TLDR
- Momentum Group and Fanatics formed a joint venture to run commercial gaming in the UAE.
- The deal folds in Momentum’s existing licenses, including the UAE Lottery and Play971.
- UAE regulators have already approved the change in control for the licensed entities.
- This marks Fanatics’ first gaming expansion outside the United States.
- Both companies plan new player protection measures as part of the partnership.
Momentum Group and Fanatics have agreed to form a joint venture in the United Arab Emirates. The deal will combine commercial gaming operations under one structure.
Momentum was the UAE’s first gaming licensee. It will bring its full portfolio of licenses and operations into the new venture.
This includes the UAE Lottery and Play971, two of the region’s most recognized gaming brands. The General Commercial Gaming Regulatory Authority has already approved the change in control for these entities.
Financial terms of the deal have not been released. Both companies say they plan to invest in product, technology, and customer experience going forward.
Building on Recent Launches
Momentum has expanded steadily over the past two years. It won the tender to run the UAE Lottery in July 2024 through a subsidiary called The Game LLC.
The lottery opened to the public in December 2024. Momentum reached another milestone in November 2025 when Play971 became the first fully licensed iGaming operator in the UAE.
Play971 started with iGaming only. It added sports and race betting in June 2026.
Momentum group chief operating officer Scott Burton called the Fanatics deal a natural next step. He said the UAE’s gaming sector is maturing and the partnership will help bring new technology to players.
Fanatics Enters a New Market
This venture is the first time Fanatics has expanded outside the United States. Conor Grant, President of Gaming at Fanatics, said the company waited for the right market and partner before expanding.
He pointed to the UAE’s newly regulated gaming framework and Momentum’s local market knowledge as reasons for choosing this partnership. Grant said the deal also connects to the wider Fanatics sports ecosystem, not just its gaming division.
He added that Fanatics built a secure gaming platform in the US. The company plans to bring that same product and technology approach to the UAE.
Grant did not announce specific new products. He did mention the potential to link gaming with Fanatics’ other offerings, such as FanCash, collectibles, and merchandise.
The UAE’s gaming sector falls under the Gaming Control Group Regulatory Authority, which was created in September 2023. The regulator has focused on player protection since it was formed.
Burton said player protection has been part of Momentum’s products from the start. The UAE Lottery and Play971 both offer deposit limits, time-outs, and self-exclusion tools.
Identity verification is used to confirm players meet age requirements. The minimum age is 18 for the lottery and 21 for iGaming and sports betting.
Momentum also works with Takalam, a local mental well-being platform. It is used to support players whose gambling habits become unsustainable.
The UAE gaming market is still developing. Wynn Resorts is building Wynn Al-Marjan Island in Ras Al-Khaimah, which received the first commercial gaming license in the UAE in October 2024.
That project’s opening has faced delays. The market is now overseen by new GCGRA chief executive Ciarán Carruthers, who started his role earlier this month.
Under current rules, each Emirate can issue one land-based gaming license, one internet gaming license, and one sports wagering license. This leaves room for more operators to enter the market over time.
