Dubai-headquartered ad-tech innovator Napptix has officially acquired the Middle East & North Africa operations of Yazle Marketing Management. The acquisition includes Yazle’s regional commercial activities, its robust client portfolio, and the team operating across the Gulf and North Africa.
Yazle’s operations in other global markets—including Asia-Pacific, Europe, and the Americas—will continue to function under their current ownership, while the MENA arm now transitions into Napptix’s expanding gaming-first ad-tech ecosystem.
This strategic move is designed to strengthen Napptix’s growing presence across the MENA region, offering brands and agencies access to culturally tuned, high-impact advertising experiences within gaming environments. Yazle’s local market expertise and existing client relationships will help Napptix deliver more personalized, immersive campaigns that align with the region’s unique digital behavior—especially the surging popularity of mobile gaming. “This isn’t just an acquisition—it’s an alignment of vision,” said Chirag Shah, Co-Founder & Investor at 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.”
He added that as mobile gaming continues to outpace traditional digital channels in user engagement, Napptix is uniquely positioned to become the go-to GamingTech platform for brands looking to create “meaningful, measurable impact” through playable and immersive ad formats.
Yazle, which has expanded into a multi-region business, sees the transition as a win-win for its MENA clients and team. “As we sharpen our focus on international growth, we’re confident our MENA clients and team will thrive within Napptix’s gaming-first ecosystem,” shared Gaurav Aidasani, Co-Founder of Yazle. “It’s a platform built from the ground up to deliver brand-safe, immersive media experiences.”
To ensure business continuity and consistency for existing clients, Jamie Atherton will continue to lead the MENA operations as Managing Director. “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 smarter, more immersive ways,” said Divyansh Singh, Founder of Napptix. “We see the move as a strategic consolidation of strengths. It’s a major leap forward.”
With this acquisition, Napptix further cements its position as a category leader in GamingTech across the MENA region, accelerating the shift toward measurable, mood-positive brand experiences that resonate with today’s gamers.
