UAE Sports Betting Operator Rolls Out First World Cup Campaign

The people of the United Arab Emirates will finally be able to bet legally on the World Cup tournament of football in the upcoming weeks, when the licensed gambling company in the nation starts an online marketing campaign in preparation for the tournament. It is a significant move for the UAE market as Play971, the licensed gambling company, prepares to launch World Cup bets.

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Play971 Launches Campaign

Arabian Gulf Business Insights reported that the campaign is being rolled out by Play971, the platform operated by Coin Technology Projects LLC. Coin, a subsidiary of Momentum, is the only operator licensed with an Internet Gaming License and the only holder of a Sports Wagering License issued by the UAE’s regulator, the General Commercial Gaming Regulatory Authority.

According to the report, Play971’s post said football fever is about to spread around the world and, for the first time, UAE-based fans will be able to place wagers on international football matches through a licensed platform built for and based in the country. The message also described the move as a landmark moment for sports entertainment in the UAE and a new way for fans to follow the action more closely.

Regulatory Position Remains Unclear

Even as the promotion begins, the legal framework around commercial gambling in the Emirates has not been fully made public. AGBI noted that the legislation legalising commercial gambling has not yet been released, even though the relevant law, decree no. 30 of 2022, is referenced by the GCGRA.

The report added another layer of context by pointing to Momentum’s earlier launch of 2 online betting platforms late last year, TrueWin and Dream Island. The platforms had wagering options available on sports such as football, tennis, cricket, and basketball, along with table games like live dealers, poker, roulette, and slot machines.

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Licensing Structure Under Watch

Questions about the wider licensing model in the UAE have also been raised in previous reporting. A report by Vixio Gambling Compliance last October suggested the GCGRA may allow 1 B2C online gaming license per emirate across the country’s 7 emirates, in a structure similar to the one said to be used for land-based casino gaming.

To date, only 1 license in each operator category has been issued. These include a Land-Based Gaming Facilities License for Wynn Resorts for its US$5.1 billion Wynn Al Marjan Island development in Ras Al Khaimah, as well as a Lottery License to The Game LLC, which operates the UAE Lottery.

World Cup Kickoff Nears

The World Cup will commence this Friday, 12 June, at which time it will be held by the United States, Canada, and Mexico. The timing of Play971’s campaign places the UAE operator directly in front of the sport’s biggest global event, with licensed betting now being promoted in the country for the first time.

The launch adds another sign of how the UAE’s regulated gaming market is gradually taking shape, with sports wagering now moving into view just as the tournament gets underway.

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Source: Inside Asian Gaming