Momentum Group has teamed up with Fanatics to create a joint venture aimed at enhancing commercial gaming in the United Arab Emirates (UAE). As the first licensed gaming operator in the UAE, Momentum will integrate its existing commercial gaming licenses and operations into this partnership. The General Commercial Gaming Regulatory Authority (GCGRA) has already sanctioned the transfer of control for these licensed entities, which includes the UAE Lottery and the gaming site Play971.
Fanatics is bringing its proven product and technological expertise from the US to this collaboration. The two companies plan to invest jointly in advancing technology, improving customer experiences, and establishing new safeguards for responsible gaming and player protection.
Scott Burton, chief operating officer of Momentum, commented on the opportunity presented by the UAE's carefully regulated gaming market. "This joint venture reflects the confidence that regulation brings," he stated. “Combining Momentum's regional experience with Fanatics' global capacity positions us well to grow in this burgeoning market over the long term.”
Since securing the tender to operate the UAE Lottery in July 2024, Momentum Group has become a significant contender in the evolving landscape of UAE gaming. Its subsidiary, The Game LLC, launched the UAE Lottery in December 2024. Subsequently, in November 2025, Play971 debuted as the first fully licensed iGaming platform in the UAE, initially offering only iGaming services before expanding into sports and race betting in June 2026.
"The response from players has given us confidence in the potential ahead and the role Play971 can play in shaping this new category," said Philippa Bowland, Momentum’s commercial director for iGaming. The partnership with Fanatics is seen as a logical progression in Momentum's efforts to cultivate the UAE's gaming ecosystem.
Burton emphasized the market's maturation, stating that collaboration with a leading operator like Fanatics will facilitate the introduction of world-class technology and products to UAE players. He said, “Our goal is to promote a sustainable and well-regulated environment to introduce regional firsts and to create a globally relevant offering.”
This joint venture also marks Fanatics’ expansion beyond the United States. Fanatics' president of gaming, Conor Grant, expressed that the UAE is an ideal market for international growth due to its regulated environment and Momentum’s established local presence. He remarked, “The UAE offers both a newly regulated market with a long-term vision for commercial gaming, and Momentum, a trusted local operator committed to building responsibly.”
The partnership aims to integrate Fanatics' extensive ecosystem, enhancing fan engagement beyond mere wagering. Grant indicated that while he could not disclose specific product launches just yet, there are ample opportunities to forge “unique connections” among gaming, FanCash, collectibles, and merchandise.
Player protection remains a priority in this collaboration. Burton underscored that safety protocols have been integrated into all products from the beginning. Both the UAE Lottery and Play971 have measures in place such as deposit limits, time-outs, and self-exclusions, alongside secure identity verification to ensure compliance with legal age requirements—18 for the lottery and 21 for iGaming and sports betting.
Momentum has also adopted local solutions like the mental wellbeing platform Takalam to support players facing challenges with gambling. Burton reiterated the initiative to position commercial gaming as a safe and sustainable entertainment choice while providing a reliable alternative to unregulated sites.
Grant mentioned that the joint venture would facilitate mutual learning. "Fanatics brings experience from regulated US markets, while Momentum offers deep local insights," he noted, stating their intention to explore novel ways to enhance customer support and promote responsible gaming.
As the UAE gaming market evolves, the UAE Lottery and Play971 launch coincides with Wynn Resorts’ ongoing construction of Wynn Al-Marjan Island in Ras Al-Khaimah, set to open next year. This project obtained the UAE's first commercial gaming license in October 2024 but has faced construction delays influenced by geopolitical factors.
Ciarán Carruthers recently took over as the GCGRA CEO, replacing Kevin Mullally. The UAE's regulatory landscape allows one land-based gaming license per Emirate, along with one internet gaming license and one sports wagering license. While MGM Resorts has expressed interest in the market, few other companies have made their plans public. In 2024, GCGRA chair Jim Murren projected that additional licensees would emerge in the next five to ten years as the market continues to develop.
