Catena Media Launches MRKTPLAYS to Reinforce North America Push

A New Platform for Affiliates and Operators

MRKTPLAYS is built to give affiliates the ability to extend their networks while offering operators expanded exposure in regulated markets. Features include transparent commissions, real-time tracking, and data refresh rates aimed at helping partners optimize performance.

By adding subaffiliation to its product mix, Catena positions itself as both a direct traffic driver and a network enabler for smaller affiliates seeking access to major operators.

Catena CEO Manuel Stan described the launch as “a pivotal step in shaping the future of affiliate marketing,” emphasizing that the platform is designed for both established affiliates and new content creators. He highlighted its focus on simplicity, agility, and scalability as Catena looks to restore confidence among investors and partners.

Business Context: Rebuilding After Revenue Declines

The launch comes against the backdrop of a challenging financial period for Catena. In the first half of 2025, revenue from continuing operations fell 33% year-on-year to €19.4 million, with new depositing customers (NDCs) down 44%.

Despite falling top-line figures, Catena managed to improve its adjusted EBITDA margin to 14% in Q2, thanks to significant cost-cutting, including a ~25% workforce reduction and streamlining of management layers.

The company also exited esports, selling off assets such as esports.net, while shifting focus to North American casino, sports, and sweepstakes products.

Management has pointed to “initial positive impact” from these measures, noting that nearly 90% of revenue now comes from North America.

For Catena, MRKTPLAYS is a move to stabilize its competitive position in an affiliate sector hit by Google SEO updates, declining traffic, and broader monetization pressures.