Hub Affiliations has signed a strategic partnership with Gana Media Group plc to support the development of Gana’s digital sports platform, Estadio Gana, in Mexico ahead of the FIFA World Cup 2026. The partnership was reported by Investing.com.

Under a Framework Strategic Partnership Agreement, Hub Affiliations will provide advertising, media placement, digital communication and commercial development services aimed at building Estadio Gana’s presence in the Mexican market.

The first activation is a three-month, fixed-fee advertising campaign on Sporticos.com, scheduled to run from June 1, 2026 to August 31, 2026. Formats listed in the release include video placements, pop-up banners, sidebar listings and sticky banners.

The companies said the initial phase is designed to test audiences, formats and performance analytics, and does not guarantee “conversions, deposits, revenue or customer acquisition.” The agreement also includes a 24-month protection period for commercial opportunities introduced by Hub Affiliations, with any related fees to be agreed in writing.

Mexico is one of the host countries for the FIFA World Cup 2026, alongside the US and Canada. The companies position the timing as an opportunity to increase visibility in a market where sports media, digital advertising and betting-related audiences are expected to scale in the run-up to the tournament.

Alberta is set to become Canada’s second commercial online gambling market, following in the footsteps of Ontario, which went live in 2022. With a summer launch expected, Alberta will soon shift from a single-operator market (PlayAlberta) to a competitive market in North America.

The change comes in the form of Bill 48, otherwise known as the iGaming Alberta Act. The measure was introduced in March 2025 to the Legislative Assembly of Alberta by Minister of Service Alberta and Red Tape Reduction, Dale Nally. The bill later received royal assent in May.

As seen with the emergence of new markets in the US, Alberta will be no different for operators and affiliates, offering more than just new gaming opportunities, but also the progression of a digital marketing ecosystem.

Understanding the Regulatory Shift

Alberta represents a big shift from one operator to many. With an evolving market comes more opportunities for operators, but also concerns regarding addiction and the cannibalization of retail venues.

Alberta’s new framework introduces a system that protects players, especially in the offshore gambling market, and also outlines ways in which iCasinos and land-based casinos can operate in relative harmony.

Looking more closely at Bill 48, it’s clear that the measure takes on similarities to Ontario’s established market but tweaks and expands on it to focus more on Alberta and how operators can thrive in the province, separate from Ontario.

To start with, the measure would create a new regulatory framework under the watchful eye of the Alberta iGaming Corporation, while the province’s current regulator, the Alberta Gaming, Liquor and Cannabis Commission (AGLC), would continue issuing licenses to prospective operators.

The Alberta Government also released its Standards & Requirements for Internet Gaming in January, an 85-page document that laid out the new regulatory framework. As part of this framework, it detailed mandatory licensing fees for operators and an 80/20 revenue split, with operators keeping 80% of the revenue they generate.

Why Alberta Matters Strategically

Alberta represents an ever-evolving and expanding iGaming-regulated market in North America. Focusing on Canada, it also provides insurance for other provinces to follow suit and expand their own markets to include commercial operators.

Alberta is home to five million residents, and according to a report from Canadian law firm BLG, it has one of the highest per-capita gambling spend in the country. While that is sure to entice operators to join the newly regulated market, reports also suggest the market is poised to generate $400 million in annual revenue.

Another reason Alberta has legalized commercial iGaming is to combat offshore operators. According to Nally, the province’s offshore market was estimated to have taken up 70% of Alberta’s online gambling market.

Another report commissioned by Ontario gambling regulator, the Alcohol and Gaming Commission of Ontario (AGCO), revealed that prior to the province’s regulated market, the offshore market was also expected to account for 70% of all iGaming. A year after the regulation, AGCO found that 86% of respondents preferred using regulated sites.

The growth of iGaming in Ontario can serve as a model for how Alberta will progress over the coming years.

Marketing and Affiliate Opportunities

Media Troopers is set to play a crucial role in Alberta’s new regulatory framework, especially in player acquisition. With Media Troopers’ assistance, operators can trust they are in reliable hands.

As a leading digital marketing and customer acquisition group, its presence in Alberta’s market can provide operators with up-to-date tools to capture players, including localized marketing channels, access to affiliate partnerships, and acquisition strategies structured around Alberta’s regulatory environment.

Media Troopers is dedicated to providing operators with the resources to grow in new regulated markets, with affiliates positioned as the key to building brand recognition in those markets.

Alberta’s Regulatory Standards

As Alberta shifts from a closed to an open market, it brings new regulations. Operators need to adhere to the province’s licensing, auditing, and advertising standards.

The Alberta government has also reiterated its commitment to responsible gaming, introducing a range of measures to protect players.

As part of these protections, the government partnered with Responsible Gambling Canada, and, through them, operators must achieve and maintain the organization’s RG Check accreditation to ensure platforms are up to date with responsible gambling measures, including gambling help and responsible messaging, among other things.

Those operators who take the new regulations in stride are sure to have the most success in the region.

Alberta’s Position as a Catalyst for iGaming in Canada

Alberta’s transition into a regulated commercial market is sure to be the cornerstone of iGaming in Canada. Following Ontario’s lead and curating its own gaming ecosystem, only time will tell whether other provinces follow suit.

That said, securing Alberta early should be important to operators, as it is already showing signs of becoming a major market in North America.

By: Shmulik Segal Founder and CEO of Media Troopers

Catena Media announced a strategic evolution of its successful MRKTPLAYS subaffiliation platform, designed to meet market demand and deepen long-term partnerships across the regulated North American online casino and sports betting markets.

The launch of MRKTPLAYS+ enhances Catena Media’s existing subaffiliation model, introduced in 2025, by adding a modular partnership framework built to accelerate partner growth for publishers and adjacent digital businesses that have demonstrated product-market fit.

Alongside standard campaign access, MRKTPLAYS+ will offer tailored marketing and operational support including content and marketing advisory services, as well as working capital solutions and minority equity participation – all in accordance with partner needs and maturity.

The expanded offering will help high-potential partners scale more efficiently while strengthening long-term collaboration within Catena Media’s partnership network.

Pierre Cadena, Catena Media Chief Operating Officer, 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. This approach is designed to support sustainable partner growth while reinforcing the quality, resilience and diversification of our revenue streams.”

The MRKTPLAYS+ launch aligns with Catena Media’s broader strategy of diversifying revenue streams, deepening strategic partnerships and building scalable platforms that support long-term value creation. The platform will be open to partners globally, with a core focus on North America.