Fanatics has announced it will serve as the new platform provider for the United Arab Emirates Lottery and become the nation’s first approved iGaming operator. This marks the company's initial expansion into gaming outside the United States and its first venture into the lottery sector worldwide.
On Monday, Fanatics revealed a strategic joint venture with Momentum Group, whose subsidiaries operate the UAE Lottery and the Play 971 online gambling platform. Under this partnership, Fanatics will provide its betting and casino technology to these licensed platforms, which will officially come under the joint venture’s management.
The primary goal is to enhance Momentum’s current licensed gaming activities in the UAE, which encompass lottery, online casino, sportsbook, and content websites, while also improving access to high-quality regulated gaming products within the country.
**Who is Fanatics' new partner, Momentum Group?**
Momentum Group is an entertainment, technology, and commercial gaming company based in Abu Dhabi. Its subsidiaries, The Game LLC and Coin Technology Projects LLC, oversee the UAE Lottery and Play 971, respectively.
The Game LLC won the UAE Lottery tender in July 2024, overseen by the General Commercial Gaming Regulatory Authority (GCGRA), then led by Kevin Mullaly, who is now the CEO of the International Association of Gaming Regulators (IAGR). Under Mullaly's guidance, the GCGRA established a comprehensive gaming regulatory framework to foster a competitive market. Shortly after his departure, Play 971 launched in November as the UAE’s first fully licensed and regulated iGaming site, and it added sports betting earlier this year.
Currently, Coin Technology Projects operates the UAE’s only approved online sportsbook and casino, sharing the same address as The Game. As of now, the GCGRA, headed by former Crown Resorts CEO Ciarán Carruthers, recognizes just one other licensed gaming operator: the forthcoming Wynn Al Marjan Island resort, slated to include a land-based casino when it opens in 2027.
**The Game pivots from proprietary tech to Fanatics**
Initially, The Game relied on an in-house, proprietary technology platform for its UAE Lottery operations, sourcing content from providers like EQL Games. However, it now seems to be shifting toward collaborating with a prominent operator in sports betting and iGaming. While Fanatics' direct-to-consumer operations in the U.S. have experienced swift growth, the company lacks a presence in the lottery sector and has no operational markets beyond the U.S.
Fanatics confirmed that the GCGRA has approved the change in control over Momentum’s licensed entities, but its branding will not appear on the B2C platform. Therefore, users shouldn’t anticipate seeing names like "Fanatics Emirates" in the near future.
For Fanatics, partnering with Momentum allows entry into a market seen as having significant growth potential. The company has previously expressed interest in international expansion, with Canada mentioned as a prospective target. For now, their B2B activities in the UAE—along with the move into the lottery field—will serve as a foundation for future global growth.
“The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like,” said Conor Grant, President of Fanatics Gaming. “We are entering this market for the long term, committed to building something genuinely category-defining together.”
Scott Burton, Chief Operating Officer of Momentum Group, highlighted that this joint venture reflects his company’s confidence in the UAE's regulated commercial gaming market. “Combining Momentum’s regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term,” he stated.
SBC Americas attempted to contact Momentum and The Game for further details on the joint venture but had yet to receive a response.
