XLMedia, a provider of digital marketing services, has acquired the site WhichBingo which is one of oldest affiliate sites in the UK. It marks XLMedia’s continued efforts to acquire affiliate marketing sites in the UK market.
The amount of the sale was not disclosed.
The acquisition of WhichBingo grows XLMedia’s UK portfolio in affiliate marketing sites and is another example of the trend of XLMedia expanding its footprint in the iGaming sector. Even as far back as 2015, XLMedia was reporting significant growth from its affiliate marketing business.The purchase of WhichBingo also includes sister sites Bingo.org.uk, BingoWorld.co.uk and QueBingo.com, along with all of WhichBingo’s affiliate accounts.
It has been reported that in 2017 XLMedia owned more than 2,000 informational websites. With the recent acquisitions across the globe in the past 12 months, that number can now be expected to be much higher.
“We see online bingo as an important solid sub sector of gambling and it fits within our stated strategy of focusing on fully regulated gambling environments,” XL Media CEO Ory Weihs told TotallyGaming.
“Within the UK bingo affiliate market, we believe this acquisition positions us as one of the leaders. 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,” Weihs went on to say.
WhichBingo was founded in 2000 and reviews online bingo sites, using analytics and research to create the “most extensive” online bingo directory in the UK. In-house reviews of 412 bingo sites in the UK appear on the site, helping players make informed decisions of where to play.
Despite operating in one of the most competitive e-gaming markets, alongside competitors such as Top5bingosites, Whichbingo has managed to maintain its market dominant market position over the last 10 years. The UK online bingo market continue to grow with new online bingo rooms launched on a regular basis, with consumers making use of review portals in their purchasing decisions.
The buying up of UK affiliate sites is as popular as ever.
Catena Media, a “Stockholm based performance marketing specialist” company has only just seen the ink dry on a purchase to acquire UK-facing horse race betting affiliate GG.co.uk for £2m. The GG network is a horse-racing brand that ranks well with SEO and features a mix of news and reviews.
In addition, back in March, Catena purchased Betfreebets.uk in what the company’s CEO Henrik Persson Ekdahl called a “a strategic acquisition” that allowed Catena to “continue focusing on the UK Market”.
2017 saw Catena gobble up Bettingpro.com, a popular UK sports news and betting website. Catena also acquired the online poker site PokerScout.com in 2017.
Back in 2014, XLMedia scooped up the Scottish online poker affiliate site PokerUpdate.com.
The compete integration of WhichBingo and XLMedia is expected to complete in the latter half of this year.
The Postulation Station:
A Mike Postle Mega Post
An attempt to compile everything you could possibly want to watch, listen to and read about the Postle/Stones cheating scandal.
Run It Once Poker Offers 70% Rakeback via 35/35 Promotion
The promotion is called 35/35 and the end result is 70% rakeback for players on Run It Once Poker.
Kevin Martin Ends Streaming Career: Partypoker Ambassador Says "Journey is Over"
After just four months at partypoker's Team Online, the Canadian MTT grinder throws in the Twitch towel.
High Stakes Poker Pro Antonio Esfandiari Kicks Movie Star Kevin Hart's Arse
High stakes poker pro and three time WSOP bracelet winner, Antonio Esfandiari has won yet another prop bet. He took comedian Kevin Hart down in just three rounds, as part of a boxing prop bet.
Missed the Global Poker Awards? Watch It Free Here!
The inaugural Global Poker Awards are officially in the books.
Lex Veldhuis Ships Sunday Warm-Up Live on Twitch
Last night, Lex Veldhuis took down the PokerStars Sunday Warm-Up Live on Twitch for over $34,000.
#10YearChallenge: PokerStars
Let's have a look at how PokerStars has changed in 10 years.
Just How Much Did Platinum Pass Holders Win at the #PSPC?
PokerStars gave away 320 free entries to the $25,000 buy-in PokerStars Players No Limit Hold’em Championship (PSPC) over the course of the previous year via Platinum Passes that after accomodations and spending money were valued at $30,000.
Watch: Crucial Hands at the #PSPC Final Table
In case you missed out on the Final Table stream of the PokerStars Players No Limit Hold’em Championship (PSPC) event, here are clips of some of the most crucial hands at the Final Table of the event.
Bill Perkins Dishes Out The Wisdom At The PSPC
Joey Ingram sat down with Bill Perkins at the PokerStars Players No Limit Hold’em Championship (PSPC) for a podcast that would almost hit the three hour mark.
This is Why One PSPC Platinum Pass Winner Tanked Two Minutes with Aces Preflop
With life-changing money on the line, one Platinum Pass winner genuinely considers folding aces pre-flop!
Watch: One of the Best Laydowns at PSPC, and Possibly of All Time
It was during day 2 of the history-in-making $25,000 buy-in PokerStars Players No Limit Hold’em Championship when a Vietnamese lady by the name of Thi Xua Nguyen stunned everybody by making this incredible laydown versus Athanasios Polychronopoulos, a Greek-American professional poker player with two WSOP bracelets.
MILLIONS Online Will Return in 2019
A historic moment was created on December 4 as partypoker pulled off an incredible feat by setting the record for the biggest tournament in the history of online poker.
Knitting Mom Scores $30,000 Poker Package
Jennifer Carter knitted her way to a $30,000 Platinum Pass from PokerStars, granting her entry into the PokerStars Players No Limit Hold’em Championship (PSPC) taking place in the Bahamas in January.
Watch & Learn: Phil Ivey Playing Short Deck Hold'em
Short Deck Hold’em, AKA 6+ Hold’em, is one of the hottest poker variants being played today, and courtesy of these highlights from the HKD 500k ($64k USD) buy-in Short Deck Event at the Triton Poker SHR Jeju 2018 series, you can learn from one of poker’s all-time masters, Phil Ivey.
OP-Poker Takes a Look at PokerStars VR
OP-Poker, a team of Twitch streamers and official ambassadors of PokerStars’ Power Up, was recently invited to have a look at PokerStars’ brand new upcoming Virtual Reality Product PokerStars VR held at EGX conference at Birmingham.
Watch: PokerStars Team Pro Liv Boeree's Recent TED Talk
PokerStars Team Pro Liv Boeree in her latest TED Talk gave a six-minute speech on how poker taught her three important lessons that can be used in life.
Rounders Turns 20
Continuing the celebration of Rounders turning twenty this year, The Ringer now brings us “Going All In: An Oral History of Rounders” —which doesn’t disappoint.
Molly Bloom To Speak At Unibet Open Bucharest
Unibet has announced that the Poker Princess, Molly Bloom, who’s “Hollywood high stakes poker game was the subject of the Oscar-nominated and critically acclaimed film Molly’s Game“ will be their special guest!
ICYMI: Phil Hellmuth's Grand Entrance at 2018 WSOP Main Event
Words escape me. Prepare yourself for the grand entrance from WSOP 14 time bracelet winner, Phil Hellmuth (as captured by PokerNews).
Do You Think This is Collusion?
This story still has the poker community talking. Real life poker couple Kristen Bicknell (who is signed by partypoker) and Alex Foxen made the final table of a tournament at The Venetian in Las Vegas last month. Their alleged soft-play and collusion has the poker community riled up with the likes of Doug Polk and Justin Bonomo still talking about it long after play finished up.