Catena Media Unveils MRKTPLAYS+ To Expand Subaffiliation Strategy
The enhanced platform introduces a modular partnership model to support scalable growth across regulated North American markets.
Catena Media has launched MRKTPLAYS+, an expanded version of its subaffiliation platform aimed at deepening long-term partnerships across regulated online casino and sports betting markets in North America. The move represents a strategic evolution of MRKTPLAYS, which was first introduced in 2025.
MRKTPLAYS+ builds on the existing model by introducing a modular framework designed for publishers and adjacent digital businesses that have already demonstrated product-market fit. In addition to access to standard campaigns, selected partners will be offered tailored support aligned to their scale and maturity.
The expanded offering includes content and marketing advisory services, operational support, working capital solutions and, where appropriate, minority equity participation. Catena Media said the approach is intended to help high-potential partners accelerate growth while strengthening collaboration across its wider partnership network.
Pierre Cadena, chief operating officer at Catena Media, said: “MRKTPLAYS+ is a natural evolution of our subaffiliation model. It enables us to work more closely with selected partners by combining access to campaigns with operational support and, where appropriate, strategic capital.”
He added that the model is designed to support sustainable partner growth while reinforcing the quality, resilience and diversification of Catena Media’s revenue streams.
The MRKTPLAYS+ launch aligns with Catena Media’s broader strategy of diversifying income sources, strengthening strategic relationships and building scalable platforms for long-term value creation. While the platform will be open to partners globally, the company said its primary focus remains on regulated North American markets.
