PlayUp doubles down against corruption in sport with U.S. Integrity partnership

By Will Mossa,    Member News

PlayUp doubles down against corruption in sport with U.S. Integrity partnership

Premium betting entertainment and technology company bolsters American-based offering with leading data monitoring supplier.

LAS VEGAS, NV (February 2021) – Strengthening its position as a category leader in the U.S., PlayUp today announced a strategic partnership with U.S. Integrity Inc. (USI), the leading data-driven analytics company which monitors match-fixing, game manipulation, and other unethical or illegal betting-related activity.

The agreement with USI will support PlayUp’s commitment in the U.S. to exhibit best practice compliance practices as it grows its U.S. operations. Already licensed in New Jersey and Colorado, PlayUp has aggressive growth plans for market access and the breadth of its product offering. The company is well regarded as a product, service and compliance thought leader in online sports betting, horse racing, and daily fantasy sports in Australia, New Zealand, in addition to its rapidly growing U.S. presence.

U.S. Integrity’s proprietary product analyzes dozens of data sets including account-level wagering detail – a unique differentiator that is delivered to USI directly from sportsbook partners – to proactively identify potentially suspicious wagering activity and irregular contest-level patterns for customers across the domestic sports betting market. In addition, the company provides technology services to leagues, teams, athletic conferences, and universities, as well as sportsbook operators.

Dr. Laila Mintas, PlayUp USA CEO, said “USI is the perfect partner to support our growth in the U.S. As a premium brand in the U.S., it’s important for us to align with the most forward-thinking partners. USI is doing very important work to safeguarding the integrity of sports competitions which is certainly a very high priority, and we are fully dedicated to work hand in hand with USI to safeguard sports from unethical or illegal activity.”

Matthew Holt, CEO and Co-Founder of U.S. Integrity, said his firm is always building on its alliances and data entry points to improve its standing in the industry and PlayUp will add to those efforts. “These are very bullish times for the sports betting industry in the U.S. PlayUp is a great example of how world-class international brands are coming to the U.S. We are excited about how we can learn from each other with this partnership.”

Press inquiries, please contact:

Scott Sadin
Chief Operating Officer, U.S. Integrity

Kevin Smith
SVP, Marketing, PlayUp US

About U.S. Integrity

U.S. Integrity is a leading technology-driven sports wagering monitoring company, providing the highest level of protection against betting-related fraud and corruption. USI’s mission is to grow the legal, regulated sports betting market by providing solutions that ensure sports betting integrity in every play, every game, every sport. USI partners with a number of the largest professional sports leagues and collegiate conferences in the U.S., as well as licensed sports betting operators and regulators. USI is based in Las Vegas and New York. For additional information, visit

About PlayUp

PlayUp is a premium betting entertainment and technology group that enriches the lives of people through entertaining, rewarding and responsible online betting. We develop innovative online betting technologies in-house to power our brand and deliver world-class user experiences. Our energies are focused on fulfilling the needs of dedicated and passionate users who seek a deeper connection to the games they play.

Today, we successfully operate and power a highly scalable and robust, cloud-based online betting platform that unifies the world’s favorite betting products including Fixed Odds Sports Betting, Fixed-Odds Racing (Horses and Greyhounds) and Esports. Additionally, we offer Daily Fantasy Sports (DFS), a competitive format of peer-to-peer online betting, where we host Australia’s largest and indeed some of the globe’s biggest DFS prize pools.

We hold betting licenses in multiple jurisdictions and currently operate in the U.S., Australia, New Zealand and India.