up the ante
idiom

- to raise the cost or risk of an activity

Cambridge Dictionary of American Idioms

---
Up the ante is a poker expression that refers to increasing one's bet. The "ante" in this case is a pre-determined sum of money that each player is required to put in prior to playing each hand. The accumulated bets are referred to as "the pot".

Some other card game idioms are:

- to hold all the cards = to be in a strong position when you are competing with someone else, because you have all the advantages (If you are negotiating to buy a new car, don't forget that as the buyer you are holding all the cards.)

- to have an ace up your sleeve = to have some hidden knowledge or plan that could be the deciding factor in your success (We still have a chance to win the contract because we have an ace up our sleeve.)

- to play your cards close to the chest = to be secretive and cautious about something (He's a good negotiator because he likes to play his cards close to his chest.)

---
SYNONYM

raise the stakes

---
Practice OWAD in a conversation:

"The competition has UPPED THE ANTE by lowering their prices by 10%."