Catena Media has launched MRKTPLAYS.com, a subaffiliation platform connecting affiliates with operators across North America. Announced on September 18, the initiative is a strategic move by the affiliate marketing company to strengthen its position in the online casino and sports betting industry.

The platform provides affiliates with tools to build networks while giving operators new ways to extend their reach. MRKTPLAYS includes commission structures, tracking systems, and support services such as dedicated account managers. Catena said the rollout follows a beta test with a select group of partners and reflects its goal to deliver scalable, technology-driven growth.

A Pivotal Step for Catena Media

CEO Manuel Stan described the launch as “a pivotal step” in the company’s plan to shape the future of affiliate marketing. He stressed that the platform’s focus on simplicity and agility positions it for experienced affiliates and new content creators.

“With simplicity at its core, MRKTPLAYS is an agile, smart and secure next-generation platform,” Stan said. “We are proud to bring this product to market and excited about the growth opportunities it unlocks.”

The company added that the platform lets partners leverage Catena’s expertise in the North American market and unlock new revenue streams.

Connecting Creators and Operators

MRKTPLAYS aims to link content creators with operators aligned with their brand and audience. Catena’s vision is to foster meaningful partnerships that benefit both sides. Operators from online casinos, sportsbooks, social gaming, and fantasy sports can be paired with affiliates who help amplify their reach.

The platform supports websites, podcasts, Twitch, Discord, and influencer marketing. It also offers fast data refresh rates and transparent insights that allow both operators and affiliates to monitor performance.

Early partners have welcomed the platform. Jason Mezrahi, CEO of Win Daily Sports, said it streamlined accounting and reporting tasks while opening new opportunities. Jess Hodgson, founder of Bounty Sports, added that it offers “direct and straightforward” access to leading operators.

Diversification Amid Challenges

The launch follows Catena Media’s diversification efforts after a challenging period for gaming affiliates. Earlier in 2025, the company abandoned a promising AI project and sold its esports brands. It has also carried out repeated redundancies, including job cuts in May following a weak first quarter.

Despite these setbacks, Catena showed signs of recovery in Q2. Revenue rose 6% compared to the previous quarter when adjusted for currency impacts. Adjusted EBITDA doubled year-on-year to about $1.6 million. 

North America accounted for 90% of Catena’s revenue, underscoring its importance to the business. Stan said the improvement reflected the company’s efforts to stabilise and refine its operations while laying the groundwork for long-term growth.