Article By Stephen Crystal – Founder & CEO, SCCG – SCHEDULE A MEETING!
The Changing Game of Esports Affiliate Marketing
For years, esports affiliate marketing was seen as one of the most promising frontiers in digital betting. But the recent exit of Catena Media from the space — selling off assets like esports.net and esportsbets.com — signals a shift. To many, it looks like a retreat. To me, it looks like a wake-up call.
This move raises an important question: how can the gambling industry better serve an audience that’s growing, evolving, and not easily captured by traditional methods?
Understanding the Real Opportunity in Esports Affiliate Marketing
When I first got involved in the gambling industry over three decades ago, the audience was predictable — older, loyal to their games, and comfortable with the slow pace of traditional sports betting. That’s no longer the case.
Esports fans, mostly Millennials and Gen Z, are digital-first. They don’t just consume content; they live in it. They grew up with Twitch, Discord, and in-game microtransactions. They analyze gameplay, follow streamers, and understand betting odds because it mimics the strategy behind the games they play.
Catena’s exit from esports affiliate marketing isn’t necessarily a sign that the space is unprofitable — it’s a sign that the affiliate model needs to evolve to meet this generation where they already are.
Why Legacy Operators Miss the Mark
Let’s be clear: Gen Z doesn’t want a sportsbook that simply offers esports as a side tab. They want a product designed with their behaviors in mind.
Many affiliates and operators make the mistake of bolting esports onto traditional sports platforms without adapting the UX, content strategy, or engagement tactics. That’s like serving gourmet food on a paper plate — it just doesn’t translate.
And the data backs it up. Engagement, bet frequency, and average stake in esports are rising. But only on platforms that are built to support it — platforms that offer interactive betting features, real-time data, social integration, and intuitive, mobile-first experiences.
Catena may have built a leading product — but delivering a product and building a sticky ecosystem are two different challenges entirely. In esports, the latter is what wins.
The Rise of Intent-Driven Engagement
The growth of esports betting isn’t driven by casual dabblers — it’s driven by high-intent users who know the meta, follow the players, and understand the dynamics of every match.
That’s where esports affiliate marketing can still thrive — but only with the right approach. It’s no longer about just ranking on Google for “best esports sportsbook.” It’s about building platforms, tools, and communities that feel native to how Gen Z consumes content and places trust.
The traditional CPA model is becoming outdated in this space. Operators and affiliates alike need to rethink partnerships with an emphasis on personalization, first-party data, and community-based trust signals. Static review sites won’t cut it anymore.
A Call to Adapt, Not Retreat
Catena’s decision to divest doesn’t mark the end of esports affiliate marketing — but it does mark the end of the old way of doing things.
Those who will lead the next chapter are building ecosystems, not just lead funnels. They’re designing with Gen Z in mind, not retrofitting for them. They’re embedding betting experiences into entertainment channels, creating real-time engagement loops, and thinking like creators — not just marketers.
The lesson here is clear: you don’t win the next generation by doing the same things better. You win by doing better things.
