Digital performance marketing company XLMedia has acquired bingo review and comparison website WhichBingo.co.uk.

Founded in 2000 and based in Leeds, 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. 

The company has more recently expanded its product reach to include additional gambling content including online slots and casino content.

"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," said XLMedia chief executive Ory Weihs.

"We continue to see a healthy pipeline of acquisition opportunities as we seek to both strengthen and broaden our market reach during 2018."

The financial terms of the deal, which is expected to be completed in the second half of 2018, have not been disclosed.

Listed on the AIM market of the London Stock Exchange, XLMedia operates publishing, digital media buying and affiliate network divisions.