MetaBet and Catena Media Expand Two-Way Affiliate Model
MetaBet has expanded its partnership with Catena Media with a two-way referral setup that connects betting tools with affiliate distribution in North America. The deal, announced on February 11, 2026, lets both companies share client demand across their services.
Under the deal, Catena Media will send clients seeking betting widgets, odds feeds, and content tools to MetaBet. Conversely, MetaBet will refer clients requiring performance marketing and sub-affiliate services to Catena Media’s MRKTPLAYS marketplace.
Dan Recht, VP of Sales at MetaBet, said that the partnership is based on previous results and aims at better acquisition funnels.
MetaBet accounts for more than 7 million product exposures daily through a network of over 40 partners, including sportsbook operators, media sites, and marketing partners. This provides Catena Media with a constant flow of potential customers.
Catena Media is a parent marketer of many affiliate brands that attract traffic for online betting operators. Catena Media’s focus on MRKTPLAYS signals a shift toward managing sub-affiliate networks at scale rather than relying solely on direct deals.
TGJ Take
This isn’t a partnership so much as a takeover of the affiliate traffic. MetaBet generates demand through its tools, while Catena channels that demand into MRKTPLAYS. For affiliates, this shifts more deals into managed networks rather than direct relationships. Smaller affiliates should take note. Access to traffic and offers may increasingly depend on being part of these networks instead of operating independently.
