Momentum Group and Fanatics have established a joint venture to manage commercial gaming operations in the United Arab Emirates. The new entity will oversee Momentum’s existing licenses, including the UAE Lottery and Play971, following recent regulatory approval.
The partnership merges Fanatics’ technology and product development with Momentum’s regional market presence. Both companies will direct investment toward platform infrastructure, user experience, and player protection measures. The General Commercial Gaming Regulatory Authority has already authorized the transfer of control for the involved licensed entities.
Strategic Focus and Market Entry
Momentum group chief operating officer Scott Burton stated that the alliance aligns regional expertise with global product capabilities to support long-term market development. He noted that the venture enables faster innovation within the UAE’s regulated framework. Fanatics is using this agreement to expand beyond its primary United States operations.Momentum Group secured the UAE Lottery operating tender in July 2024 and launched the service through its subsidiary The Game LLC in December of that year. Play971 entered the market in November 2025 as the first fully licensed iGaming platform in the region, adding sports and race betting in June. Commercial director for iGaming Philippa Bowland previously confirmed that early player engagement supported the platform’s growth trajectory.
Source: iGamingBusiness.