Yazle MENA, powered by Napptix, has announced a strategic partnership with Trophèe, the fast-growing Game-Commerce company, to drive innovation at the intersection of advertising, gaming, and digital commerce in the GCC.
The collaboration aims to reshape how brands interact with gaming audiences by embedding commerce-driven experiences directly into gameplay. This approach blends entertainment with shoppable moments, opening new revenue streams for developers while delivering measurable impact for advertisers and additional value for players.
Industry forecasts suggest that the GCC gaming market will exceed $6 billion by 2027, with Saudi Arabia and the UAE emerging as leading global hubs. With more than 65% of the regional population under 35 and some of the world’s highest smartphone penetration rates, the opportunity for brands to build meaningful connections with gaming audiences is accelerating rapidly.
The partnership brings together Yazle MENA’s strength in gaming media, regional networks, and brand partnerships with Trophèe’s commerce-first gaming ecosystem. Together, they will help brands and agencies move beyond traditional awareness campaigns. The focus will be on performance-driven, shoppable advertising formats within games.
Experts suggest that gaming has evolved from a casual pastime into a mainstream digital channel and a powerful hub for commerce. As such, this partnership with Yazle MENA and Trophèe will redefine how global brands connect with GCC gamers by seamlessly integrating immersive retail, brand engagement, and dynamic advertising experiences into gameplay. This model will also open new monetization opportunities for developers and publishers, boosting metrics such as ARPU, eCPM, and player engagement, while maintaining the core enjoyment of gaming.
Lastly, this collaboration represents a significant step towards new ways of innovating and how brands engage with gamers. This initiative is designed to deliver the next wave of engagement, where brand storytelling translates directly into commerce and long-term consumer value.
