Horse racing holds a significant place in the Gulf region, deeply woven into its culture and heritage, bolstered by substantial investment and prestigious international events. However, until recently, the United Arab Emirates lacked a critical aspect common in racing jurisdictions like Britain and Australia: legal wagering. This changed in June 2026 when Abu Dhabi-based Play971 launched the UAE's first licensed sports-wagering and iGaming platform, following the introduction of its iGaming proposition in November 2025.
The launch signifies more than just a new way for racing fans to interact with the sport; it marks a pivotal development in establishing the UAE's regulated commercial gaming market. At the forefront of this initiative is the General Commercial Gaming Regulatory Authority (GCGRA), which oversees the country's evolving gaming framework. Play971 has been developed within this regulatory structure, as detailed by Philippa Bowland, the brand's commercial director for iGaming.
"Launching the UAE's first and only licensed sports wagering and iGaming platform has been a significant undertaking," Bowland states. She adds, "Beyond the platform itself, we were establishing an entirely new category of regulated entertainment."
The company behind Play971, Momentum, also operates the UAE Lottery and collaborated closely with the GCGRA to create a platform centered on compliance and consumer protection. Utilizing locally licensed payment providers and gaming content certified by Gaming Laboratories International (GLI), the platform's design emphasizes safety and legality.
Bowland notes that the challenge extended beyond technology alone. "Building the first regulated commercial gaming platform in the UAE means, by definition, that there is no existing blueprint to follow," she explains. "Every decision, from regulatory compliance to player onboarding, payment infrastructure to content localization, had to be constructed carefully from the ground up, aligned with the GCGRA's framework."
Education plays a crucial role in introducing regulated gaming in the UAE, where operators must highlight the importance of regulation. Bowland emphasizes, "Commercial gaming is a new and formally regulated category in this market." Part of Play971's mission is to help players understand what a licensed platform entails and the player protections it offers compared to unregulated options.
The response from consumers has been positive. Since its announcement, Play971 reports strong growth in registrations and interest. "What has been most encouraging is the appetite from players who, until now, simply had no legitimate, locally rooted option available to them," Bowland remarks. "That demand was always there. Play971 is the answer to it."
The introduction of horse racing wagering is particularly noteworthy due to the sport's enduring popularity in the region. Bowland notes, "Horse racing in this region has always been more than a sport – it commands genuine passion and has produced world-class events that draw global attention. Play971 adds a new dimension to that already vibrant scene."
The primary significance of this development lies in providing a legal and regulated way for fans to engage with horse racing. "For the first time, wagering on horse racing is possible, legal and safe through a fully licensed and regulated platform," Bowland states. "This is a significant moment."
This distinction is critical as Play971 enters a market where the regulatory landscape may offer a competitive edge. The company’s messaging has focused on trust, transparency, and consumer safeguards rather than solely promoting betting products. "We are giving fans who want to engage more deeply with the sport a trusted and protected way to do so," Bowland asserts.
Abu Dhabi was chosen for the launch due to its established relationship with horse racing and the location of Play971’s operations. Bowland explains, "Horse racing in the UAE has long been an established and celebrated sport. What Play971 brings is something new: for the first time, fans can legally and safely wager on it through a fully licensed, regulated platform. As the home of our licensed operations, Abu Dhabi was a natural starting point."
The platform aims to resonate with the UAE’s diverse population, which comprises over 200 nationalities. Bowland highlights the diverse interests among sports fans in the country, stating, "Our player base reflects the diversity of the population it serves, from South Asian fans passionate about cricket to European expats who closely follow football and racing."
In addition to sports betting, Play971 will offer casino-style games, proprietary titles, and live-dealer products from its Abu Dhabi studio. However, Bowland clarifies that the strategy isn't focused on aggressive cross-selling. "The approach is not about pushing players from one product to another, but about offering a complete entertainment experience."
Initial interest in the platform has exceeded expectations, particularly during major sporting events. Bowland notes, "The level of interest, particularly ahead of football's biggest global stage, reflects growing engagement with regulated entertainment experiences and the importance players place on trust, transparency, and consumer protection."
Despite these encouraging signs, it’s still too early to gauge the long-term size of the market since the UAE’s commercial gaming framework is still developing. "We are still at the beginning of our journey," Bowland reflects, emphasizing the confidence emerging from early responses and the role Play971 can play in this new category.
Momentum’s focus remains on expanding offerings around sports with strong regional followings, like horse racing, cricket, Formula One, UFC, and football. Bowland shares that their ambitions extend beyond a single platform, aiming to support a well-regulated ecosystem and introduce new regional offerings while maintaining global relevance.
"We launched in June 2026, the culmination of considerable work building something we believed in, navigating complexity and solving challenges without a roadmap, because this had simply never been done before in this region," she explains. The broader impact of this initiative may reflect the UAE’s evolving regulatory landscape, creating a legal channel for a pre-existing audience passionate about horse racing. As Bowland concludes, "More than anything, we felt a quiet recognition that we were adding a genuinely new dimension to a sport that deserved it – and the sense of responsibility that goes with it."
