United Arab Emirates-based entertainment conglomerate Momentum Group has announced the launch of the country’s first-ever regulated sports betting campaign through its flagship brand, Play971. Ahead of the highly anticipated 2026 World Cup kicking off this Friday, 12 June, UAE-based fans will legally be permitted to place wagers on international football fixtures via a locally rooted platform for the very first time.
The initiative marks a massive historical shift for the Gulf state’s commercial gaming sector. Operated by Coin Technology Projects LLC, a subsidiary of Momentum Group, which also runs the official UAE Lottery, Play971 holds the distinction of being the sole operator currently authorised under both the “Internet Gaming” and “Sports Wagering” licence categories in the country.
“Fan First” Strategy for the World Cup Era
The newly unveiled marketing drive positions Play971 directly in front of the world’s biggest sporting event. Philippa Bowland, Commercial Director for iGaming at Play971, described the platform’s layout as a “fan first” experience constructed specifically to complement major football moments. Bowland stated,
For the first time, a locally rooted platform like Play971 adds a new layer to the sports experience, making it possible for fans to play sustainably, rally behind their teams and enjoy major football moments together.
In addition to the premier World Cup fixtures, the platform is rolling out regionally focused betting markets. Eligible users can place wagers on local football competitions and Middle Eastern horse racing, alongside casino-style games and live-dealer tables streamed from a dedicated, licensed studio in Abu Dhabi.
Navigating the One Licence Per Emirate Policy
The underlying mechanics of Play971’s rollout highlight the unique regional architecture established by the federal gaming regulator, the General Commercial Gaming Regulatory Authority (GCGRA).
The UAE operates under a strict system, which was formalised when the authority established the one licence per emirate model for online gambling. Under this regime:
- Regional Availability: Play971 is fully live and available to locally based international residents aged 21 and older who are physically situated within authorised zones.
- Geo-Blocking Infrastructure: To strictly adhere to the decentralised emirate-level controls, advanced geo-fencing technology is active on the platform.
- Targeted Restrictions: The GCGRA retains the right to enforce strict boundaries, meaning access can be selectively blocked in specific emirates or highly sensitive geographic zones if local leadership dictates.
Regulatory Safeguards and Strict Age Controls
Because the platform is launching under heavy regulatory scrutiny, Play971 operates on a strict compliance-first basis. Unlike standard international sportsbooks that utilise heavily gamified promotions or financial bonuses to hook new users, the UAE platform deliberately avoids promotional sign-up incentives. Instead, it relies strictly on transparency, real-money transactions, and data security.
This risk-averse approach perfectly mirrors the country’s broader digital defence mechanisms, such as when the country introduced the child protection-focused online gaming regulations. To ensure underage or vulnerable groups are thoroughly insulated from commercial gaming, Play971 mandates rigorous identity verification protocols. Users must pass strict location tracking, identity screening, and banking checks tied explicitly to the account holder’s legal name. The use of Virtual Private Networks (VPNs) is explicitly banned, and any winnings obtained through masked identities are subject to immediate forfeiture.
With the World Cup kickoff imminent, Play971’s campaign will serve as a high-profile litmus test for the sustainability and security of the UAE’s rapidly growing, highly regulated digital gambling framework.