Riyadh, KSA 19 Nov. 2025– Dsquares has signed a Memorandum of Understanding with stc Group to upgrade how Saudi consumers experience rewards and everyday benefits. The collaboration centres on making loyalty more useful in real daily life through instant, personalised digital rewards offered across categories that matter most to consumers.
The agreement integrates Dsquares’ loyalty technology into stc’s ecosystem to support a broader shift in the Kingdom toward customer-centric digital services. The new model aims to provide people with faster access to relevant e-vouchers, easier redemption journeys, and offers that reflect their habits and preferences, moving loyalty from a promotional add-on to a practical part of day-to-day spending.
Marwan Kenawy, Co-founder and CEO of Dsquares, highlighted the long-term vision saying: “We are honoured to partner with stc to power the discount platform for “qitaf,” one of the most trusted and widely used loyalty programs in Saudi Arabia and the GCC. By managing and implementing the “qitaf” e-voucher ecosystem, we’re not just deploying technology; we’re building solutions that enhance everyday experiences for millions of Saudi consumers. This deep commitment to digital transformation ensures that loyalty programs become more accessible, practical, and rewarding across the Kingdom.”
“This collaboration comes at a time when the loyalty sector in the region is undergoing major transformation, as brands shift from traditional, points-based and transaction-driven programs to more human-centric experiences powered by data and behavior, placing the user’s needs at the heart of every feature and value delivered.”
Mohamed El Fahad, General Manager of Loyalty at stc, commented on the new value proposition saying: “This partnership is fundamentally about enhancing value and utility for our members. The collaboration with Dsquares allows us to inject intelligent solutions into our loyalty ecosystem, aiming to provide exclusive, relevant discounts delivered seamlessly as electronic vouchers directly through the new “qitaf” application. This strategic move ensures personalized rewards are instant and practical for our 19 million+ customers, reinforcing “qitaf’s” position as a leader in customer appreciation.”
By bringing together a major telecom operator and a regional loyalty specialist, the collaboration reinforces a broader shift underway in Saudi Arabia: moving from traditional, points-heavy loyalty schemes to smarter, behaviour-driven ecosystems. The partnership is designed to give “qitaf” members a more intuitive, practical, and personalised rewards experience, one that integrates smoothly into their everyday spending.
Industry data reflects this momentum: the loyalty market in the Middle East is expected to grow by 16.3% in 2025 to reach USD 3.27 billion, with the wider MENA region forecast to expand from USD 5.85 billion to USD 9.38 billion by 2028. This rapid growth underscores the shift toward more sophisticated, consumer-centric loyalty ecosystems, making initiatives like the stc–Dsquares partnership increasingly critical to meeting evolving expectations.
As part of the agreement, Dsquares will implement the digital infrastructure that powers “qitaf’s” e-voucher ecosystem and curate the expanded “qitaf” Marketplace. This ensures members receive timely, relevant discounts based on their points balance and shopping patterns, making “qitaf” a more useful companion in daily life.
