Momentum Group, the first gaming license holder in the United Arab Emirates (UAE), has entered into a joint venture with Fanatics to expand commercial gaming operations within the region. This collaboration, approved by the General Commercial Gaming Regulatory Authority (GCGRA), involves the integration of Momentum’s existing gaming licenses, including the UAE Lottery and the Play971 gaming site. Announced in June 2026, the venture seeks to leverage Fanatics’ expertise in the U.S. market to enhance technological, product, and customer experience endeavors, as well as spearhead responsible gaming initiatives. The partnership marks a significant development in the UAE’s emerging regulated gaming market.
The UAE’s regulatory framework for commercial gaming has been under development since the establishment of the GCGRA in September 2023. Under this framework, the government has focused on robust player protection measures and ensuring the market evolves responsibly. Momentum’s joint venture with Fanatics underscores the UAE’s strategic intent to attract international expertise while maintaining local regulatory standards. This collaboration is expected to bring world-class gaming experiences to UAE players while advancing player protection and responsible gaming efforts.
Momentum Group has played an influential role in the UAE’s nascent gaming sector. After securing the tender to operate the UAE Lottery in July 2024, the group launched The Game LLC, facilitating lottery operations by December of that year. With the introduction of Play971 in November 2025, it became the UAE’s first fully licensed iGaming platform, later incorporating sports and race betting in June 2026. The latest partnership with Fanatics aims to further develop these offerings, thereby expanding the gaming ecosystem in the region.
Scott Burton, COO of Momentum Group, emphasized that the collaboration with Fanatics represents a crucial step in realizing the group’s long-term ambitions within the UAE’s regulated gaming market. He noted that the partnership combines Momentum’s local expertise with Fanatics’ global product capabilities, positioning both companies for sustained growth. Similarly, Conor Grant, President of Gaming at Fanatics, highlighted the UAE as an ideal market for Fanatics’ first international expansion due to its regulatory maturity and potential for growth, coupled with Momentum’s established local presence.
Fanatics, known for its comprehensive sports ecosystem in the U.S., aims to integrate this model in the UAE, enhancing fan engagement by linking gaming with its FanCash, collectibles, and merchandise services. Although specific product launches under the venture remain undisclosed, the intention is to create a holistic gaming experience that goes beyond traditional wagering.
A key focus of the joint venture is the implementation of stringent player protection mechanisms. The UAE Lottery and Play971 already incorporate measures such as deposit limits, time-outs, self-exclusion options, and secure identity verification processes to ensure compliance with legal age requirements and anti-money laundering standards. Additionally, Momentum employs local technologies like the mental well-being platform Takalam to assist players in maintaining sustainable gambling habits.
The UAE gaming market is gradually taking shape, illustrated by the construction of Wynn Resorts’ Wynn Al-Marjan Island in Ras Al-Khaimah, set to open in 2027, after acquiring the UAE’s first commercial gaming license in 2024. However, geopolitical factors, including conflicts involving the U.S. and Israel, have caused delays to its projected opening. Meanwhile, MGM Resorts has expressed interest in the UAE market, though other companies have been more cautious, with regulatory discussions ongoing about future licensing opportunities.
Ciarán Carruthers, the newly appointed CEO of the GCGRA, is tasked with overseeing the regulatory landscape as the market evolves. The UAE currently allows one land-based gaming facility license per Emirate, alongside licenses for internet gaming and sports wagering. The regulatory strategy, as articulated by GCGRA chair Jim Murren in 2024, envisions gradual market entry by additional licensees over the next decade.
Looking forward, the Momentum and Fanatics joint venture will focus on embedding their operations within the UAE’s distinctive regulatory environment. The immediate priority is to finalize technological and operational integrations while aligning with local compliance standards. As the market develops, the joint venture is expected to play a pivotal role in shaping the UAE’s gaming landscape, contributing to regional and global gaming trends.
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