Momentum Group and Fanatics have formed a strategic joint venture that combines Momentum’s licensed commercial gaming operations in the UAE with Fanatics’ technology, product capabilities and operational scale, marking the US company’s entry into the country’s regulated commercial gaming market.
Under the agreement, all of Momentum’s existing UAE commercial gaming licences and operations will become part of the new venture, bringing together the UAE operator’s regional expertise, regulatory standing and operational capabilities with Fanatics’ experience in sportsbook, iGaming and digital gaming technology.
The companies said the partnership is designed to support long-term growth across the UAE’s regulated commercial gaming sector while investing in technology, customer experience and responsible gaming.
The General Commercial Gaming Regulatory Authority (GCGRA) has approved the change in control of Momentum’s existing licensed entities, clearing the way for the joint venture to begin operating.
According to the companies, the regulator’s approval reflects its mandate to ensure commercial gaming activities in the UAE are conducted by operators meeting the highest standards of fitness and propriety in accordance with applicable regulatory requirements.
Joint venture combines regional expertise with global scale
The new business will operate and expand the commercial gaming activities currently licensed to Momentum, including lottery, iGaming, sportsbook and gaming content websites.
The companies said the venture will focus on customer experience, technology and sustainable long-term growth while building on Momentum’s track record in the UAE market and Fanatics’ product development and technology infrastructure.
Fanatics operates licensed sportsbook and iGaming products across multiple US states, providing what the companies describe as proven scale, product depth and operational capability.
The partnership represents Fanatics’ strategic entry into the UAE commercial gaming sector through a partnership with Momentum, which the companies describe as the country’s leading regional operator.
Companies see long-term opportunity
Scott Burton, chief operating officer of Momentum Group, said the venture reflects growing confidence in the UAE’s regulatory framework for commercial gaming.
“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,” Burton said.
“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, said the company views the UAE as an important long-term market.
“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,” Grant said.
“We are entering this market for the long term, committed to building something genuinely category-defining together.”
Investment to focus on technology and responsible gaming
Beyond operating Momentum’s existing licensed businesses, the joint venture plans to invest in technology, product development and customer experience as the UAE’s commercial gaming market develops.
The companies also said the partnership will work to advance industry standards for responsible gaming and player protection, while expanding access to regulated gaming products in the UAE.
In addition, the venture aims to contribute to the wider development of the UAE’s digital economy.
Momentum and Fanatics said the partnership has been structured to support sustainable long-term growth while remaining aligned with the UAE’s regulatory framework and national vision for the sector.
Responsible gaming remains central
The companies said responsible gaming and player protection will remain fundamental to the operation of the new business.
Momentum and Fanatics stated that responsible gaming and player protections are core principles embedded within both organisations, adding that full compliance with the GCGRA regulatory framework will remain foundational to how the joint venture operates in the UAE.
Building on complementary strengths
Momentum is a UAE-based gaming and entertainment group operating across lottery, iGaming and digital platforms under licences issued by the General Commercial Gaming Regulatory Authority. The company has positioned itself as a technology-led commercial gaming operator with ambitions to build a regional gaming business.
Fanatics, meanwhile, operates a global digital sports platform spanning commerce, collectibles, gaming, live events, media and financial services. Its Fanatics Gaming division operates licensed sportsbook and iGaming businesses across multiple US states.
