PlayUp sportsbook is on its way to Indiana.

The Australian-based company is already live in Colorado, and just signed a market access deal to come to the Hoosier State.

There are already a dozen online sportsbooks to pick from in Indiana, and PlayUp will join that growing list before long.

PlayUp Indiana working with Caesars

Online sportsbooks have to pair up with a retail casino before they can open for business in Indiana.

DraftKings Indiana works with Ameristar East Chicago, FanDuel Sportsbook works with Blue Chip Casino, and so on.

PlayUp’s new deal with Caesars is what’s giving the sportsbook the market access it needs.

Caesars currently owns the following casinos in Indiana:

• Horseshoe Hammond
• Caesars Southern Indiana
• Indiana Grand Casino
• Harrah’s Hoosier Park

Hammond will be sold before the end of the year, and Caesars Southern already has a buyer in place.

That means that PlayUp will eventually be partners with either Indiana Grand or Hoosier Park.

Caesars has been working quickly to add sportsbook partners to both casinos.

888sport will become Hoosier Park’s first online partner once it eventually launches in Indiana.

MaximBet and fubo Sportsbook also have deals with Caesars.

Just like PlayUp, both of those sportsbooks will end up working with Indiana Grand or Hoosier Park.

Tons of Indiana sportsbook options

Six new Indiana mobile sports betting apps opened for business last year.

This year isn’t even halfway over, and Indiana is already on pace to top that number for 2021.

WynnBET’s April launch made it the first new online sportsbook to join the market this year.

Barstool Sportsbook and Betway both debuted just a month later.

Five more betting apps are already in the pipeline for launch:

• SBK Sportsbook
• 888sport
• fubo Sportsbook
• MaximBet
• PlayUp

The first four on that list will be coming to Indiana before the end of the year.

If PlayUp manages to keep pace, then Hoosiers will have 17 different sportsbooks to pick from by 2022.

That’s great news for gamblers in the state, but how does PlayUp plan to compete with all of these other companies?

PlayUp makes odds the priority

Indiana’s market grows more competitive with every new sportsbook that opens for business.

Well-known gambling companies like Caesars and MGM at least started with some level of brand recognition when they entered the sports betting side of the business.

PlayUp will not have that advantage.

Like other new sports betting brands, PlayUp will have to find a way to make a name for itself.

PlayUp CEO Laila Mintas says that the sportsbook will be focusing on its odds to make that happen.

“From our perspective it makes sense to go in aggressively and offer the best odds in the market,” Mintas recently said during the SBC Digital North America conference.

She hopes that having the best odds in the market will differentiate the brand from its competitors, rather than focusing on other player offers.

PlayUp new customer bonus in Indiana

Most sportsbooks try to attract new gamblers by offering flashy sign-up bonuses.

Those deals usually offer a large amount of site credit if a gambler signs up and deposits a certain amount of money into their account.

PlayUp is taking a different route to try and snag new gamblers.

According to Mintas, the sportsbook will be avoiding those large bonuses to focus on profitability.

“Most of the bigger guys, they’re so far away from being profitable. Spending hundreds of millions every year, so our business model works differently from them. We don’t want to compete with that, we just want to be different and more innovative and think outside the box when it comes to that.”

You won’t find a big sign-up bonus when PlayUp launches in Indiana, but you will find competitive betting odds.

The company is hoping that those odds will be enough to turn the heads of gamblers around the country.

Better odds help gamblers make more money off of their wagers, which is never a bad thing from the consumer perspective.

We won’t know until the sportsbook starts taking wagers, but an odds-focused approach could be the difference maker that PlayUp needs to stand out in Indiana’s market.