TLDR Momentum Group and Fanatics formed a joint venture to run commercial gaming in the UAE. The deal folds in Momentum’s existing licenses, including the UAE Lottery and Play971. UAE regulators have already approved the change in control for the licensed entities. This marks Fanatics’ first gaming expansion outside the United States. Both companies plan new player protection measures as part of the partnership.
Momentum Group and Fanatics have agreed to form a joint venture in the United Arab Emirates. The deal will combine commercial gaming operations under one structure.
Momentum was the UAE’s first gaming licensee. It will bring its full portfolio of licenses and operations into the new venture.
This includes the UAE Lottery and Play971, two of the region’s most recognized gaming brands. The General Commercial Gaming Regulatory Authority has already approved the change in control for these entities.
Financial terms of the deal have not been released. Both companies say they plan to invest in product, technology, and customer experience going forward.
Building on Recent Launches
Momentum has expanded steadily over the past two years. It won the tender to run the UAE Lottery in July 2024 through a subsidiary called The Game LLC.
The lottery opened to the public in December 2024. Momentum reached another milestone in November 2025 when Play971 became the first fully licensed iGaming operator in the UAE.
Play971 started with iGaming only. It added sports and race betting in June 2026.
Momentum group chief operating officer Scott Burton called the Fanatics deal a natural next step. He said the UAE’s gaming sector is maturing and the partnership will help bring new technology to players.
Fanatics Enters a New Market
This venture is the first time Fanatics has expanded outside the United States. Conor Grant, President of Gaming at