The recent joint venture between Fanatics and Momentum Group represents a significant milestone in the evolving landscape of commercial gaming in the United Arab Emirates (UAE). By leveraging Fanatics’ advanced product technology and Momentum’s extensive local experience, this partnership aims to elevate the gaming sector in the region.
Transforming the UAE Gaming Market
Momentum Group has positioned itself as a key player in the UAE gaming market since winning the tender to operate the UAE Lottery in July 2024. This venture was further strengthened with the launch of the lottery by its subsidiary, The Game LLC, in December of the same year. Momentum’s growth continued with Play971, which became the first fully licensed iGaming platform to debut in the UAE in November 2025. Initial offerings focused on iGaming, with the subsequent introduction of sports betting and race wagering in June this year, marking significant advancements in the local gaming industry.
The establishment of a joint venture with Fanatics signifies a natural progression in Momentum’s efforts to cultivate a robust gaming ecosystem in the UAE. According to Scott Burton, Chief Operating Officer at Momentum, this partnership combines the strengths of both companies to create a long-term growth strategy. The UAE’s well-regulated gaming market is a testament to the confidence expressed by both parties, aiming to deliver a seamless and enriching experience for players.
Fanatics’ First International Move
For Fanatics, this partnership marks its inaugural entry into the international market. Conor Grant, President of Gaming at Fanatics, emphasized the importance of partnering with a reliable local operator that shares a commitment to responsible gaming. The UAE presents a unique opportunity characterized by a newly regulated environment poised for commercial gaming growth. The collaboration will harness not only the capabilities of one Fanatics subsidiary but will encompass the entire sports ecosystem under its umbrella, promoting a holistic approach to gaming.
Grant stated the goal is to create engaging experiences that go beyond simple wagering, drawing on proven technology and customer-first principles cultivated in the U.S. market. This strategic move is set to offer a range of innovative gaming solutions, potentially creating unique synergies between gaming, FanCash, collectibles, and merchandise—variances that set Fanatics apart from competitors.
Embedding Player Protection
A core focus of this partnership is to prioritize player protection as the UAE market matures. Scott Burton noted that player safety measures will be implemented from the outset, rather than as an afterthought. Both the UAE Lottery and Play971 are equipped with essential features like deposit limits and self-exclusion options, ensuring responsible gaming practices are at the forefront. Robust identity verification processes further guarantee compliance with age restrictions, establishing a responsible gaming framework that supports safe and sustainable entertainment.
The collaboration also aims to utilize local technologies, such as the mental wellbeing platform Takalam, to assist individuals confronting gambling-related challenges. The overarching goal is to cultivate a well-regulated commercial gaming environment that builds trust and offers safeguards that distinguish the UAE market from less-regulated alternatives.
The Future of the UAE Gaming Ecosystem
The emergence of the UAE Lottery and Play971 aligns with ongoing developments in the gaming landscape, notably the upcoming Wynn Al-Marjan Island resort, which is set to open next year. With the introduction of a singular gaming license per Emirate, the UAE is crafting a structured regulatory framework that fosters competition while ensuring that player welfare remains paramount. The prospects for the market are bright, with anticipated growth over the next several years.
While Fanatics and Momentum have taken proactive steps towards fostering a unique gaming experience, the next phase will focus on expanding their offerings while maintaining strong relationships with gaming regulators. The collaborative efforts of these two companies promise to redefine the commercial gaming experience in the UAE, making it accessible and engaging for players while supporting a sustainable and responsibly-managed environment.