Fanatics has formed a joint venture with UAE gaming operator Momentum Group to run and expand licensed commercial gaming activities in the country. The partnership gives Fanatics an entry into the UAE’s regulated gaming market through Momentum’s existing licences and operations.
The General Commercial Gaming Regulatory Authority has approved the change in control of Momentum’s licensed entities. Financial terms of the joint venture were not disclosed.
Lottery and Play971 join venture
Momentum’s UAE Lottery operation and Play971 platform will become part of the joint venture. The business will cover lottery, iGaming, sportsbook and gaming content websites licensed to Momentum in the country.
Momentum operates the UAE Lottery through The Game LLC. The lottery launched in December 2024 after Momentum won the country’s first commercial gaming licence in July that year. Play971 is Momentum’s licensed online gaming and sportsbook platform. The site is part of the UAE’s early regulated commercial gaming market, which is overseen by the GCGRA.
Fanatics brings betting technology
Fanatics will contribute product, technology and operating experience from its US sportsbook and online casino business. The company operates sports betting and iGaming products in multiple US states through Fanatics Betting & Gaming.
The two companies plan to invest in technology, customer experience and player protection. They will also develop responsible gaming controls for the UAE market. Momentum brings its local licences, regulatory approvals and existing gaming operations. Fanatics adds experience in building digital betting products and expanding consumer platforms.
UAE market begins to develop
The UAE has started building a regulated commercial gaming market under the GCGRA. The regulator oversees lotteries, online gaming, sportsbooks, casinos and gaming suppliers.
Momentum became the first company to receive a UAE lottery licence. The country has also approved gaming-related licences for companies including Wynn Resorts, which is developing the Wynn Al Marjan Island resort in Ras Al Khaimah.
Wynn’s resort is expected to include a casino when it opens in 2027. It will be the first integrated resort project of its kind in the UAE.
Venture will operate under GCGRA rules
The new venture will operate under the UAE’s commercial gaming regulations. The GCGRA requires licensed operators to meet standards covering financial controls, responsible gaming, customer protection and compliance.
The regulator’s approval allows Momentum’s existing licensed entities to move into the joint venture. The companies have not announced launch dates for new products or confirmed whether Fanatics branding will be used in the UAE.