XLMedia
XLMedia PLC was a Jersey-incorporated, AIM-listed digital media company that operated sports and gaming content websites connecting audiences to third-party gambling operators via advertising and affiliate links, but was placed into summary winding up in October 2025.
- Company typePublic
- Founded2015
- HeadquartersSt. Helier
- Headcount101–250
- GTM typeB2B
- OfferingDigital Commerce or Content
What XLMedia does
XLMedia PLC was a Jersey-incorporated, AIM-listed digital media company (ticker: XLM) that operated sports and gaming content websites and connected audiences to third-party gambling operators through digital advertising placements and affiliate links. The company served as a media intermediary rather than a gambling operator, generating revenue via advertising and affiliate referral arrangements with gambling operators targeting sports betting and gaming audiences across Europe, North America, Australia, and New Zealand.
The company built its portfolio through a sustained acquisition strategy beginning in 2014, completing approximately 13 acquisitions including Saturday Football Inc. ($24M in 2021), Sports Betting Dime, Blueclaw Media (£1.8M in 2021), SBD ($26M in 2021), and earlier purchases of WhichBingo, Money Under 30, and Webpals Mobile. Its underlying technology relied on standard web infrastructure—cookies, clear gifs, web beacons, and third-party analytics (Google Analytics, AWS load balancing, ASP.NET)—to enable behavioral targeting and audience segmentation for advertiser clients.
XLMedia underwent a complete corporate transformation in 2024–2025. Following disposal of its Europe and North America businesses in November 2024, the company became an AIM Rule 15 Cash Shell holding only cash proceeds. In 2025, it executed two tender offers returning approximately £25 million to shareholders, suspended AIM trading on 14 May 2025, cancelled its AIM listing on 18 June 2025, and on 7 October 2025 was placed into summary winding up with Joint Liquidators from Teneo Financial Advisory appointed. The company is no longer operating.
XLMedia firmographics
Firmographics- Name
- XLMedia
- Legal name
- XL Media PLC
- Website
- https://xlmedia.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Closed
- Headcount range
- 101–250 employees
- Short description
- XLMedia PLC was a Jersey-incorporated, AIM-listed digital media company that operated sports and gaming content websites connecting audiences to third-party gambling operators via advertising and affiliate links, but was placed into summary winding up in October 2025.
- Ownership category
- akta.pro rank
XLMedia industry classification
Industry- Product category
- Sports & Gaming Digital Media
- NAICS
- Other Gambling Industries (713290)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Betting Exchange Affiliate & Acquisition Networks (MPAEAIAJ)
Keywords
Where XLMedia is headquartered
LocationHeadquarters
- HQ city
- St. Helier
Offices3 records
Markets served
XLMedia business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Digital advertising and media services: XLMedia generated revenue by providing digital advertising and media services, connecting audiences with sports and gaming (gambling) third-party operators through content and advertising placements.
- Affiliate/referral marketing: The company had financial relationships with third parties providing gambling products and services, enabling the site to show such third-party gambling products and services and allowing audiences to connect via various links to those third-party sports and gaming products and services.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
XLMedia product offering
Product offeringCore offering
XLMedia operated digital media websites and content platforms focused on sports and gaming, connecting highly engaged audiences with third-party gambling operators through advertising placements and affiliate links. The company was not itself a gambling operator; instead, it monetized sports and gaming content via digital advertising and referral arrangements with external betting and casino brands. Following disposals of its Europe and North America businesses in 2024, the entity became a cash shell and was placed into summary winding up in October 2025.
Product overview
XLMedia is a leading global digital and advertising media organisation operating as a sports and gaming digital media company (AIM: XLM). The company is not a gambling operator itself and does not directly provide gambling products or services—all gambling products and services are offered by third parties. XLMedia provides digital advertising and media services to the sports and gaming sector, enabling third-party gambling operators to reach audiences through various digital channels and content on its platform. The company's website serves informational purposes about XLMedia and provides access to investor relations materials. Following the disposal of its Europe and North America businesses in 2024, the company became an AIM Rule 15 Cash Shell with no material trading business, and it was subsequently placed into summary winding up in October 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Owned Sports and Gaming Content Websites A network of digital media properties delivering sports, betting, and gaming content to engaged consumer audiences, with advertising placements and affiliate links to third-party gambling operators.
- Digital Advertising and Media Services Performance-based digital advertising services enabling third-party gambling and sports betting operators to reach targeted audiences across XLMedia's owned digital properties and partner networks.
- Affiliate and Referral Marketing Program
Companies that use XLMedia
Customer profileSegments2 records
Ideal customer profiles2 records
XLMedia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
XLMedia partnerships and signals
Strategic signalScale indicators9 records
Recent moves11 records
XLMedia competitors and assessment
Company assessmentDirect peers
- Catena Media: Maltese-listed affiliate marketing company focused on sports betting, casino, and financial services — directly comparable to XLMedia in operating model (digital content + affiliate referrals to gambling operators) and historical M&A-driven growth strategy.
- Covers: Sports betting media and odds comparison platform operating in the US/Canada — comparable to XLMedia's Sports Betting Dime and Saturday Football properties as a sports-content publisher monetized via gambling operator affiliate links.
- Raketech: Malta-based affiliate marketing company in sports betting, casino, and finance — directly comparable peer with the same SEO-driven content + operator referral model XLMedia pursued.
- Oddschecker: UK-based odds comparison and sports betting affiliate media platform — directly comparable as a sports-betting content destination monetized through operator referrals.
- Action Network: US-based sports betting media and data platform (now part of Better Collective) — closely comparable to XLMedia's sports betting content and affiliate media model in the North American market.
- Gambling.com Group: Nasdaq-listed performance marketing company for the online gambling industry — directly comparable as a gambling-focused affiliate media business monetizing through operator referrals across sports betting and casino verticals.
- Better Collective: Copenhagen-listed sports betting media and affiliate group — one of the largest direct competitors to XLMedia, operating sportsbooks.com and similar content portals that drive acquisition for gambling operators worldwide.
- Playmaker Capital (now part of Better Collective): Toronto-listed sports digital media company that acquired Yardbarker and other sports content sites — directly comparable acquisition-led sports media affiliate strategy that overlapped with XLMedia's North American business prior to its disposal.
- Spotlight Sports Group: UK-based sports betting content, affiliates, and data business — comparable B2B affiliate and media model serving sportsbook operators in regulated markets.
Emerging players
- RotoGrinders / GDC Media: Niche sports betting and daily fantasy content platform — partial overlap with XLMedia's sports betting content vertical, focused on a specific high-intent user segment.
Market position
Weaknesses1 record
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
XLMedia social profiles
Digital presenceXLMedia financial estimates
Financial estimateRevenue estimate
Valuation estimate
XLMedia leadership team
Management profileNumber of profiles
Profiles11 records
XLMedia subsidiaries and ownership
Company hierarchySubsidiaries3 records
XLMedia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
XLMedia M&A and investment
M&A and investmentM&A13 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about XLMedia
What does XLMedia do?
XLMedia operated digital media websites and content platforms focused on sports and gaming, connecting highly engaged audiences with third-party gambling operators through advertising placements and affiliate links. The company was not itself a gambling operator; instead, it monetized sports and gaming content via digital advertising and referral arrangements with external betting and casino brands. Following disposals of its Europe and North America businesses in 2024, the entity became a cash shell and was placed into summary winding up in October 2025.
Is XLMedia a public or private company?
XLMedia is a public company. It is classified as public and is currently closed.
When was XLMedia founded?
XLMedia was founded in 2015. It employs 101 to 250 people.
Where is XLMedia based?
XLMedia is headquartered in St. Helier.
How does XLMedia make money?
Two revenue lines are on record. Digital advertising and media services are the primary driver. The others are affiliate/referral marketing.
Who are XLMedia's main competitors?
Direct peers on record are Catena Media, Covers, Raketech, Oddschecker, Action Network, Gambling.com Group, Better Collective, Playmaker Capital (now part of Better Collective) and Spotlight Sports Group. RotoGrinders / GDC Media is listed as an emerging player.
Does XLMedia have an API?
No public API is recorded for XLMedia.
What industry is XLMedia in?
XLMedia's product category is Sports & Gaming Digital Media. Its primary akta.pro industry code is MPAEAIAJ, Betting Exchange Affiliate & Acquisition Networks. Its NAICS code is 713290 and its SIC code is 7990.