Momentum Group, the first gaming licensee in the United Arab Emirates (UAE), has formed a joint venture with Fanatics to expand commercial gaming in the region. While the specifics of the deal have not been disclosed, this new partnership will incorporate all of Momentum’s existing gaming licenses and operations. The General Commercial Gaming Regulatory Authority (GCGRA) has granted permission for this control transition, which includes assets like the UAE Lottery and the commercial gaming platform Play971.
Fanatics enters this venture equipped with its product technology and experience in scaling operations in the United States. Together, Momentum and Fanatics intend to invest in technology, enhance customer experience, and develop new responsible gaming measures.
Scott Burton, COO of Momentum Group, remarked, “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 added that merging Momentum's regional insights with Fanatics' global capabilities positions them well to thrive in the evolving market.
Since securing the rights to operate the UAE Lottery in July 2024, Momentum Group has established itself as a significant contender in the developing UAE gaming sector. The lottery launched through its subsidiary, The Game LLC, in December 2024. A notable achievement followed in November 2025, when Play971 became the first fully licensed iGaming site to launch in the UAE, initially focusing on iGaming before adding sports and racing betting in June.
Play971 is one of the platforms that will benefit from the Momentum-Fanatics partnership. Philippa Bowland, Momentum's commercial director for iGaming, noted the positive player response during the site's sports betting introduction, emphasizing confidence in the opportunities ahead and Play971's potential impact on shaping the new gaming category.
Calling the collaboration with Fanatics a logical progression for Momentum, Burton expressed that leveraging a reputable global operator allows them to introduce world-class products and technology to UAE players, as the regulated gaming sector advances.
“This ambition has always been about supporting a well-regulated ecosystem, introducing regional innovations, and creating something with authentic global significance,” he continued.
For Fanatics, this joint venture is its inaugural international expansion. Conor Grant, president of gaming at Fanatics, stated, “We have always said we would only expand internationally when we found the right market and the right partner.” He highlighted the UAE’s emerging regulated market and Momentum’s local expertise as key considerations for this expansion. Grant further noted that this partnership is more than a collaboration with a single division; it encompasses the entire sports ecosystem under Fanatics.
The goal is to develop experiences that deepen fan engagement rather than merely treating wagering as an isolated activity. Grant assured that Fanatics would deliver the same fast, secure, and rewarding gaming platform to the UAE that has been established in the United States. While he did not specify upcoming products, he mentioned opportunities to form unique connections between gaming, FanCash, collectibles, and merchandise, setting them apart from competitors.
Since the GCGRA's inception in September 2023, it has emphasized innovative regulatory frameworks centered on player safety. Burton indicated that player protection has always been integral to their products. Both the UAE Lottery and Play971 provide features like deposit limits and self-exclusion, ensuring compliance with age regulations—18 for the lottery and 21 for iGaming and sports betting—and promoting safe registration and anti-money laundering practices. Local technology, such as the mental health platform Takalam, is also utilized to assist players facing gambling challenges.
Burton summarized that the objective is to make commercial gaming a safe and sustainable entertainment option, creating a trustworthy alternative to unregulated sites, bolstered by a strong regulatory framework. Grant noted that this joint venture allows for mutual learning: Fanatics offers insights from its experience in regulated US markets, while Momentum contributes valuable local knowledge. They plan to explore innovative ways to support customers and encourage responsible gaming through technology and data.
The UAE gaming landscape is gradually evolving, with the launch of the UAE Lottery and Play971 coinciding with Wynn Resorts' construction of Wynn Al-Marjan Island in Ras Al-Khaimah, set to open next year. This property was the first to receive a commercial gaming license in the UAE in October 2024, with a projected opening in the first quarter of 2027, though this may change due to regional conflicts affecting construction.
The GCGRA now operates under Ciarán Carruthers, who was appointed chief executive earlier this month, taking over from Kevin Mullally, who left in November last year. The regulatory framework permits one gaming license per Emirate for land-based operations, with additional licenses for iGaming and sports betting. While MGM Resorts has expressed interest in entering the UAE, few other companies have publicly announced plans. In 2024, GCGRA chair Jim Murren suggested that other gaming licenses would emerge over a span of five to ten years as the market develops.
