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XLMedia buys Leeds bingo website


Leeds-based bingo website WhichBingo has been bought by Jersey-headquartered digital marketing firm XLMedia for an undisclosed sum.

WhichBingo was founded by Phil Fraser in 2000 and provides in-depth information about the UK bingo market, including player reviews. The company also hosts the annual WhichBingo Awards, which recognise the best websites in the online bingo industry, and has recently expanded its product reach to include online slots and casino content.

XL Media PLC is a publicly-listed company with more than 2000 websites in 18 languages. It describes itself as a “market-leading provider of digital marketing services, proprietary tools and methodologies”. 

The deal also includes, and, as well as all of WhichBingo Ltd’s affiliate accounts. Transfer of ownership for all affiliate accounts will start today.

Ory Weihs, chief executive 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.”

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