The United Arab Emirates took a major step into the regulated gaming world with the launch of its first legal horse racing betting platform, Play971, in June 2026. Based out of Abu Dhabi, the company has become the UAE’s pioneer in licensed sports wagering and iGaming, expanding its operations from its initial iGaming launch in November 2025. The move, sanctioned by the General Commercial Gaming Regulatory Authority (GCGRA), represents a shift towards a more formalized gaming market in the region—an effort that’s been years in the making.
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Building a New Industry Standard
Philippa Bowland, Play971’s commercial director for iGaming, highlights that the venture required building an entirely new category of regulated entertainment. “Launching the UAE’s first and only licensed sports wagering and iGaming platform has been a major undertaking,” Bowland remarked. Her experience with major gaming operators like Pinnacle Sports, Flutter Entertainment, and Entain proved invaluable in navigating this uncharted territory. The challenge went beyond merely setting up the technical infrastructure; it involved crafting a regulatory framework from scratch. “Every decision, from regulatory compliance to player onboarding, had to align closely with the GCGRA’s framework,” Bowland added. And momentum, the parent company behind Play971, worked intimately with local regulators to ensure that consumer protection and compliance were at the forefront of their operations. They’ve partnered with locally licensed payment providers and use gaming content certified by Gaming Laboratories International (GLI).
Educating a New Market
Part of Play971’s mission includes educating the public about the value of regulated gaming. But in a market where commercial gaming is relatively new, understanding the benefits of operating through a licensed platform is crucial. “Commercial gaming is a new and formally regulated category here,” Bowland explained, emphasizing the importance of player protections. And early responses have been positive, with strong registration numbers reflecting pent-up demand. The narrative extends beyond offering just a betting product. Trust and transparency are central to Play971’s messaging as the platform seeks to redefine how fans engage with horse racing. “For the first time, wagering on horse racing is possible, legal, and safe through a regulated platform,” according to Bowland. This distinction may offer Play971 a competitive edge as it navigates a nascent market.
Strategic Choice of Abu Dhabi
The decision to launch in Abu Dhabi was strategic, considering the city’s established reputation within the UAE’s racing scene. Race events in the region have always attracted global attention, and Play971 adds a new dimension to this already thriving culture. “As the home of our licensed operations, Abu Dhabi was a natural starting point,” Bowland explains. The platform’s demographic reach mirrors the UAE’s diverse population. From cricket lovers among South Asian communities to European expats passionate about football and racing, Play971 caters to a broad spectrum of interests. Besides sports betting, the company offers casino-style games and live-dealer products, though Bowland insists that the focus is on offering a broad entertainment experience rather than aggressive cross-selling.
Future Prospects and Market Potential
While the early indicators are promising, the UAE’s commercial gaming framework is still in its infancy. Bowland notes that the long-term market potential remains uncertain as both operators and regulators tread new ground. “We are still at the beginning of our journey,” she says, but the company remains optimistic about the opportunities ahead. Momentum’s focus will be on expanding its offerings in sports with a strong regional following, including cricket, Formula One, UFC, and football. Their ambition isn’t limited to a single platform but includes a broader contribution to the local economy and the introduction of regional gaming firsts. The GCGRA’s regulatory framework is still evolving, and as such, the market’s development could offer invaluable insights for a global industry closely watching this bold experiment in regulated gaming. The board’s next move, including further regulatory updates, will be keenly observed as it unfolds.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
