Fanatics and Momentum form UAE gaming joint venture

• Momentum Group and Fanatics have formed a strategic joint venture to operate and grow the UAE’s licensed commercial gaming activities.
• The partnership covers all Momentum’s existing licences, including the UAE Lottery and Play971, with GCGRA regulatory approval already in place.
• The deal marks Fanatics’ first expansion beyond its US gaming market.

Momentum Group and Fanatics have formed a joint venture to operate and grow licensed commercial gaming in the United Arab Emirates, marking the US sports platform’s first move into an international gaming market.

Inside the deal

The partnership consolidates all of Momentum Group’s existing commercial gaming licences and operations. These include the UAE Lottery, run through its subsidiary The Game LLC, and Play971, the country’s first fully licensed iGaming and sports wagering platform.

The General Commercial Gaming Regulatory Authority (GCGRA) has already approved the change in control for these licensed entities.

Financial terms have not been made public. Both companies will jointly invest in technology, product and customer experience, and plan to develop new responsible gaming and player protection measures.

Scott Burton, group chief operating officer at Momentum Group, said:

“The UAE has built one of the world’s most carefully regulated commercial gaming markets, and this joint venture is a reflection of the confidence that brings. Combining Momentum’s regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term.”

Momentum has been the UAE’s leading gaming operator since winning the lottery tender in July 2024.

The UAE Lottery launched in December 2024, and Play971 followed in November 2025 as the country’s first fully licensed iGaming site. The platform expanded to cover sports and race betting in June 2026.

Burton described the deal as “the natural next step” for Momentum, telling iGaming Business the maturing UAE market required a global partner with world-class product and technology capability.

Fanatics goes global

The joint venture is also a milestone for Fanatics. The US sports platform, known for its merchandise, collectibles and US gaming operations, has until now confined its gaming business to regulated American states.

Conor Grant, president of gaming at Fanatics, said:

“We have always said we would only expand internationally when we found the right market and the right partner. The UAE offers both a newly regulated market with a long-term vision for commercial gaming, and Momentum, a trusted local operator with deep market knowledge and a shared commitment to building responsibly.”

Grant confirmed the joint venture will draw on the full Fanatics sports ecosystem, including FanCash, collectibles and merchandise, as a potential long-term differentiator. Specific product launches were not confirmed at this stage.

Grant said:

“Fanatics brings experience operating across highly regulated US jurisdictions, while Momentum brings valuable local insight.”

Responsible gaming first

Both companies have positioned player protection as central to the joint venture.

Play971 and the UAE Lottery already carry deposit limits, time-out mechanisms and self-exclusion tools. Age verification ensures players meet minimum age requirements: 18 for the lottery and 21 for iGaming and sports wagering.

Momentum also works with UAE-based mental health platform Takalam to support players at risk.

Burton said:

“The aim throughout is to make commercial gaming a safe and sustainable form of entertainment, and a trusted alternative to unregulated sites, with real guardrails in place. That combination of a single strong regulator and the commitment from Momentum as an operator is what sets the UAE apart.”

The deal arrives at a formative moment for UAE gaming. Wynn Resorts is pressing ahead with Wynn Al-Marjan Island in Ras Al-Khaimah, the UAE’s first integrated resort and land-based gaming venue.

The project faces a modest delay after construction disruptions cited in its Q1 2026 earnings. Ciarán Carruthers took up the post of GCGRA chief executive earlier this month, succeeding interim leader Jim Murren.

With one internet gaming and one sports wagering licence permitted per emirate, the UAE framework could theoretically support up to 7 online operators.

For potential licence-holders eyeing remaining slots, the Momentum-Fanatics venture raises the competitive bar considerably. It bundles GCGRA-approved operations with US-tested technology and a fan engagement ecosystem that few international operators can easily replicate.