The United Arab Emirates is set to enter a new chapter in its regulated gaming journey. This comes as Play971 launches the country’s first World Cup betting campaign ahead of the 2026 FIFA World Cup.
The initiative marks the first time UAE-based sports fans will be able to place legal wagers on international football matches through a locally licensed sports betting platform. In addition, the campaign comes as Play971, operated by Coin Technology Projects LLC, prepares to capitalize on one of the world’s most anticipated sporting events.
Play971 Leads UAE Sports Betting Market
According to reports from Arabian Gulf Business Insights (AGBI), Play971 is operated by Coin Technology Projects LLC, a subsidiary of Momentum. The company currently holds the UAE’s only Sports Wagering License. It also holds an Internet Gaming License issued by the General Commercial Gaming Regulatory Authority (GCGRA).
Promotional materials released by Play971 describe the launch as a landmark moment for sports entertainment in the UAE. They highlight that local football fans will, for the first time, have access to a licensed platform designed specifically for the domestic market.
The operator positioned the offering as a new way for fans to engage more closely with international football. This is done through regulated betting products.
Regulatory Framework Continues to Evolve
While the launch represents a significant milestone for the market, questions remain regarding the broader legal framework governing commercial gaming in the UAE.
AGBI reported that although the GCGRA references Decree No. 30 of 2022 as the basis for regulation, authorities have not yet publicly released the full legislation legalizing commercial gambling.
The report also noted that Momentum previously introduced two online gaming platforms, TrueWin and Dream Island, in late 2025. These platforms offered wagering opportunities across sports including football, tennis, cricket, and basketball. Additionally, they offered casino products such as poker, roulette, slot games, and live dealer offerings.
Industry Watches Licensing Developments
The UAE’s long-term licensing structure remains a key area of interest for industry stakeholders.
Earlier reporting from Vixio Gambling Compliance suggested the GCGRA could adopt a model allowing one B2C online gaming license per emirate. This would mirror a framework reportedly under consideration for land-based casino operations.
To date, regulators have issued only a limited number of licenses across key categories. These include a Land-Based Gaming Facilities License awarded to Wynn Resorts for its US$5.1 billion Wynn Al Marjan Island development in Ras Al Khaimah. There is also a Lottery License granted to The Game LLC, operator of the UAE Lottery.
World Cup Provides First Major Test
The timing of Play971’s campaign places the operator at the center of the country’s first major regulated sports betting opportunity.
With the 2026 FIFA World Cup set to begin on June 12 across the United States, Canada, and Mexico, the tournament offers a high-profile platform to introduce legal sports wagering to UAE consumers.
As football remains one of the world’s most popular betting sports, industry observers will be watching closely. They want to see how players respond to the newly regulated offering.
The campaign also provides another indication of how the UAE’s gaming market is gradually taking shape. Sports betting is emerging as a visible component of the country’s evolving regulatory landscape.
