Catena Media

Origins and Development

Catena Media was founded in 2012 by Erik Bergman and Emil Thidell. From the very beginning, the company aimed to capitalize on the rising popularity of online betting by creating tools that would help players find the best offers while assisting operators in acquiring loyal users.

Initially, the company focused on the Scandinavian market, growing through strong SEO strategies and the acquisition of smaller affiliate sites across Europe. This aggressive acquisition strategy allowed Catena Media to quickly establish itself as a major player in the industry.

In 2017, the company debuted on the Nasdaq Stockholm exchange, significantly boosting its credibility with investors. In the following years, Catena Media continued to expand into new markets, most notably entering the United States after the legalization of sports betting in several states starting in 2018.

Although Emil Thidell exited the company relatively early in its journey, his role in laying the foundation for Catena Media’s early success remains significant. Erik Bergman continued to be involved in the business for a few more years before moving on to new ventures. Today, Catena Media is led by Manuel Stan, who assumed the role of CEO in July 2024.

Brand Portfolio

Catena Media manages a diverse portfolio of informational and comparison platforms aimed at both casino enthusiasts and sports bettors. Key projects include:

• TheLines.com – providing sports betting analysis across the U.S.

• PlayUSA.com – an informational portal for casino players in regulated U.S. states.

• LegalSportsReport.com – a trusted news source covering the U.S. sports betting market.

• Lineups.com – offering team lineup analysis and sports statistics.

• Bonus.com – a comparison site for gambling operator bonus offers.

This wide range of brands allows Catena Media to reach traditional casino audiences as well as the growing sports betting segment. In the past, the company also operated Esports.net, but it sold the platform during its 2023 restructuring efforts to concentrate on its North American operations.

Markets of Operation

Today, Catena Media operates primarily in the United States and Canada, with North America accounting for approximately 87% of its revenue in 2023.

Previously, the company was active in Europe and the Asia-Pacific region. However, following a strategic decision to focus exclusively on regulated markets, Catena sold its assets in the United Kingdom, Australia, and Italy. Most of its Asia-Pacific activities were also wound down, leaving Catena Media with only a minimal international presence outside North America.

The decision to prioritize regulated markets reflects Catena’s goal to stabilize revenues and mitigate risks related to unpredictable legal changes.

Transformations and New Directions

The year 2023 marked a period of significant transformation for Catena Media. The company divested a large portion of its European and Australian assets, reinvesting the proceeds into strengthening its position in North America. A broad cost-saving program was launched, targeting annual operational savings of approximately €4 million.

At the same time, Catena Media began investing heavily in new technologies, including generative artificial intelligence tools, aimed at speeding up content production and increasing marketing efficiency.