A Leeds-based online bingo comparison platform has been acquired by performance marketing company XLMedia.
WhichBingo, founded in 2003, covers the UK bingo market, publishing player reviews alongside its own opinion pieces. It has recently expanded its product reach to include additional gambling content including online slots and casino content.
The business is set to benefit from increased scale through the integration into XLMedia, which is expected to be completed within the second half of 2018.
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."
Tony Berry and Rachael Stockley of Clarion acted for WhichBingo. Chris Wright and Rob Wilkinson of Armstrong Watson acted as corporate financiers for the business.
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