Momentum Group, the first gaming licensee in the United Arab Emirates (UAE), has unveiled a joint venture with Fanatics aimed at advancing commercial gaming in the region. While financial details of the partnership remain undisclosed, all existing commercial gaming licenses and operations under Momentum will be included in the venture. The General Commercial Gaming Regulatory Authority (GCGRA) has already approved this change in control, affecting entities like the UAE Lottery and the online gaming platform Play971.
Fanatics will contribute its product and technology expertise, leveraging its experience in the US to enhance Momentum's operations. Together, the two companies plan to invest in technology, improve customer experiences, and develop new responsible gaming measures.
Scott Burton, COO of Momentum Group, expressed confidence in the partnership, stating, “The UAE has built one of the world’s most carefully regulated commercial gaming markets, and this joint venture is a reflection of the confidence that brings.” He emphasized that combining local expertise with Fanatics’ global reach positions the venture well for future growth.
The collaboration comes as Momentum has gained significant traction in the UAE gaming landscape. Since securing the rights to operate the UAE Lottery in July 2024 through its subsidiary The Game LLC, the lottery launched in December 2024. Another notable achievement occurred in November 2025, when Play971 became the UAE's first fully licensed iGaming site, expanding to include sports and race betting in June 2026.
According to Philippa Bowland, Momentum’s commercial director for iGaming, initial responses from players have instilled confidence in the opportunities ahead and the role of Play971 in shaping the emerging market. Burton characterized the deal with Fanatics as “the natural next step” in expanding the UAE’s gaming ecosystem, noting its maturation and the benefits of partnering with a global operator like Fanatics.
Fanatics’ entry into the UAE marks its first international move outside the US. Fanatics’ president of gaming, Conor Grant, highlighted that they would only seek international expansion in the presence of a suitable market and partner. He described the UAE as a promising newly regulated market, complemented by Momentum’s extensive local knowledge and commitment to responsible practices.
Grant stated that this joint venture is not merely a collaboration with one subsidiary; it encompasses Fanatics' entire sports ecosystem. He underscored the goal of creating engaging experiences that go beyond simple wagering. “We have proven in the United States that we can build a gaming platform that is fast, secure, and rewarding,” he added, noting the ambition to connect gaming with FanCash, collectibles, and merchandise uniquely.
Player protection has been a priority since the establishment of the GCGRA in September 2023, which has emphasized innovative regulations prioritizing consumer safety. Burton explained that responsible gaming measures are core features of all products from the outset. Both the UAE Lottery and Play971 implement features like deposit limits, time-outs, and self-exclusion, while ensuring players meet legal age requirements—18 for the lottery and 21 for iGaming and sports betting. Additionally, Momentum employs local resources like the mental wellbeing platform Takalam to assist players facing challenges with gambling.
Burton remarked that the goal is to make commercial gaming a safe and sustainable entertainment option, providing a legitimate alternative to unregulated sites. He believes the combined efforts of a strong regulatory body and Momentum’s dedication as an operator distinguish the UAE market.
Grant added that the collaboration allows for knowledge exchange, with Fanatics bringing experience from the US and Momentum offering valuable insights into local customer relationships.
With the landscape evolving, the UAE Lottery and Play971 have both launched against a backdrop of significant developments, such as the construction of Wynn Resorts’ Wynn Al-Marjan Island in Ras Al-Khaimah, set to open next year. This property received the UAE's first commercial gaming license in October 2024, though opening dates may shift due to external geopolitical circumstances.
Ciarán Carruthers recently took over as the CEO of the GCGRA, succeeding Kevin Mullally. Under the UAE’s regulations, each Emirate is permitted one land-based gaming facility license, one internet gaming license, and one sports wagering license. While MGM Resorts has expressed interest in the UAE market, few other companies have announced plans to enter. Jim Murren, chair of the GCGRA, suggested in 2024 that new licensees may emerge gradually over the next five to ten years as the market continues to develop.
