Napptix, the Dubai-based ad-tech company behind the Gaming 360° advertising platform, has completed the 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 immediately strengthens the company’s ability to deliver culturally relevant, measurable gaming-media solutions across the GCC. For Yazle, the sale allows focus on its other international hubs and product innovation roadmap.
Jamie Atherton will continue to lead the regional business as Managing Director, Yazle Middle East & North Africa, providing seamless continuity for clients and partners.
Chirag Shah, Co-Founder and Investor of Napptix, said, “This isn’t just an acquisition – it’s an alignment of vision. 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. 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.”
Gaurav Aidasani, Co-Founder of Yazle, said, “Yazle has evolved into a multi-region organization. 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.”
Divyansh Singh, Founder of Napptix, said, “Napptix has always stood for innovation and excellence in gaming and digital advertising. Partnering with Yazle MENA – whose regional partnerships 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. We’d transform how brands engage with gamers – across mobile, PC, console, esports and streaming platforms. We see the move as a strategic consolidation of strengths.. It’s a major leap forward.”
