Yalla Group Limited, the largest Middle East and North Africa (MENA)-based online social networking and gaming company, has announced a strategic partnership with the Saudi Esports Federation (SEF) to drive the continued expansion of Saudi Arabia’s national esports ecosystem, broaden opportunities for local talent and promote greater inclusivity in competitive gaming. The partnership represents a key element of Yalla’s strategy to deepen engagement in Saudi Arabia, one of the region’s most important growth markets.

Supporting the aims of Vision 2030 and the National Gaming and Esports Strategy, SEF and Yalla Group signed two Memoranda of Understanding (MoUs) to further develop esports within the Kingdom and establish new pathways for aspiring talent to develop key skills and experience.

Under the partnership agreements, Yalla has been appointed Official Event Partner of the Saudi eLeague (SEL) 2026, the Kingdom’s premier national esports competition. Support for the Women’s Saudi eLeague will be a key focus of the partnership, aligning with Yalla’s dedication to promote inclusion, community development and broader participation in digital entertainment. By cultivating female talent and establishing structured pathways for women’s participation in competitive esports, Yalla aims to contribute to the growth and vitality of Saudi Arabia’s gaming sector.

In addition, Yalla will launch a talent development programme in collaboration with the SEF’s Saudi Esports Academy, designed to foster local esports talent through training, mentorship and competitive experience. The initiative aims to strengthen foundational talent pipelines and improve the long-term competitiveness of Saudi Arabia’s esports ecosystem.

Saifi Ismail, President of Yalla Group, said: “This partnership marks an important step in our engagement with Saudi Arabia’s esports sector. By supporting both national competitions and talent development, we are proud to contribute to the sustainable growth of the Kingdom’s gaming ecosystem.”

“Partnering with a MENA leader like Yalla Group brings valuable regional expertise to the Saudi eLeague. This collaboration is crucial for amplifying the league’s prestige and ensuring it delivers a world-class experience for players and fans,” said Ibrahim Alsheddi, Chief Shared Services Officer at the Saudi Esports Federation.

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Blending Knowledge in CRM, Gamification, and Loyalty Marketing Will Enable Operators to Expand Rapidly.

Xtremepush, a top provider of CRM and loyalty marketing, has revealed that experts and strategists in CRM and gamification, Hybrid Interaction, have joined its XP Partners programme, offering fully managed services to current operator clients.

The alliance has been established with the primary goal of enabling operators to enhance their CRM functions more swiftly and efficiently, regardless of their internal capabilities, while also concentrating on a wider goal of equipping customers with top-tier CRM resources supported by professional assistance.

The two brands have merged their product knowledge and profound insight into customer issues to assist brands in managing intricate CRM programs across multiple markets or brands with improved consistency, efficiency, and speed, guaranteeing the quickest path to growth, regardless of location or igaming sector.

Robbie Sexton, Director of Partnerships at Xtremepush, said of the partnership: “We’re constantly looking for ways to leverage complementary technologies and expertise in this sector, and bringing on Hybrid Interaction as the latest member of our XP Partners programme is a prime example of how we can leverage best-in-class expertise to deliver customer success.”

“By combining our category leading CRM and loyalty marketing platform and our laser focus on customer delivery with Hybrid Interaction’s expertise in gamification and CRM strategy implementation, we know we have a potent offering that can power brand growth quickly, no matter the complexity of the operation.”

Nelli Zhamagortsyan, Head of Business Development at Hybrid Interaction, added: “Our speciality lies in enhancing player engagement, retention, and lifetime value through data-driven strategies, personalized automation, and innovative gamification solutions. Working with Xtremepush via its XP Partners arm will help us deliver those gains faster and with more efficacy”.

The XP Partners initiative aims to provide rapid growth and empowerment to clients through closely integrated collaborations with both solution and technology companies. Utilizing Xtremepush’s platform, combined with specialized knowledge from external companies in particular product and service domains, operators can benefit from a comprehensive solution that improves and expands the current Xtremepush offerings.

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