STRATEGY
Strategic Review
In 2023, Catena Media concluded its strategic review, which resulted in a renewed strategic focus as well as the divestment of certain assets. Read more about the conclusion in the Annual Report 2023.
Becoming the thought-leader in the media affiliation space
Catena Media seeks to be the data- and technology-driven leader in online affiliate marketing for sports betting and casino gaming in the Americas and selected niche markets. Achieving this vision involves developing and implementing sophisticated technological solutions that keep us one step ahead in a dynamic and complex operating environment. Our strategy, newly clarified and redefined following the strategic review of 2022-2023, rests on three pillars that together give us operating stability combined with the agility and creativity to respond fast to change and cement our market-leading positions.
OUR NEW STRATEGY
We build our strategy on three foundational pillars that the new management team introduced in late 2024: People, Product and Profit. These interconnected areas provide the framework for our ability to grow, adapt and succeed in our space.
PEOPLE
As an affiliate marketing company, we rely on our people and their talents to drive business success. Our employees are the creative source for delivering high quality user experiences. In 2024, we appointed a brand new executive team and a largely new senior leadership team, while streamlining the organisation to ensure we have the agility to maximise the potential of our brands. We have created an energetic, performance-driven culture that is focused on excellence at every link in the chain. The introduction of product squads using agile methodologies has empowered employees to take ownership of their roles and actively contribute to our strategic goals.
PRODUCT
Our branded products are our key differentiator and unique selling point. We have moved to a product-driven organisational structure that keeps the business focused on our key products at all times. Each product has a clear ownership model with dedicated cross-functional teams responsible for its success. We optimised our core North American casino offering and launched a Spanish-language version of Bonus.com in North America, while launching the brand in Mexico and Brazil. Enhanced tracking and performance measurement frameworks ensure that every initiative is linked to tangible business results.
PROFIT
Profitability is our oxygen, fueling our ability to differentiate and scale. We implemented a more disciplined approach to resource allocation, reducing debt while achieving cost efficiencies by terminating underperforming partnerships and embedding a leaner organisation. The streamlining of our content production and marketing teams, announced in October 2024, will save EUR 2.2 million annually. At the end of the year, these efforts resulted in a significant improvement in our profit margin. For 2025, we will continue to prioritise high-return opportunities to deliver sustainable revenue growth.
Our lean and agile organisation make us ready to take on new opportunities in our stable and attractive markets. Through our data-driven approach and deep technology focus, we aim to be the industry thought leader and deliver high-quality leads to our partners with exceptional service.
CORE INITIATIVES
Diversify revenue streams
- Diversify revenue streams by building first-party customer data, subaffiliation capability and a richer product customer experience
Strengthen market position
- Strengthen our market position in North America by launching innovative strategies and partnerships in regulated regions
Key products
- Develop and drive our key products forward to create a solid platform for sustainable revenue growth
Financial health
- Maintain a close focus on financial health and use the proceeds from prior divestments for continued debt reduction
New operating model
- Further embed the new operating model to deepen the focus on core products and drive growth while promoting operational alignment