Napptix, a Dubai-based ad-tech company focused on gaming, has officially acquired the Middle East and North Africa (MENA) operations of Yazle Marketing Management, in a strategic move to strengthen its regional footprint in mobile gaming advertising.
The transaction includes Yazle’s entire commercial business across the GCC and North Africa, including its client portfolio and regional team, which will now be integrated into Napptix’s Gaming 360° platform — a solution offering culturally relevant, measurable ad experiences inside digital gaming environments.
This acquisition does not cover Yazle’s operations in Asia-Pacific, Europe, or the Americas, which will continue under their existing ownership and focus on product development and international expansion.
Jamie Atherton, who currently leads the MENA business at Yazle, will continue in his role as General Manager, overseeing regional operations under Napptix’s structure.
The acquisition reflects a growing trend among advertisers to prioritize gaming environments as high-engagement channels, particularly across mobile platforms, where user attention is both significant and sustained.
