US strategic integration

PlayUp's NJ and Colorado sportsbooks integrate Paysafe's payments solutions

Laila Mintas, CEO of PlayUp USA; and Zak Cutler, CEO of North America iGaming at Paysafe.
Reading time 1:47 min
The online sports-betting brand will use Paysafe’s unified payments solution and marketing services to optimize player acquisition and retention in New Jersey and Colorado markets. The deal also includes the launch of an Income Access' software affiliate program, which will provide the company guidance and access to an affiliate network to optimize player acquisition.

Specialized payments platform Paysafe announced Tuesday a new partnership with PlayUp, an online betting entertainment and technology group, which has plugged into Paysafe’s unified payment technology, providing players in New Jersey and Colorado with payment solutions, while strengthening acquisition with a planned affiliate program powered by Income Access, Paysafe’s marketing technology and services provider. 

After launching in Colorado in March and recently entering New Jersey on the back of a partnership with the NHL’s New Jersey Devils, PlayUp has now connected to Paysafe through a single, streamlined integration that provides a comprehensive suite of depositing options for players to wager on its site or mobile apps. Payment methods span traditional credit and debit card payments, processed through Paysafe’s gateway, to alternative payment methods such as the Skrill USA digital wallet and paysafecard and Paysafecash eCash solutions.

Under the terms of this agreement, PayUp will boost player acquisition through Income Access’s software affiliate program, counting with the support of Income Access’ marketing experts. The sportsbook will receive guidance and plug into an expansive affiliate network to further optimize player acquisition as the sportsbook expands across the United States. This program is scheduled to launch later in Q4.

Whether via digital wallet or ACH bank transfer, customers now have access to a complete range of payout options for their winnings. 

In an official press release, Zak Cutler, CEO of North America iGaming at Paysafe, spoke about this new partnership and said: “We’re delighted to partner with PlayUp for their launch in New Jersey and Colorado. This is an exciting opportunity to provide elevated support for a brand that already has a global presence. We’re confident that the combination of our unified payments solution, with its focus on streamlining the payments experience for operators and their customers, and affiliate marketing support from Income Access will amplify PlayUp’s success in the U.S. market.”

Laila Mintas, CEO of PlayUp USA, also commented: “As a premium brand entering into a very competitive marketplace, it is crucial for us to partner with leading and world-class suppliers. Paysafe is key for us in meeting our regulatory and compliance standards but also providing our customers with a simple, safe, and secure payment gateway”. 

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