From left: Saurabh Mehta, Co-Founder of Yazle MENA & Napptix; Mritunjay Srivastava, CTO of Trophèe; Jamie Atherton, Managing Director of Yazle MENA.Yazle MENA powered by Napptix has entered a partnership with game-commerce company Trophèe to enhance offerings at the intersection of advertising, gaming and digital commerce.
The partnership aims to transform how brands engage with millions of gamers across the GCC, by offering commerce-driven experiences inside games which blend gaming entertainment with embedded shoppable moments that deliver measurable ROI and impact for advertisers and added value for players.
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“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,” said Jamie Atherton, Managing Director of Yazle MENA.
The GCC gaming market is projected to surpass $6bn by 2027, according to Yazle MENA. Saudi Arabia and the UAE leads the charge as global gaming hubs. Furthermore, more than 65 per cent 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, Yazle MENA claims.
“Gaming has evolved from a side pastime into a mainstream digital channel and a powerful new hub for commerce,” said Mritunjay Srivastava, CTO of Trophèe. “The partnership with Yazle MENA is set to redefine how global brands authentically connect with gamers in the GCC region – seamlessly integrating immersive real-world retail, brand engagement and high-quality dynamic ad experiences within gameplay.”
“It also opens the door for game developers and publishers with a powerful alternate monetisation channel that boosts ARPU, eCPM and player engagement, all while preserving the core joy of gaming,” Srivastava added.
Finally, Saurabh Mehta, Co-Founder of Yazle MENA and Napptix concluded: “This marks a significant step in our vision to innovate how brands engage with gamers. We are ready to deliver the next wave of engagement – where brand storytelling directly translates into commerce and long-term consumer value.”
