Napptix Acquires Yazle MENA Ops to Boost Gaming Ad Strategy

Malaz Madani

Last updated 19-06-2025

2 min

Napptix acquires Yazle Marketing’s operations across the Middle East and North Africa region.

Yazle retains its activities in Asia-Pacific, Europe, and the Americas.

Yazle's regional operations integrate into Napptix's Gaming 360° platform, enhancing gaming advertising.

Jamie Atherton will lead Yazle's operations in the MENA region as General Manager.

The merger aims to leverage the growing potential of mobile platform advertising in gaming.

So, the buzz in Dubai's startup scene this week revolves round Napptix, a Dubai-based tech player specialised in gaming-focused advertising solutions. They’ve just snapped up Yazle Marketing Management's regional operations across the Middle East and North Africa region.

Now, just in case you're wondering—nope, not everything Yazle-related heads over Napptix's way. Yazle will keep hold of its activities in Asia-Pacific, Europe, and the Americas markets. The current deal covers their biz in the Gulf and North Africa, including their client portfolio and regional teams, which sounds like a smart strategic fit to me.

Under the new setup, Yazle's Middle East businesses will slot neatly into Napptix’s Gaming 360° platform. That's spot on—a tailored move designed to capitalise on the ballooning gaming sector, which has become a gold mine for innovative advertising lately. People are engaging more positively with digital ads in gaming, especially when it comes to mobile platforms. And believe it or not, that's precisely where the future of advertising seems to be heading.

As for who's steering the ship? Jamie Atherton will now lead Yazle's regional ops as the General Manager for the MENA region. Meanwhile, Yazle Global will crack on independently, staying laser-focused on product development and expanding their footprint in other international markets.

At Arageek, we've had our fair share of stories highlighting major mergers and deals, and I reckon this one’s particularly promissing—not just another flashy acquisition, but a well-thought step toward dominating a competitive and lucrative sector.

On the flip side, mergers often mean a bit of organisational reshuffling… let's hope the synergy here actually ends up helping startups and brands tap better into gaming audiences. We'll be keeping an eye on these developments. After all, it's deals like this that keep the entrepreneurial flame alive and kicking across the MENA region, you know?

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