Fanatics Gaming has officially entered the United Arab Emirates’ commercial gaming market after agreeing to form a joint venture with UAE-based Momentum Group, marking another significant step in the country’s rapidly developing regulated gaming industry.
The agreement will see Fanatics partner with Momentum Group, one of the UAE’s leading commercial gaming and entertainment companies, to operate and grow Momentum’s existing licenced gaming business. The transaction has already received approval from the UAE’s General Commercial Gaming Regulatory Authority (GCGRA), which also approved the change in control of Momentum’s licenced entities.
The partnership will make Fanatics Gaming’s first move into the UAE and signals the company’s intention to establish a long-term presence in what many operators see as one of the industry’s most promising new regulated markets.
Focus on tech, product development
Under the joint venture, the two companies plan to invest heavily in technology, product development and customer experience. They also intend to expand access to regulated gaming products while supporting the wider development of the UAE’s digital economy. Fanatics Gaming President Conor Grant said the company views the UAE as a market with strong long-term potential.
“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.”
– Conor Grant, President, Fanatics Gaming
Momentum Group will contribute its local market expertise and existing regulatory approvals, while Fanatics is expected to bring its experience in gaming technology, digital products and customer engagement.
Scott Burton, Chief Operating Officer of Momentum Group, said the partnership combines local knowledge with international expertise at a time when the UAE’s gaming sector is taking shape.
“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.”
Market attracting attention from operators
While the UAE’s commercial gaming sector is still in its early stages, it has quickly emerged as a market attracting global attention. Since the creation of the GCGRA, the regulator has steadily introduced the rules governing the industry, with responsible gaming, player protection and strict licencing standards at the centre of its approach.
The UAE has already issued licences to several gaming-related businesses, while major developments such as Wynn Al Marjan Island are expected to further accelerate interest in the sector ahead of their planned launch.
Both Fanatics and Momentum said responsible gaming will remain central to the new business. The companies noted that player protection measures and full compliance with the GCGRA’s regulatory framework will underpin all operations of the venture.
As more global operators position themselves for opportunities in the UAE, Fanatics’ move shows growing confidence that the country is becoming one of the industry’s most closely watched new regulated markets.
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