Fanatics and Momentum Forge Strategic Joint Venture for UAE Gaming Market Expansion

A new strategic joint venture has been established between Fanatics and Momentum Group, with the aim of expanding and operating commercial gaming activities within the United Arab Emirates (UAE). This collaboration combines Fanatics' advanced product and technological capabilities with Momentum's existing commercial gaming licenses and operational presence in the UAE market.

All of Momentum's current commercial gaming licenses and operations, including the UAE Lottery and the iGaming platform Play971, will be integrated into this new partnership. The General Commercial Gaming Regulatory Authority (GCGRA) has already granted approval for the change in control concerning these licensed entities. While the financial details of the joint venture have not been disclosed, both companies plan to jointly invest in technology, product development, and customer experience, alongside pioneering new safeguards for responsible gaming and player protection.

Scott Burton, Momentum Group's Chief Operating Officer, expressed confidence in the venture. He stated that the UAE has developed a meticulously regulated commercial gaming environment, which the joint venture reflects. Burton emphasized that combining Momentum’s regional expertise with Fanatics’ global product strength positions the partnership effectively for long-term market growth.

This marks Fanatics' initial expansion outside its core United States market. Conor Grant, President of Gaming at Fanatics, explained that the UAE was a natural choice due to its newly regulated status with a clear long-term vision for commercial gaming, coupled with Momentum as a reliable local partner possessing deep market insight and a shared commitment to responsible development. Grant highlighted Fanatics' proven success in the U.S. with a fast, secure, and rewarding gaming platform, assuring that the same technological discipline and customer-centric approach will be applied in the UAE.

Momentum Group has been a significant player in the emerging UAE gaming sector. The company secured the tender to operate the UAE Lottery in July 2024, which subsequently launched in December of that year through its subsidiary, The Game LLC. In November 2025, Play971 became the first fully licensed iGaming platform in the UAE, initially offering iGaming before expanding to include sports and race betting in June of the current year. Philippa Bowland, Momentum’s commercial director for iGaming, noted at the time of the sports betting launch that player response had instilled confidence in the market opportunity.

Player protection forms a critical aspect of this partnership. The GCGRA, since its inception in September 2023, has prioritized establishing a flexible regulatory framework focused on player safety. Momentum has integrated safeguards from the outset, with both the UAE Lottery and Play971 offering features such as deposit limits, time-outs, and self-exclusion. Strict identity verification ensures players meet legal age requirements (18 for lottery, 21 for iGaming and sports betting) and supports anti-money laundering compliance. Additionally, Momentum utilizes local technology, like the mental wellbeing platform Takalam, to assist players experiencing unsustainable gambling habits.

The broader UAE gaming landscape continues to evolve. Wynn Resorts is advancing construction on Wynn Al-Marjan Island in Ras Al-Khaimah, having secured the UAE's first commercial gaming license in October 2024. While initially projected for a Q1 2027 opening, Wynn indicated a 'modest delay' in May due to regional geopolitical factors. The GCGRA is currently led by Chief Executive Ciarán Carruthers, who assumed the role in June, succeeding Kevin Mullally. The regulatory framework allows for one land-based gaming facility license, one internet gaming license, and one sports wagering licensee per Emirate, with GCGRA chair Jim Murren suggesting a gradual emergence of additional licensees over the next five to ten years.