Dubai, UAE, September 2025: Yazle MENA powered by Napptix, today announced a strategic partnership with Trophèe, the fast-growing Game-Commerce company to unlock one of the region’s most exciting new opportunities at the intersection of advertising, gaming and digital commerce.

Saurabh Mehta

This alliance is set to transform how brands engage with millions of gamers across the GCC, by introducing seamless, commerce-driven experiences inside games—blending gaming entertainment with embedded shoppable moments that deliver measurable ROI & impact for advertisers and added value for players.

The GCC gaming market is projected to surpass $6 billion by 2027, with Saudi Arabia and the UAE leading the charge as global gaming hubs. With over 65% of the region’s population under 35 and among the highest smartphone penetration rates in the world, the opportunity for brands to build authentic, scalable connections with gaming audiences has never been greater.

Jamie Atherton, Managing Director of Yazle MENA

Jamie Atherton, Managing Director of Yazle MENA, said: “Yazle MENA’s leadership in Gaming media, regional network and brand partnerships coupled with Trophèe’s commerce-first gaming ecosystem, offers brands and agencies a new way to move beyond standard awareness metrics into performance-driven, shoppable advertising formats inside games.”

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