Play971, the United Arab Emirates’ first licensed online gaming platform, has signed content agreements with global gaming suppliers IGT and Endorphina as it continues to expand its regulated gaming offering in the country’s emerging commercial gaming market.
The partnerships will add IGT PlayDigital titles and a selection of Endorphina slot games to the Play971 platform, broadening its catalogue of casino-style entertainment for players in the UAE.
The agreements mark the latest expansion move by Play971 following the launch of its football betting product last month and the appointment of former Australian cricketer Brett Lee as its first brand ambassador.
Play971 adds IGT PlayDigital and Endorphina content
Play971 will integrate content from IGT and Endorphina, bringing a mix of slot and table games to its platform. According to IGT, players will gain access to several of its established PlayDigital titles, including Blackjack, Cleopatra and Cats.
Philippa Bowland, Commercial Gaming Director at Play971, said the agreements align with the operator’s strategy of building a regulated gaming platform focused on player protection and responsible growth. Gil Rotem, CEO of Digital at IGT, said the supplier was looking to support the continued development of the UAE market through its content offering.
Endorphina targets growth in emerging UAE market
Endorphina described the partnership as an opportunity to enter a market that remains in the early stages of development. Lohith Chittajallu, Senior Manager of Partnerships & Expansions at Endorphina, said, “It’s exciting to be part of a market that is still in its early stages, and we’re curious to see how players respond to our games.
“We believe this partnership opens the door to new opportunities, and we can’t wait for players to experience the entertainment and quality that Endorphina is known for.”
The supplier received a gaming-related vendor licence from the UAE’s General Commercial Gaming Regulatory Authority (GCGRA) in May, allowing it to provide gaming products and services within the country’s regulated commercial gaming framework.
UAE regulated gaming market continues to develop
Play971 launched in late 2025 after getting a licence from the GCGRA. This regulatory body was set up in 2023 to oversee commercial gaming activities and licensing in the UAE. Play971 went live on 15 December as the UAE’s first authorised online sports betting and iGaming platform.
Play971 operates under the authorisation and supervision of the GCGRA, the federal authority regulating all commercial gaming in the country. The platform is managed by Coin Technology Projects LLC, a limited liability company based in Abu Dhabi, with its main office located at Twofour54 Yas Creative Hub. The launch of Play971 introduced, for the first time, a regulated framework for internet gaming and sports wagering under UAE law.
The UAE’s steady transition to regulated commercial gaming is reflected in a number of developments, including the introduction of Play971. In 2024, the GCGRA awarded the country’s first lottery licence to The Game LLC, which now operates the UAE Lottery.
The regulator has also issued a land-based gaming facility licence to Wynn Resorts for its $5 billion integrated resort on Al Marjan Island in Ras Al Khaimah. The project remains on track to open in 2027 and will be the UAE’s first integrated gaming resort.
In February, the UAE said it was preparing to introduce new online safety protections for children, including age-gating for social media platforms and later extending to other digital services, including gaming. Officials described online child protection as a national priority that affects families, schools, and the wider community.
Subscribe HERE to SiGMA’s Top 10 News countdown and SiGMA’s weekly newsletter to stay up to date with all the latest iGaming News from the biggest iGaming community in the world and benefit from subscriber-only offers.
