Quasi-markets in employment services often follow social policy turns toward activation. Critics see this as no accident, arguing that marketization is intended to raise the odds that workfare policies will be implemented. Drawing on surveys of Irish frontline activation workers, this study harnesses a natural policy experiment whereby Ireland introduced a Payment-by-Results quasi-market alongside a parallel program contracted without outcomes-based contracting. Although the demandingness of activation remains modest in Ireland, the study finds that regulatory approaches are more common under market governance conditions, which in turn has been associated with significant workforce changes and stronger systems of performance monitoring