Catena Media has launched its proprietary subaffiliation platform MRKTPLAYS to strengthen affiliate partnerships and help operators grow their footprint in North America.
The company previously reported subaffiliation growth despite an overall revenue decline. Commenting on the new platform, CEO Manuel Stan called it “a pivotal step in Catena Media’s journey to shape the future of affiliate marketing”.
The launch mirrors an industry trend as affiliates diversify beyond SEO by building their own networks. In 2020, Acroud acquired the Matching Visions igaming affiliate network through its purchase of PMG Group. Raketech followed in 2022 with Affiliation Cloud, which won Best Tech for Affiliates at the 2023 iGB Affiliate Awards, while Oddschecker introduced Confido Network for sports affiliates. Most recently, Game Lounge’s innovation hub GLX launched the Kiickr platform to streamline affiliation with data-driven, reliable insights.
The MRKTPLAYS platform was rolled out after a beta period with a selected group of affiliate partners and is designed to deliver scalable, technology-driven growth across North American online casino gaming and sports betting.
For affiliates, the platform provides tools to build their own networks through transparent commissions, reliable tracking and trusted support. It also offers fast data refresh rates and actionable insights to optimise performance while enabling operators to extend their reach across Catena Media’s network.
“With simplicity at its core, MRKTPLAYS is an agile, smart and secure next generation platform for both experienced affiliates and content creators new to affiliate marketing as well as for operators to reach new audiences,” said Stan. “We are proud to bring this product to market and excited about the growth opportunities it unlocks for our partners and for Catena Media.”