- Dubai-based Napptix acquires Yazle MENA’s commercial operations, client portfolio, and team across the Gulf and North Africa.
- The deal strengthens Napptix’s capabilities to offer culturally relevant, measurable in-game ad solutions across the region.
-
The acquisition enables deeper engagement with Gen Z and gaming-heavy audiences through immersive, brand-safe media experiences.
Napptix, the Dubai-based adtech company behind the Gaming 360° advertising platform, has completed the acquisition of Yazle Marketing Management’s operations in the Middle East and North Africa (MENA).
The agreement includes Yazle’s commercial activity, regional team, and client portfolio in the Gulf and North Africa, while Yazle’s businesses in Asia-Pacific, Europe, and the Americas will remain under existing ownership.
With this move, Napptix aims to deliver more culturally attuned and high-impact gaming media solutions, capitalizing on the region’s rapidly growing gaming audience.
“This isn’t just an acquisition – it’s an alignment of vision,” said Saurabh Mehta, Co-Founder and General Manager of Napptix. “We’re building a future where advertising blends naturally into the gaming culture of our region. With Yazle MENA’s expertise and Napptix’s proprietary tech, we’re offering the most emotionally intelligent, context-aware, and brand-safe media in the MENA market.”
Mehta emphasized the growing dominance of mobile gaming as a preferred advertising channel, citing its high engagement and mood-positive environment.
“This acquisition positions Napptix as the go-to GamingTech platform for brands seeking meaningful impact through immersive, playable ads across the region,” he added.
For Yazle, the deal reflects a strategic focus on its international growth roadmap and product innovation.
“Yazle has grown into a multi-region player,” said Gaurav Aidasani, Co-Founder of Yazle. “As we sharpen our global focus, we’re confident our MENA clients and team will thrive within Napptix’s gamer-first ecosystem.”
Jamie Atherton will remain Managing Director of Yazle Middle East & North Africa, leading the newly integrated team. He described the move as a “strategic consolidation of strengths” and a major leap forward.
“Yazle MENA has always stood for innovation and excellence in gaming and digital advertising,” said Atherton. “Joining forces with Napptix unlocks new ways for brands to connect with Gen Z and gaming-first audiences across the GCC and beyond.”
العربية (Arabic) To read the article in Arabic, click here
