To emphasize or highlight something, often to make it seem more important or significant. The company played up its environmental initiatives to attract eco-conscious consumers.
To exaggerate or overstate the importance or impact of something. The media tends to play up the risks associated with the new technology.
To behave in a way that causes trouble or annoyance. The children were playing up during the long car journey, making it difficult for the parents to concentrate.
To malfunction or not work properly. My computer has been playing up all morning, and I can't get any work done.