Momentum Group, the first gaming licensee in the United Arab Emirates (UAE), has partnered with Fanatics to launch a joint venture aimed at developing commercial gaming activities within the region. While the specific terms of this collaboration have not been disclosed, all existing commercial gaming licenses held by Momentum will be included in the joint venture. The General Commercial Gaming Regulatory Authority (GCGRA) has approved this transfer of control, which encompasses the UAE Lottery and Play971, a commercial gaming platform.
Fanatics brings extensive experience, technology, and a successful track record of rapid scaling in the US market to this new partnership. Together with Momentum, Fanatics plans to invest in technology, enhance product offerings, and improve customer experiences, while also focus on new measures for responsible gaming and player protection.
Scott Burton, chief operating officer of Momentum, highlighted the UAE's well-regulated gaming market and the confidence it instills. He stated, "Combining Momentum's regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term."
Since securing the operation of the UAE Lottery in July 2024, Momentum Group has become a significant player in the emerging UAE gaming sector. This lottery, managed by its subsidiary The Game LLC, launched in December 2024. Another significant milestone was reached in November 2025, when Play971 became the first fully licensed iGaming site in the UAE, initially offering iGaming services and expanding into sports and race betting in June of the following year.
The launch of Play971 is supported by the new joint venture with Fanatics. Philippa Bowland, Momentum's commercial director for iGaming, expressed optimism about the response from players, indicating it has given the venture confidence in its potential.
Burton views the partnership with Fanatics as a logical progression in Momentum's efforts to expand the gaming ecosystem in the UAE. "The UAE's regulated commercial gaming sector is maturing… lets us bring world-class product and technology to UAE players as the market goes from strength to strength," he noted.
The collaboration also represents Fanatics’ first expansion beyond its core U.S. market. Conor Grant, president of gaming at Fanatics, stated that the UAE presents a newly regulated market with a strategic partner in Momentum that shares a commitment to responsible gaming.
Grant emphasized that their goal is to enhance fan engagement, combining gaming experiences with elements like FanCash and collectibles, instead of treating betting as an isolated product. He did not disclose specific upcoming product launches but suggested that there are substantial opportunities for creating unique connections with consumers.
Since the establishment of the GCGRA in September 2023, the authority has prioritized a regulatory framework that emphasizes player protection. Burton mentioned that both the UAE Lottery and Play971 already incorporate deposit limits, time-outs, and self-exclusion options. Additionally, secure identity verification processes ensure players meet legal age requirements—18 for lottery participation and 21 for iGaming and sports betting. The platform also utilizes local technology such as Takalam to assist players in maintaining responsible gaming habits.
Burton stated, "The aim throughout is to make commercial gaming a safe and sustainable form of entertainment, and a trusted alternative to unregulated sites." He stressed the importance of having a strong regulator in place along with Momentum's commitment as an operator.
Grant noted the opportunity for mutual learning between the two entities, as Fanatics can apply its experience from highly regulated US markets while benefiting from Momentum’s local insights.
The UAE gaming landscape is evolving, marked by the launches of the UAE Lottery and Play971. Meanwhile, Wynn Resorts continues work on Wynn Al-Marjan Island in Ras Al-Khaimah, which is set to open next year and holds the first commercial gaming license in the UAE, awarded in October 2024. Despite some delays due to external factors, the project aims for a Q1 2027 opening.
Ciarán Carruthers has recently taken the helm as chief executive of the GCGRA, having succeeded Kevin Mullally in June. The UAE's regulatory framework allows for one land-based gaming facility license per Emirate, plus an online gaming and sports wagering license for each Emirate. While MGM Resorts has expressed interest in the market, only a handful of companies have publicly confirmed their plans to enter the UAE,
In 2024, GCGRA chair Jim Murren mentioned that additional licensees might emerge over the next five to ten years as the industry continues to take shape.
