ante
noun [ S ]
uk/ˈænti/ usan amount of money that each person must risk in order to be part of a game:
a $30 ante
up the ante (also raise the ante)
to increase your demands or the risks in a situation:
The question for both sides is how far to up the ante.
Lenders continue to up the ante with generous new rates, bonuses, and introductory offers.