XLMedia buys bingo comparison site WhichBingo

AIM-listed XLMedia, a provider of digital performance marketing, has announced the acquisition of bingo comparison site WhichBingo.co.uk for an undisclosed sum.

Founded in 2002, WhichBingo provides in-depth information on the entire UK bingo market, publishing thousands of real player reviews, alongside its own opinion, covering every brand operating across the UK online bingo sector. More recently, WhichBingo expanded its product reach to include additional gambling content including online slots and casino content.

Chief executive officer Ory Weihs 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."

The full integration into XLMedia is expected to be completed within the second half of this year.

At 1220 BST, the shares were down 2.2% to 154.60p.