Play971 Launches UAE’s First Licensed World Cup Betting Campaign

Play971 has rolled out its first World Cup-focused campaign, marking a new stage for regulated sports wagering in the United Arab Emirates as football fans prepare for the biggest tournament in the sport.

Play971, the UAE’s licensed sports wagering and iGaming platform, has launched its first campaign tied to the FIFA World Cup, giving eligible UAE-based football fans access to regulated betting markets around the tournament. The initiative comes just days before the 2026 FIFA World Cup begins across Canada, Mexico and the United States.

The platform is operated by Coin Technology Projects LLC, which is listed by the General Commercial Gaming Regulatory Authority under both Internet Gaming and Sports Wagering license categories. This makes the campaign an important early test for the UAE’s newly regulated digital gaming environment, where licensed operators are expected to work within strict compliance, player protection and responsible gaming standards.

According to industry reports, Play971’s football offer is aimed at eligible users aged 21 and above who are located in the UAE and pass the platform’s verification requirements. The operator has positioned the World Cup campaign as a “fan-first” experience, combining international football markets with tournament-themed promotions and digital engagement.

The timing is significant. The 2026 World Cup will be the largest edition in the tournament’s history, featuring 48 teams and 104 matches. For the UAE, the event provides a high-profile opportunity to demonstrate how sports betting can operate under a domestic licensing framework rather than through offshore or unregulated channels.

For operators, suppliers and investors watching the Gulf region, Play971’s World Cup rollout may become a key indicator of how quickly the UAE’s regulated gaming sector can develop. If the campaign performs smoothly and maintains regulatory confidence, it could help shape future standards for sports wagering, marketing and customer protection in one of the region’s most closely watched emerging markets.