Affiliate marketing firm XLMedia has acquired UK igaming bingo portal WhichBingo.co.uk.
Founded in 2000, the bingo review website provides information on the UK market through player reviews and its own opinions. Recently, WhichBingo expanded its reach to include additional gambling content including online slots and casino games.
It is intended that the acquisition benefits from increased scale through full integration into XLMedia, which is expected to be completed within the second half of 2018. Ory Weihs, chief executive officer of XLMedia, said: "We are delighted to have acquired such a well-regarded UK brand. WhichBingo fits perfectly into our strategy of acquiring high quality assets across regulated markets. “We continue to see a healthy pipeline of acquisition opportunities as we seek to both strengthen and broaden our market reach during 2018.”
