Momentum Group, recognized as the United Arab Emirates' (UAE) first gaming licensee, has formed a joint venture with Fanatics to advance commercial gaming activities in the region. Although the financial terms of the agreement have not yet been disclosed, it will encompass all of Momentum's existing commercial gaming licenses and operations. The General Commercial Gaming Regulatory Authority (GCGRA) has approved this change in control, which includes the UAE Lottery and the commercial gaming platform, Play971.
Fanatics contributes its product offerings, technology, and expertise in rapid expansion within the U.S. to this new partnership. Together, Momentum and Fanatics will invest in technology, product enhancement, and customer experience, focusing on new responsible gaming initiatives and player protection.
According to Scott Burton, the chief operating officer of Momentum Group, this venture reflects the UAE's carefully regulated commercial gaming landscape. He stated, "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."
Burton emphasized that the combination of Momentum's regional expertise with Fanatics' global product capabilities positions the partnership to grow effectively as the market develops.
Since securing the rights to operate the UAE Lottery in July 2024, Momentum Group has established itself as a key player in the emerging gaming market. The lottery, managed by its subsidiary The Game LLC, was launched in December 2024. Another significant development occurred in November 2025 when Play971 became the first fully licensed iGaming site in the UAE, initially focusing on iGaming, and adding sports and race betting in June 2026.
Play971 will be one of the platforms operated under the Momentum Fanatics joint venture. When discussing the site's early performance following its sports betting launch, Philippa Bowland, Momentum's commercial director for iGaming, remarked that the response from players indicated a promising outlook for Play971 in this developing sector.
Burton described the partnership with Fanatics as “the natural next step” for Momentum as it aims to enhance the UAE gaming ecosystem. He noted that as the regulated commercial gaming sector matures, collaborating with a reputable global operator like Fanatics enables them to deliver advanced products and technology to players in the UAE.
Fanatics' entry into this joint venture also marks its first move beyond the U.S. market. Conor Grant, Fanatics' president of gaming, mentioned, "We have always said we would only expand internationally when we found the right market and the right partner. The UAE offers both a newly regulated market with a long-term vision for commercial gaming and Momentum, a trusted local operator with deep market knowledge."
The partnership does not merely engage one of Fanatics’ subsidiaries but encompasses the entire sports ecosystem that Fanatics supports. Grant noted that the aim is to create enriching experiences that foster fan engagement rather than merely presenting wagering as an isolated product.
Although Grant refrained from revealing specific product rollouts, he did express optimism about developing unique connections among gaming, FanCash, collectibles, and merchandise that competitors would find difficult to imitate.
Robust player protection is a priority for the partnership. Since the GCGRA's establishment in September 2023, it has focused on creating a flexible regulatory framework with an emphasis on safeguarding players. Burton pointed out that protections are integral to all products from the outset. Both the UAE Lottery and Play971 incorporate features such as deposit limits, time-outs, and self-exclusion options, as well as secure identity verification to ensure compliance with age restrictions—18 for the lottery and 21 for iGaming and sports betting.
Additionally, local technology, including the mental wellness platform Takalam, is employed to assist players whose gambling activities may become unsustainable.
Burton asserted, "The aim throughout is to make commercial gaming a safe and sustainable form of entertainment, and a trusted alternative to unregulated sites, with real guardrails in place."
The combination of a strong regulatory body and Momentum's commitment as an operator distinguishes the UAE gaming market. Grant elaborated that the joint venture provides a chance for mutual learning, with Fanatics bringing experience from highly regulated U.S. markets while Momentum contributes invaluable local insights. Together, they will investigate new methods to support customers and promote responsible gambling through technology and data.
The launch of the UAE Lottery and Play971 coincides with Wynn Resorts working on its Wynn Al-Marjan Island project in Ras Al-Khaimah, set to debut next year. Wynn secured the first commercial gaming license in the UAE in October 2024 and plans to open in the first quarter of 2027, although this timeline may shift due to ongoing geopolitical tensions.
Ciarán Carruthers, the new chief executive of the GCGRA, assumed his role earlier this month, replacing Kevin Mullally. The UAE's regulatory framework allows for one land-based gaming facility license per Emirate alongside one internet gaming and one sports wagering license.
Aside from MGM Resorts, which has expressed ambitions for the market, few companies have publicly disclosed intentions to pursue opportunities in the UAE. GCGRA chair Jim Murren previously suggested in 2024 that additional licensees will emerge over the next five to ten years as the market develops.
