PlayUp set to be rebranded to NextBet in major Aussie shakeup
PlayUp customers are set to be shifted onto a new platform under the emerging NextBet banner following a strategic acquisition and rebranding push.
NextBet, a newly launched wagering group that entered the Australian market in 2025 by acquiring CrossBet, is now moving to integrate PlayUp’s Australian operations into its broader business strategy.
The deal comes amid a broader consolidation trend in the domestic betting market where smaller operators are combining to improve scale and efficiency.
For customers, the immediate practical impact involves a phased migration from the PlayUp platform to NextBet’s systems, beginning around March 1:
- customer accounts and access will be transferred to the new NextBet platform under the NextBet brand
- users can expect to retain their account history, login credentials and ongoing bets, with continuity of service through the transition period
- day-to-day features such as deposits, withdrawals, markets on sports and racing, and live betting are expected to continue without interruption during the migration
NextBet’s leadership says the rebrand and platform consolidation will be part of an effort to build a stronger combined operator that can offer competitive odds, a broader range of products and enhancements in technology over time. This is aligned with NextBet’s stated strategic vision of uniting smaller “tier-two” bookmakers under a single, more efficient and technology-driven wagering brand.
Officials have emphasised there should be no disruption to customer access or account operations during the migration, although users are encouraged to familiarise themselves with any new terms of service or updated user interfaces once the transition is complete.
NextBet is yet to announce whether CrossBet will remain as a stand-alone bookmaker brand in Australia, or be folded into the NextBet website, which is expected to launch on March 1.
While NextBet.com operates internationally, notably in Asia, it is unclear whether the same entity is behind the Australian company which is set to launch on the NextBet.com.au website, where a placeholder currently says “coming soon”.
