Horse racing has always held a unique significance in the Gulf region, woven into the cultural fabric of communities and supported by extensive investments as well as prestigious events. However, until recently, one crucial element shared by racing jurisdictions around the world—legal wagering—had been noticeably absent from the United Arab Emirates.
That changed in June 2026 when Play971, based in Abu Dhabi, became the UAE's first licensed sports-wagering and iGaming platform by offering horse racing betting. The platform's iGaming services were launched in November of the previous year, as noted by iGB, and the betting component followed in June.
This development is noteworthy not just for providing racing fans with a novel way to connect with the sport but also for signaling that the UAE's regulated commercial gaming market is beginning to take form.
Central to this initiative is the General Commercial Gaming Regulatory Authority (GCGRA), the body responsible for overseeing the country's growing gaming framework. Play971 was developed within this system, and Philippa Bowland, the brand's commercial director for iGaming, emphasized that the effort required innovation in an area with little existing precedent. Bowland has a background that includes senior roles at global gaming operators like Pinnacle Sports, Flutter Entertainment, and Entain.
"Launching the UAE's first and only licensed sports wagering and iGaming platform has been a significant undertaking," she stated. "Beyond the platform itself, we were establishing an entirely new category of regulated entertainment."
The challenges faced by Play971 extended beyond just technological hurdles. Momentum, the company behind Play971 and the UAE Lottery, worked closely with regulatory authorities to ensure the platform was designed with compliance and consumer protection in mind. The company employs locally licensed payment providers, and its gaming content has been tested and certified by Gaming Laboratories International (GLI), a certifier recognized by the GCGRA.
Bowland noted that the task of building the first regulated commercial gaming platform in the UAE came with no established model to follow. "Every decision, from regulatory compliance to player onboarding, payment infrastructure to content localization, had to be constructed carefully from the ground up, in close alignment with the GCGRA's framework," she explained.
Player education became an essential part of the launch. With regulated commercial gaming being a new concept in the UAE, operators needed to clarify what they offered and the importance of regulation. "Commercial gaming is a new and formally regulated category in this market," Bowland remarked. She pointed out that part of Play971's role has been to help players understand "what a licensed platform means, the player protections it affords, and why it is meaningfully different from unregulated alternatives."
According to the company, consumer response has been positive. Since the 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 said. "That demand was always there. Play971 is the answer to it."
The introduction of horse racing wagering carries particular significance as the sport already holds a prominent place in the region's athletic landscape. Unlike some betting markets reliant on imported sports, horse racing is deeply rooted in local culture. "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," Bowland stated. She believes Play971 will enhance this existing vibrant scene.
The essence of the development lies not just in the sport itself, but in the newly established framework through which fans can engage with it. For the first time, legal and safe wagering on horse racing is possible through a fully licensed and regulated platform. Bowland underscored the significance of this moment, stating, "This is a significant moment."
This distinction positions Play971 favorably in a market where regulatory compliance may serve as a competitive edge. The company focuses on messaging around trust, transparency, and consumer protections rather than solely on betting products. Bowland noted, “Regulated wagering enhances rather than changes the racing experience. We are giving fans who want to engage more deeply with the sport a trusted and protected way to do so."
The choice of Abu Dhabi as the launch site also raises questions. Bowland explained that the Emirate was selected due to horse racing's longstanding significance in the UAE and the location of Play971's licensed operations. "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 operating under the GCGRA's framework. As the home of our licensed operations, Abu Dhabi was a natural starting point."
Reflecting the diversity of the UAE, the platform's target audience encompasses over 200 nationalities. Sports interests among residents vary widely, with cricket being popular among South Asian communities and horse racing favored by many European expatriates. "Our player base reflects the diversity of the population it serves," Bowland noted, highlighting that customers range from passionate cricket fans to football and racing enthusiasts.
Along with sports wagering, customers on Play971 can access a variety of casino-style games, proprietary titles, and live-dealer products streamed from the company's Abu Dhabi studio. Bowland emphasized that the strategy does not focus on aggressive cross-selling but rather on offering a comprehensive entertainment experience.
The early indications from Play971 have been promising. Bowland noted that interest has surpassed expectations, especially surrounding major sporting events. "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," she said.
Nonetheless, it remains too early to gauge the long-term size of the market, as the UAE's commercial gaming framework is still developing and both operators and regulators are navigating uncharted waters. Bowland acknowledged this, stating, "We are still at the beginning of our journey, but the early response gives us confidence in both the opportunity ahead and the role Play971 can play in shaping this new category."
For now, Momentum is concentrating on expanding its offerings around sports with strong regional followings, including horse racing, cricket, Formula One, UFC, and football. Bowland added that the company's ambition reaches beyond just establishing a single platform. "We remain focused on contributing to the local economy, supporting a well-regulated ecosystem, introducing regional firsts, and maintaining global relevance," she stated.
The launch was the result of years of preparation. "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," Bowland remarked.
The broader implications of this project may reflect the UAE's evolving regulatory landscape more than the betting product itself. Horse racing already had a significant following, and the innovation lies in creating a legal channel for that audience to engage with the sport. As Bowland succinctly put it: "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."
The future of this market as a major commercial opportunity remains uncertain. However, for the UAE and the international industry monitoring these developments, the launch of regulated horse racing wagering signifies a landmark moment.
