Yolo Group is "all in" on the UAE opportunity now that they have two licenses.

Yolo Group's B2B CEO Lara Falzon is looking to camel racing for ideas for new things to do in the UAE, where the company just got a licence to be an iGaming supplier.
Yolo Group in the UAE
Lara Falzon, the CEO of Yolo Group's B2B brands, is sure that the company's "all-in" attitude would help it succeed in the UAE.

Falcon told iGB, "Yolo is entering the UAE market with a full ecosystem offering, live studio experiences, slots, and aggregation services." "So, we need to make a fully connected entertainment platform that gives players quality, safety, and new ideas."

"This all-in approach builds credibility and trust, which gives us a lot of chances and a head start over our competitors."

Yolo has an edge in the UAE because it was the first to move.
According to Falzon, Yolo wants to "press the start button" in the UAE as soon as this month. Their live studio in Abu Dhabi is almost done. Falzon says, "We're ready to go as soon as they're ready."

Falzon thinks that Yolo's first-mover advantage in the UAE is very important for success, especially in a market that might be quite profitable.

"Getting to market quickly is very important," Falzon says. "It gives you a chance to have a local presence, which makes it harder for competitors to get in. This might be quite profitable, both in terms of sales and value.

In the first week of October, Yolo Group said that its Hub88 Holdings and Live Online Gaming Services companies had gotten two vendor licenses in the UAE for gaming.

With these licenses, Yolo can provide iGaming content to the regulated market in the UAE. According to the UAE's gambling rules, each emirate will only get one online licence.

After Yolo said it was going to switch to completely regulated markets and leave its shady past behind, the news of the authorised licenses came out.

Tim Heath, the CEO of Yolo, called the entry into the UAE a "statement of intent." Falzon, who became CEO of Yolo's B2B brands in July, argues that the company's mindset should help it do well in the market.

The UAE is an important market for Yolo's future.
Falzon believes that getting the UAE licenses has been one of her biggest accomplishments at the company thus far.

Falzon says, "It changes Yolo's position in the market in a fundamental way, beyond the business opportunity it offers." "The licence has made us more credible and started conversations that weren't possible before." It's a solid base for the next step in our progress.

Yolo and its B2B section have a significant chance here, especially since several other more established regulated marketplaces are currently controlled by monopolies or major companies.

Falzon calls the UAE a "forward-thinking, well-regulated market," which is in line with Yolo's values as a firm. Falzon says, "Yolo Group thinks it can innovate responsibly in a region with a lot of growth."

"There are a lot of untapped opportunities in the UAE, which is very exciting because we don't know where this will take us, both in terms of product offering and strategy."

Falzon thinks that Yolo's potential to stand out in the UAE market would depend on two strategic factors: its products and its technology.

Falzon says, "One of our main goals is to treat the UAE as a live lab where we can test and find out what players value most." "As a content aggregator, our main goal is to learn about the market and find different products that players in this area will like.

Another lever is technology. Yolo may stand out because it has a tech stack that is trusted by both its suppliers and customers. The technology makes it possible to quickly make changes and deploy them. It also comes with other tools, like analytics, automated ad setups, and AI-driven personalisation.

Localisation as a safety net
The UAE's love of camel racing has been an interesting discovery thus far. Falzon says, "I need to find a studio that has camel racing first!" She thinks localisation is vital, but it's more than just making Yolo "fit in."

"It acts as a safety net, lowering the risks of culture, rules, and engagement," she explains. "Still, I think that how rapidly Yolo "integrates" into the market will determine its long-term viability.

"Another very important thing about the UAE is that its religious and social alignment is different from that of other markets."

A clear process for getting a licence in the UAE
She said that getting a licence in the UAE is hard but works together.

"Overall, the process has been thorough, open, and based on international standards, but it is still changing." "We had a lot of briefings, guidance calls, and document reviews, and GCGRA was more of a partner than a punisher," she says in conclusion.

"What makes the UAE's approach different is that it encourages innovation and cooperation while still keeping control."