The phrase "ups 'em" is often used to refer to raising the stakes or increasing the level of competition in a game or activity. There are several synonyms that can be used to convey a similar meaning, including "raises the bar," "elevates the game," "turns up the heat," "intensifies the challenge," and "escalates the competition." These phrases all suggest a desire to push oneself or others to perform their best and achieve a higher level of success. Whether you are playing sports, engaging in a friendly competition with friends, or seeking to improve your own skills, these synonyms can help you describe the process of striving for greatness.