Fanatics gets UAE approval as Play971 trails offshore leaders

Fanatics is taking licensed betting outside North America for the first time.

Fanatics and Momentum Group have formed a joint venture that will take control of Momentum’s licensed gambling business in the UAE — lottery, sports betting and iGaming included. General Commercial Gaming Regulatory Authority (GCGRA) has already approved the deal. For Fanatics, the UAE is the first test of whether a US-built sportsbook model can compete in a market where legal online betting is only starting to challenge entrenched offshore demand.

Play971 ranks 17th as the only onshore brand in the top 30

The UAE’s first licensed betting platform — Play971 — launched ahead of the FIFA World Cup 2026. The brand is operated by Momentum Coin Technology Projects LLC and holds the only active local licence for iGaming and sports betting in the country.

Play971’s own Blask Index shows a different pattern: the brand generated measurable demand shortly after launch, peaked in December, then cooled through the first months of 2026 before rebounding in May. In May, Play971 ranked 17th among 160 tracked brands in the UAE, with 1.24% BAP and 95.7% MoM growth. 

Offshore brands still define the UAE’s competitive landscape. The top five operators by BAP — betPawa, TrueWin, SportyBet, Dubibet and Stake — together account for more than 60% of accumulated brand demand among tracked operators. Several of them formally restrict the UAE in their terms and conditions, indicating that they do not actively operate in the country.

Blask data still captures measurable demand around these brands, showing that formal restrictions do not always prevent practical access. Play971 remains far below that tier, but its May rebound shows the licensed product is already gaining visibility.

The Fanatics joint venture adds US product scale and operating experience to Momentum’s regulatory access and local presence. Whether that combination converts Play971’s launch visibility into durable market share is the central question in a country where player habits still route around offshore access.

Fanatics scaled US gaming revenue from $300M to $2B in one year

Fanatics started as sports merchandise and content before moving into licensed betting and casino in the US. Gaming division revenue grew from approximately $300M in 2024 to $2B in 2025 — one of the fastest scaling curves on the American market. The company runs licensed sportsbook and iGaming products across multiple US states through Fanatics Betting and Gaming.

The UAE joint venture is Fanatics’ first move beyond North America. The company says it is entering with a long-term horizon and plans to invest in technology, product development and player protection standards alongside Momentum.