Napptix, a Dubai-based ad-tech company specializing in gaming, has made a major strategic move. It is acquiring the MENA operations of Yazle Marketing Management. The acquisition aims to significantly boost Napptix’s influence and capabilities. Specially its features in mobile gaming advertising across the Middle East and North Africa.
Expanding the Gaming Ad-Tech Horizon
This deal brings Yazle’s entire commercial operations in the GCC and North Africa under Napptix’s umbrella. It includes:
- ✅ Yazle’s regional client portfolio
- ✅ A team of experienced commercial and marketing professionals
- ✅ Access to key regional partnerships and market relationships
All assets will now become part of Napptix’s Gaming 360° platform. This is a product suite designed to deliver measurable, culturally relevant advertising within digital gaming environments.
This platform allows brands to reach audiences where they are most engaged — inside the games they play every day.
A Regional Deal With Global Implications
While the acquisition is specific to the MENA region, Yazle will retain ownership of its business in Asia-Pacific, Europe, and the Americas. These regions will continue operating independently with a focus on:
- ✅ Product innovation
- ✅ International growth
- ✅ Strategic partnerships outside of MENA
This separation ensures that Yazle can double down on its global ambitions, while Napptix takes full charge of building a dominant ad-tech presence in the Middle East.
Leadership Continuity to Drive Integration
To ensure a smooth transition, Jamie Atherton, the current head of Yazle’s MENA business, will remain in his role as General Manager. He will now lead regional operations within the Napptix structure.
This continuity is expected to help retain talent, maintain client relationships, and accelerate the integration of Yazle’s services into Napptix’s platform.
Why It Matters: Gaming as the Next Big Ad Frontier
Advertisers are increasingly turning to gaming environments as high-impact, high-engagement channels. In particular, mobile gaming offers:
- ✅ Long screen time and deep user attention
- ✅ Culturally immersive ad formats
- ✅ Non-disruptive brand placements inside gameplay
With MENA’s young, mobile-first population, the region is ripe for gaming-led digital campaigns. The acquisition positions Napptix as a regional leader in gaming ad-tech, ready to serve brands looking for innovative ways to connect with audiences.
Looking Ahead
This move reflects a broader shift in digital advertising strategies — one where traditional banners and pop-ups are giving way to immersive, contextual ad experiences inside games.
Napptix’s expansion through Yazle’s MENA assets not only enhances its product offerings but also cements its position as a forward-thinking ad-tech innovator in a fast-growing market.