Momentum Group, recognized as the first gaming licensee in the United Arab Emirates (UAE), has partnered with Fanatics to launch a joint venture aimed at expanding commercial gaming activities within the region. While specifics about the agreement have not yet been disclosed, the arrangement will encompass all of Momentum's current commercial gaming licenses and operations.
The General Commercial Gaming Regulatory Authority (GCGRA) has approved this shift in control, which includes the UAE Lottery and the commercial gaming platform Play971. Fanatics contributes its advanced technology, product expertise, and rapid scaling experience from the United States to the collaboration. Both companies plan to invest jointly in enhancing technology, products, and customer experiences, with an emphasis on developing responsible gaming and player protection measures.
“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,” said Scott Burton, Chief Operating Officer of Momentum Group. He further noted, “Combining Momentum’s regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term.”
Momentum has positioned itself prominently in the emerging UAE gaming market since securing the tender to operate the UAE Lottery in July 2024. This lottery, run by its subsidiary The Game LLC, was officially launched in December. Another significant achievement occurred in November 2025, when Play971 became the UAE’s first fully licensed iGaming platform. Initially focused on iGaming, the site expanded to include sports and race betting in June of this year.
Play971 will operate under the Momentum-Fanatics joint venture, which marks a pivotal step in Momentum’s efforts to elevate the gaming environment in the UAE. Burton expressed that this joint venture is a “natural next step” for the company as the sector continues to mature. “Partnering with a global operator like Fanatics enables us to introduce world-class products and technologies to UAE players as the market thrives,” he explained. “Our ambition has always been to support a well-regulated ecosystem and to innovate and entertain on a global scale.”
For Fanatics, this venture represents its initial expansion beyond the U.S. market. 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 pointed to the UAE’s regulated environment and Momentum’s local expertise as key factors. “That combination made it the natural choice for Fanatics' first international gaming expansion,” he added.
Grant emphasized that this is not just a partnership with a single Fanatics subsidiary; it encompasses the entire sports ecosystem under Fanatics, aiming to enhance fan engagement. “We have proven in the United States that we can build a fast, secure, and rewarding gaming platform, and we will bring that same technology and customer-centric approach to the UAE,” he stated.
While specific product launches remain under wraps, Grant sees potential for unique connections between gaming, FanCash, collectibles, and merchandise that could distinguish them from competitors.
Player protection is a primary focus of this partnership. Since the inception of the GCGRA in September 2023, there has been a concentrated effort to create an innovative regulatory framework prioritizing player safety. Burton noted that safeguards such as deposit limits, time-outs, and self-exclusion features have been integrated into all products from the beginning. Both the UAE Lottery and Play971 ensure that players meet legal age requirements—18 for the lottery and 21 for iGaming and sports betting—and utilize secure identity verification for compliance.
Momentum also employs local technology, such as the mental wellbeing platform Takalam, to assist players who may be facing gambling challenges. “The aim is to make commercial gaming safe and sustainable, providing a trusted alternative to unregulated sites,” Burton stated. The collaborative efforts between Fanatics and Momentum enable mutual learning, combining Fanatics’ regulatory experience from the U.S. with Momentum’s local insights to enhance customer support and promote responsible gaming.
As the market begins to take shape, the establishment of the UAE Lottery and Play971 coincides with construction progress at Wynn Resorts’ Al-Marjan Island in Ras Al-Khaimah, slated to open next year. This facility obtained the first commercial gaming license in the UAE in October 2024 and is expected to launch by the first quarter of 2027, although this timeline may shift due to ongoing regional challenges.
Overseeing these developments is Ciarán Carruthers, the new Chief Executive of GCGRA, who began his role in June, succeeding Kevin Mullally. The UAE’s regulatory framework allows one land-based gaming license per emirate and one internet gaming and sports wagering license per emirate. While MGM Resorts has expressed interest in entering the market, few others have made their ambitions public.
In 2024, GCGRA chair Jim Murren suggested that additional licensees may emerge over the next five to ten years as the market continues to evolve.
