[up|raise] the ante

to increase the price of something

The idiom "up the ante" has its origin in gambling, particularly in poker games. In poker, the term "ante" refers to the initial bet that all players must place into the pot before the hand is dealt. It is used to describe a situation where someone increases the level of commitment, intensity, risk, or demand in a particular context.

In negotiations, the company decided to up the ante by offering additional benefits to potential employees.
The competition was fierce, and to win the contract, they had to raise the ante and make a more compelling proposal.
The political candidate raised the ante by making bold promises and presenting ambitious plans for the future.
The restaurant decided to up the ante by introducing a new menu with exotic dishes to attract more customers.

to add to the risks or demands of a competition, dispute, etc. that will lead to either more benefits or losses

The phrase "up the ante" is an idiomatic expression that originates from the world of gambling, particularly poker. In poker and other card games, the "ante" is a small bet that each player must make before the cards are dealt. Figuratively, this expression is often used someone wants to intensify a situation or challenge in pursuit of greater rewards.

To win the contract, the company decided to up the ante by offering a lower price.
The negotiations were getting too comfortable, so he raised the ante with a counterproposal.
The team decided to up the ante by working overtime to meet the tight deadline.
In the final round of the competition, she raised the ante by performing a challenging routine.
To stand out in the job market, he knew he had to raise the ante by acquiring more skills and qualifications.