Momentum Group, recognized as the first gaming licensee in the United Arab Emirates (UAE), has teamed up with Fanatics to enhance and expand commercial gaming operations in the region.
Details regarding the joint venture have not yet been disclosed, but it will incorporate all of Momentum's current commercial gaming licenses and operations. The General Commercial Gaming Regulatory Authority (GCGRA) has approved the transfer of control over these licensed entities, including the UAE Lottery and the commercial gaming platform Play971.
Fanatics will contribute its extensive product offerings, technology, and rapid scaling experience from the U.S. to this partnership. Together, Momentum and Fanatics will invest in technology, product development, and customer experience, while also establishing new safeguards for responsible gaming and player protection.
Scott Burton, the Chief Operating Officer of Momentum Group, commented, "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 further remarked that the combination of Momentum's regional expertise with Fanatics' global product capabilities positions them well to thrive alongside the growing market.
After winning the tender to manage the UAE Lottery in July 2024, Momentum Group has quickly risen as a key player in the emerging UAE gaming landscape. Operated by its subsidiary, The Game LLC, the lottery began its operations in December. Another milestone was achieved in November 2025 when Play971 became the first fully licensed iGaming site to launch in the UAE, initially focusing on iGaming and subsequently adding sports and race betting in June this year.
Play971 is one of the platforms supported by the Momentum-Fanatics joint venture.
At the time of the Play971 sports betting launch, Philippa Bowland, Momentum's commercial director for iGaming, expressed optimism, stating that responses from players provided the business with "confidence in both the opportunity ahead and the role Play971 can play in shaping this new category." Burton described the partnership with Fanatics as “the natural next step” in Momentum’s effort to cultivate the gaming ecosystem in the UAE.
"The UAE's regulated commercial gaming sector is maturing, and partnering with a global operator like Fanatics allows us to offer world-class products and technologies to players in the UAE as the market strengthens," he explained.
Burton emphasized that the goal has always been to foster a well-regulated gaming ecosystem, introduce regional firsts, and build a venture with global relevance. He noted the partnership with Fanatics will help accelerate their shared goals of innovation and entertainment.
The joint venture is also significant as it marks Fanatics’ first expansion beyond its primary U.S. market.
Conor Grant, Fanatics' president of gaming, remarked, "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 and a shared commitment to building responsibly.”
This partnership is not limited to a single Fanatics subsidiary, but integrates the entire sports ecosystem within Fanatics.
Grant highlighted that the aim is to create experiences that deepen fan engagement, rather than treating wagering as an isolated product. "We have proven in the United States that we can build a gaming platform that is fast, secure, and rewarding, and we will bring that same technology, product discipline, and customer-first approach to the UAE," he said. While specifics on new product launches were not disclosed, Grant expressed enthusiasm about the potential for creating unique connections between gaming, FanCash, collectibles, and merchandise that can distinguish them from competitors.
Player protection is a central focus of this partnership. Since its establishment in September 2023, the GCGRA has emphasized creating a flexible regulatory framework centered on player protection. Burton stated that player protection was integrated into all products from the start, rather than being an afterthought. Both the UAE Lottery and Play971 offer deposit limits, time-outs, and self-exclusion options, while also implementing secure identity verification processes to ensure all players meet the legal age requirements—18 for the lottery and 21 for iGaming and sports betting. Additionally, Momentum employs local technologies like the mental wellbeing platform Takalam to support players whose gambling may become problematic.
Burton noted, "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." He added that the combination of a robust regulatory body and Momentum’s commitment to responsible operations sets the UAE apart.
Grant identified the joint venture as an opportunity for mutual learning. "Fanatics brings experience operating across highly regulated U.S. jurisdictions, while Momentum brings valuable local insight," he explained, stating that they will explore new methods to support customers and promote responsible play through technology and data.
The UAE gaming market is starting to take shape, as the UAE Lottery and Play971 have launched alongside the construction of Wynn Al-Marjan Island in Ras Al-Khaimah, which is set to open next year. This property was awarded the first commercial gaming license in the UAE in October 2024, with plans to open by the first quarter of 2027. However, this timeline may change due to disruptions from the conflict involving the U.S. and Israel against Iran, with Wynn noting a potential delay in their Q1 2026 earnings call in May.
Ciarán Carruthers, the new CEO of GCGRA, began his role earlier this month, taking over from Kevin Mullally, who left in November last year. The UAE's regulatory framework allows for one land-based gaming facilities license per Emirate, alongside one internet gaming and one sports wagering licensee per Emirate. While companies like MGM Resorts have expressed interest in the UAE market, few others have made public declarations regarding entry.
In 2024, GCGRA chair Jim Murren suggested that additional licensees would emerge over a span of “five to ten years” as the market evolves.
