The UAE's first licensed online sports gaming platform has reported strong growth in registrations and active players during the 2026 Fifa World Cup, according to its commercial director for iGaming. Play971, which received approval from the General Commercial Gaming Regulatory Authority (GCGRA) to operate as the country's sole licensed online gaming platform, launched before the tournament held in North America with 48 teams.
The World Cup ranked among the most-watched tournaments ever despite time zone difficulties, and eight Arab world teams qualified for the first time, a record for the region. Philippa Bowland, Play971's commercial director for iGaming, said the tournament validated the platform's belief in underserved demand for local licensed gaming.
A record World Cup for Arab teams
Eight Arab world teams qualified for the 2026 tournament, the highest number ever from the region. Morocco reached the quarter-finals, matching their 2022 run, before losing to France. Bowland described Morocco as the platform's biggest underdog story, drawing cross-national support.
The tournament was held in North America with 48 teams and ranked among the most-watched ever despite time zone difficulties for viewers in the Gulf and wider region. The expanded format gave more nations a chance to compete on the global stage.
For UAE residents, the presence of so many Arab teams created a stronger connection to the tournament, with interest extending beyond traditional football markets.
Play971 reports growth during the tournament
Registrations and active players grew strongly throughout the tournament, Bowland stated. During the final, 49% of all predictions were placed live, according to Bowland. This suggests users engaged with the matches as they unfolded rather than only before kick-off.
Fixtures involving Portugal, Brazil, England, Spain and Belgium drew the strongest engagement. France v Spain generated the highest volume of individual predictions, Bowland said. Kylian Mbappe was the most-backed goalscorer on the platform.
The platform requires users to be at least 21, physically in the UAE, and outside sensitive areas. Play971 became the first licensed online platform after the UAE authorised sports gaming only last year.
Cricket focus and brand ambassador
Former Australian fast bowler Brett Lee became Play971's first brand ambassador. Bowland cited the UAE's large South Asian population as a natural cricket focus for the platform.
The appointment signals an intent to broaden the platform's appeal beyond football, tapping into the country's diverse sporting interests. Cricket is widely followed among South Asian communities in the Gulf.
The move comes as the UAE continues to develop its regulated gaming framework, with the GCGRA overseeing licensing and compliance.
What it means for residents and businesses
For residents, the growth of a licensed local platform offers a regulated alternative to unlicensed operators, with age and location checks in place. The requirement to be physically in the UAE and outside sensitive areas means users must comply with local rules.
For businesses, the strong engagement during a major tournament highlights the potential of the licensed gaming sector. The World Cup period showed that demand exists for local, regulated options, according to Bowland.
As the UAE's gaming market evolves, the experience of Play971 during the 2026 World Cup may inform how other operators and regulators approach the sector. The focus on cricket and football suggests a strategy aligned with the country's demographics.