XL Media acquires Which Bingo

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One of the top bingo affiliates out there, Which Bingo, has been bought over according to an email sent out to their partners. This breaking news has only just begun to surface and looks set to disrupt the industry that we know and love. We’re here with the details that you need to know.

This takeover has only really been revealed to their affiliated partners as of yet, as the site founder asked them to update this payment information. With a deal of this size, we’d expect a lot more fanfare, so could the new company be attempting to keep things under wraps?

New Site Owners

The new owners are bingo industry veterans XL Media, who have a lot of experience with affiliate sites. We’ve seen a lot of changes to Which Bingo’s design recently so this could be in preparation for this takeover. These changes have made things a bit more user friendly, so it’s not beyond the realms of imagination to assume this was to spruce up the portal before a sale.

It’s not yet clear if their sister site Just Slots has also been sold to this company too, as there’s still a bit of mystery around the transaction. We’ll be keeping our ears to the ground to find out what exactly this will entail.

XL Media are the owners of more than 2000 different sites, so they know what they’re doing when it comes to maintenance and upkeep. They also specialise in advertising, so we might actually see this affiliate portal getting bigger – which would be great for players.

As far as compliance goes, they might actually change the site around to make it more compliant in the long term. The old owners had made a fair few changes in the past, but we could see more of these on the way to make sure it’s all above board.

What does this mean for Affiliates?

There’s really only speculation at this point as to what this means for affiliated partners and it’s tricky to predict exactly what will happen. Right now, the only thing that they must do differently is send their payments elsewhere, but there could be further changes on the way.

The affiliate market is definitely getting smaller, with super affiliates snapping up smaller sites all over the place. This is a good thing for site operators, but it could be bad for other affiliates, as it’s harder to get any of the market share.

XL Media are big fish in this pond and this could make it trickier for the smaller affiliates out there. We hope to see Which Bingo continuing to flourish in the coming months, thanks to the improvements that the new owners will no doubt make.

With big mergers occurring all over the bingo landscape, it’s no surprise to see a super affiliate snapping up another site. At one time, only smaller sites really got bought over, but now it seems big sites are fair game for any super affiliate ready to make a deal.

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