Key Highlights
- Fanatics and Momentum Group have established a joint venture to operate commercial gaming activities in the United Arab Emirates.
- Momentum’s current licensing portfolio, featuring the UAE Lottery and Play971, will be integrated into the partnership.
- The General Commercial Gaming Regulatory Authority has granted approval for the ownership transfer of licensed operations.
- The partnership represents Fanatics’ inaugural gaming venture beyond American borders.
- Enhanced player protection protocols are planned as part of the collaborative agreement.
A strategic partnership has been announced between Momentum Group and Fanatics to establish a joint venture in the United Arab Emirates. The collaboration will consolidate commercial gaming activities under a unified operational framework.
As the UAE’s inaugural gaming licensee, Momentum will contribute its complete collection of licenses and operational assets to the newly formed venture.
The integrated portfolio encompasses the UAE Lottery and Play971, both established as prominent gaming brands throughout the region. Regulatory approval for the control transfer of these licensed entities has already been secured from the General Commercial Gaming Regulatory Authority.
The financial details of the transaction remain undisclosed. Representatives from both organizations have indicated plans to allocate resources toward enhancing products, advancing technology infrastructure, and improving customer experience.
Growth Following Initial Market Entry
Momentum has demonstrated consistent growth throughout the previous 24 months. The company secured the competitive tender to operate the UAE Lottery in July 2024 via its subsidiary entity, The Game LLC.
Public access to the lottery commenced in December 2024. Another significant achievement followed in November 2025 when Play971 received authorization as the UAE’s inaugural fully licensed iGaming platform.
Initially, Play971 focused exclusively on iGaming offerings. The platform broadened its services to include sports and race betting in June 2026.
Scott Burton, chief operating officer of Momentum Group, described the Fanatics partnership as a logical progression. He emphasized that as the UAE gaming industry matures, this collaboration will facilitate the introduction of advanced technology solutions for players.
Fanatics Pursues International Growth
The UAE venture marks Fanatics’ first operational expansion into international territory. Conor Grant, President of Gaming at Fanatics, explained that the organization deliberately sought the optimal market and collaborative partner before pursuing expansion opportunities.
Grant highlighted the UAE’s recently established regulatory gaming structure and Momentum’s expertise in local market dynamics as key factors influencing the partnership decision. He noted that the agreement extends beyond the gaming division, connecting to Fanatics’ broader sports ecosystem.
Grant emphasized that Fanatics developed a robust gaming platform within the United States market. The organization intends to implement comparable product quality and technological standards in the UAE operation.
While specific product announcements were not disclosed, Grant referenced possibilities for integrating gaming services with Fanatics’ existing portfolio, including FanCash rewards, collectibles, and branded merchandise.
The UAE gaming industry operates under the oversight of the Gaming Control Group Regulatory Authority, established in September 2023. Player protection has remained a central priority for the regulatory body since its inception.
Burton stated that player protection features have been fundamental to Momentum’s offerings since launch. Both the UAE Lottery and Play971 provide comprehensive tools including deposit limitations, timeout periods, and self-exclusion options.
Identity verification processes ensure players satisfy age eligibility criteria. The required minimum age stands at 18 years for lottery participation and 21 years for iGaming and sports betting.
Momentum has also established a partnership with Takalam, a regional mental wellness platform. The service provides support resources for players experiencing problematic gambling patterns.
The UAE gaming landscape continues its development phase. Wynn Resorts is currently constructing Wynn Al-Marjan Island in Ras Al-Khaimah, a property that obtained the UAE’s first commercial gaming license in October 2024.
The project timeline has experienced setbacks. Market oversight now falls under newly appointed GCGRA chief executive Ciarán Carruthers, who assumed the position this month.
Existing regulatory framework permits each Emirate to authorize one land-based gaming license, one internet gaming license, and one sports wagering license. This structure creates opportunities for additional operators to establish presence in the market as it evolves.
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