The listed affiliate has launched MRKTPLAYS+ to deepen long-term partnerships across the regulated North American online casino and sports betting sectors.
Last September, Catena Media introduced its proprietary platform MRKTPLAYS following a beta period, as it pivoted towards subaffiliation to fend off revenue decline.
Commenting on the upgrade, Pierre Cadena, the company’s COO, said MRKTPLAYS+ “is a natural evolution” of the business’s subaffiliation model, aligning with its broader strategy of diversifying revenue streams, deepening strategic partnerships and building scalable platforms that support long-term value creation.
“It (MRKTPLAYS+) enables us to work more closely with selected partners by combining access to campaigns with operational support and, where appropriate, strategic capital. This approach is designed to support sustainable partner growth while reinforcing the quality, resilience and diversification of our revenue streams,” Cadena said.
The enhanced platform is integrated with a modular partnership framework designed to accelerate growth for publishers and adjacent digital businesses that have demonstrated product-market fit. It will be open to partners globally, although the core focus remains North America.
Alongside standard campaign access, MRKTPLAYS+ will offer tailored marketing and operational support, including content and marketing advisory services, as well as working capital solutions and minority equity participation tailored to partners’ needs and maturity. The expanded offering is designed to help high-potential partners scale more efficiently while strengthening long-term collaboration across Catena Media’s partnership network.
Catena Media posted Q3 2025 revenue of €11.6 million (£10.2 million/$13.3 million) as it recovered from a period of earnings struggles.