Fanatics has entered the United Arab Emirates’ regulated commercial gaming sector through a strategic joint venture with Momentum Group, marking the company’s first expansion outside the United States and its first involvement in the lottery industry.
Under the agreement, Momentum’s licensed gaming operations in the UAE will become part of the newly established venture. The partnership combines Momentum’s regional market experience and regulatory standing with Fanatics’ sportsbook, iGaming and technology capabilities.
The General Commercial Gaming Regulatory Authority (GCGRA) approved the change in control of Momentum’s licensed entities, allowing the joint venture to oversee the company’s existing commercial gaming activities in the country. These include lottery, iGaming, sportsbook and gaming-related content websites.
The move gives Fanatics its first foothold in the rapidly developing UAE gaming market while enabling Momentum to transition from its existing proprietary technology platform to Fanatics’ betting and casino infrastructure.
Partnership builds on existing UAE licences
Momentum Group has established itself as the leading licensed commercial gaming operator in the UAE. Headquartered in Abu Dhabi, the company operates through subsidiaries including The Game LLC, which runs the UAE Lottery, and Coin Technology Projects LLC, the operator behind Play 971.
The Game received the country’s lottery licence in July 2024 from the GCGRA, while Play 971 launched later that year as the UAE’s first fully licensed iGaming platform before adding sports betting earlier in 2025.
The joint venture will now oversee those existing businesses while pursuing future growth under the country’s regulatory framework.
According to the companies, the partnership will focus on improving technology, expanding gaming products and strengthening customer experience while supporting responsible gaming measures.
Scott Burton, Chief Operating Officer of Momentum Group, said in Fanatics’ press release: “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.”
Conor Grant, President of Fanatics Gaming, added: “The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like. We are entering this market for the long term, committed to building something genuinely category-defining together.”
Fanatics expands beyond the US
The agreement represents several milestones for Fanatics. Alongside becoming the company’s first international gaming venture, it also marks its first move into lottery operations.
Fanatics currently operates regulated sportsbook and iGaming products across multiple U.S. jurisdictions. Rather than launching a consumer-facing Fanatics-branded product in the UAE, the company will provide the technology and operational infrastructure behind Momentum’s existing licensed platforms.
Reports indicate the Fanatics brand itself will not appear on the UAE-facing products.
The agreement also follows Fanatics’ recently announced plans to establish a regional office in Qatar, which will serve as its Middle East headquarters. That expansion signaled the company’s broader ambitions in the region, with the UAE partnership becoming its first commercial gaming operation outside North America.
Before entering the partnership, The Game had developed its UAE Lottery platform using proprietary technology and content supplied by partners including EQL Games. The new arrangement shifts the operation onto Fanatics’ technology platform as the companies seek to expand their offerings.
UAE gaming sector continues to develop
The UAE’s regulated gaming market remains in its early stages under the oversight of the GCGRA, which has introduced a national regulatory framework for commercial gaming.
Besides Momentum’s lottery and Play 971 operations, the only other licensed gaming project currently approved is Wynn Al Marjan Island, the integrated resort under development that is expected to open in 2027 with a land-based casino.
Momentum and Fanatics said the joint venture will continue operating in full compliance with GCGRA requirements while supporting the country’s long-term vision for regulated commercial gaming.
The companies stated that future investments will focus on technology, customer experience, responsible gaming and player protection while contributing to the broader development of the UAE’s digital economy.
Both businesses also emphasized that responsible gaming remains central to the partnership, noting that full compliance with the UAE’s regulatory framework will underpin all operations as the country’s gaming industry continues to evolve.