✓ |
| Neds | 107% | 107% | 108–112% | ✓ |
| Ladbrokes AU | 107% | 107% | 108–112% | ✓ |
| Betfair Exchange AU | 100–102% | 100–102% | 100–102% | N/A |
Indicative overrounds based on typical market samples. Exchange figures exclude commission.
Cash Out
Cash out is available on selected sports and racing markets at PlayUp. Both full and partial cash out are supported where the feature is active. Market coverage for cash out is narrower than the largest domestic operators — it is typically available on mainstream AFL, NRL, and soccer events and on win multis with a racing component. Not all markets offer the feature, and availability can be withdrawn mid-event.
Platform & Mobile App
PlayUp's mobile app is available on iOS and Android. The racing interface is well-designed with a clean runner form display, barrier draw information, and recent form figures presented alongside odds. The MultiBuilder tool is the highlight of the desktop and mobile experience alike.
The overall platform is functional but trails the largest operators (Sportsbet, Neds) in polish and loading speed. Navigation between racing and sports can feel less seamless than the market leaders. The app has improved substantially since the 2019 launch but is best described as competitive rather than best-in-class for UX.
Customer support is available via live chat and email. Response times during peak racing periods are generally adequate, though slower than Sportsbet's dedicated support teams during major carnival periods.
Promotions
PlayUp operates under Australia's National Consumer Protection Framework (NCPF), which prohibits sign-up bonuses for new customers. Ongoing promotions for existing customers include bet boosts, multi insurance on selected events, and feature race specials. The promotions calendar is lighter than the major operators but notable for the independence of the operation — there is no global promotional budget behind PlayUp.
Responsible Gambling
PlayUp is registered with BetStop — Australia's national self-exclusion register, which enables customers to exclude from all licenced Australian wagering operators simultaneously. Customers registered with BetStop cannot open or use a PlayUp account.
Additional responsible gambling tools available at PlayUp include deposit limits, time-out periods, and self-exclusion direct from the account. The Gambling Help Online service (1800 858 858) provides free and confidential support for anyone concerned about their gambling or that of someone they know.
Pros & Cons
Pros
- Fully Australian-owned and independent
- MultiBuilder is a best-in-class racing multi tool
- Strong greyhound market depth and early markets
- Competitive racing margins
- Esports coverage broader than most domestic rivals
- NTRC licensed and BetStop registered
Cons
- No live streaming
- No guaranteed Best Tote across all racing
- Platform UX trails market leaders
- Sports market depth below Sportsbet or Bet365
- Promotions calendar lighter than large operators
- Account restrictions possible on sharp racing
Detailed Ratings
Verdict
PlayUp is the best option for Australian punters who specifically want to support and use an independent domestic bookmaker. Its MultiBuilder tool is the strongest racing multi construction interface available on any domestic platform, and its greyhound market depth sets it apart from larger rivals. For punters whose primary wagering is racing multis and greyhound betting, PlayUp deserves a place in the portfolio alongside a mainstream operator.
Where PlayUp falls short is in areas where scale matters: live streaming is absent, Best Tote is not universally guaranteed, and the sports product depth is below what Bet365 or Sportsbet offer for international markets. These are constraints of being an independent operation without a global platform to draw on.
The ideal PlayUp customer is a racing-focused punter, particularly one with a greyhound or harness interest, who values the MultiBuilder tool and the independence of the operator. As a secondary account for racing multi building, PlayUp is an excellent choice. As a sole primary bookmaker for sports-first punters, larger rivals offer more coverage.