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.
WSOP 2023 Coverage Kicks Off in One Week at PokerGO
Sign up for your PokerGO account today using our exclusive bonus code and receive 15% discount on the annual subscription.
Follow the 2023 WSOP Action With Daniel ‘KidPoker’ Negreanu
Daniel Negreanu’s legendary vlog is back for the 2023 WSOP so make sure to subscribe for daily updates from one of the world’s best players!
PokerStars Explores Parallels Between Poker & F1 in a New YouTube Series
The four-part series is a product of cooperation between PokerStars and the Oracle Red Bull Racing team.
Less Than A Week Until The WSOP 2023 Action Begins
Preparations are well underway to welcome poker players to the ultimate poker showdown, the 2023 WSOP.
Lex Veldhuis Going Once Again for a SCOOP Title at PokerStars
Lex Veldhuis has had an amazing SCOOP so far, but the PokerStars ambassador is still looking to close the deal.
PokerStars Unveils the Full 2023 UKIPT Schedule
The 2023 UKIPT by PokerStars will feature seven stops and will culminate with a £1,000,000 GTD event at Dusk Till Dawn
Meet The WSOP 2023 Thrill Team!
WSOP’s free-to-play social poker app celebrates its 10th anniversary with a star-studded Thrill Team
Who to Follow on Social Media During WSOP 2023?
Discover the best Twitter accounts to follow during the 2023 WSOP for your daily source of news, views, and, of course, gossip!
Team PokerStars Share Their Thoughts on the 2023 SCOOP
Find out what plans PokerStars Team Pro members have for the SCOOP, what tournaments they’re hoping to win, and much more.
Win WSOP 2023 Main Event Packages Online at WSOP.com
WSOP is running several promotions across its US sites, giving players a chance to win a WSOP 2023 Main Even seat and travel to Vegas this summer.
Ready, Set, Go: PokerStars SCOOP Kicks Off This Sunday
The 2023 SCOOP kicks off this Sunday on PokerStars, with seven events featuring three orbits each to get the ball rolling.
Join PokerStars Ontario MTT Action This Weekend: $200k+ up for Grabs
The weekend action at PokerStars Ontario is open to all, with buy-ins starting as low as $10 and going all the way up to $500.
2023 WSOP to Feature a Variety of Live Mega Satellites
Live satellites will be available for the entire duration of the WSOP 2023, offering entries to different bracelet events.
Budget Your Way to PokerStars EPT Monte Carlo Event
Learn how you can travel to PokerStars EPT Monte Carlo on a budget and enjoy the luxury experience without breaking the bank.
Get Involved With Free Maple Leafs All-In Shootouts at PokerStars Ontario
Tournaments take place at PokerStars Ontario after the playoff games, featuring a prize pool of $1000 or $2500, depending on the match result.
Anniversary Sunday Storm Winner Banks Over $26,000 at PokerStars
The tournament easily broke its $700,000 guarantee, showing once again that PokerStars is the master of running huge-field MTTs.
Weekend Action Ahead With PokerStars Ontario ONSCOOP Afterparty
PokerStars Ontario is offering $180k in guarantees across 26 events taking place this weekend.
Daniel Negreanu Unveils His Preparation Routine Ahead of the 2023 WSOP
KidPoker will devote the next few weeks to preparing his body and mind for the 2023 World Series of Poker grind.
Don’t Miss Out: WSOP 2023 Registration Starts in 2 Days
Avoid long queues! Online registration allows players to sign up for events and pay in advance, saving heaps of time in Vegas.
Reserve Your Seat in the PokerStars Anniversary Sunday Storm
The 12th anniversary edition of the iconic PokerStars tournament will feature a $700k guarantee and you could win a seat for as little as $0.55.