Gaming adtech company Napptix acquires Yazle's MENA business
Napptix, a Dubai-based ad-tech company behind the Gaming 360° advertising platform, has completed its acquisition of Yazle Marketing Management's Middle-East & North-Africa (MENA) business.
The agreement covers Yazle's commercial activities, client portfolio and team across the Gulf and North Africa, Yazle's businesses in Asia-Pacific, Europe and the Americas continue under existing ownership.
Bringing Yazle's regional client portfolio and experienced team into Napptix aims to strengthen its ability to deliver culturally relevant, measurable gaming-media solutions across the GCC.
'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 is seamlessly embedded into our region's gaming culture. With Yazle MENA's expertise and Napptix's proprietary technology, we're creating the most emotionally intelligent, context-aware and brand-safe media offering in the MENA region.'
Mehta further explained the move is a result of the prevalence of gaming as an advertising channel.
'As mobile gaming continues to outpace other digital channels in user engagement and mood-positive environments, this acquisition positions Napptix as the go-to GamingTech platform for brands seeking meaningful, measurable impact through innovative, playable, immersive gaming advertisements in the MENA market,' Mehta said.
For Yazle, the sale allows focus on its other international hubs and product innovation roadmap.
'Yazle has evolved into a multi-region organisation,' said Gaurav Aidasani, Co-Founder of Yazle. 'As we sharpen our focus on international growth, we're confident our MENA clients and team will thrive within Napptix's gaming-first ecosystem – built from the ground up to deliver brand-safe, immersive media experiences.'
Jamie Atherton will continue to lead the regional business as Managing Director, Yazle Middle East & North Africa. He deemed the acquisition as 'a major leap forward' and a 'strategic consolidation of strengths'.
'Yazle MENA has always stood for innovation and excellence in gaming and digital advertising,' Atherton said. 'Partnering with Napptix – whose tech-first approach and gamer-centric ecosystem are unmatched – opens new possibilities for our clients to connect with Gen Z and gaming-heavy audiences in the GCC and beyond in smarter, more immersive ways.'
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