BetMGM has formed a strategic partnership with X, becoming the social media platform’s first-ever live odds sport betting partner.
Signalling a first-of-its-kind deal where a top social media brand has partnered with a gambling operator, BetMGM’s live odds and branding will be integrated into X, formerly Twitter, with each game linking to BetMGM’s website and app.
“X is the centre of the sports world’s conversation 24 hours a day, seven days a week,” said BetMGM CEO Adam Greenblatt.
“Being directly accessible within that forum is an unprecedented opportunity to expand our reach to a passionate and engaged audience. We look forward to adding intel and content that enhances the platform’s interaction around sports.”
Activating the partnership exclusively for US X users, the odds interface will provide an ‘easy clickthrough’ for sporting events, with BetMGM’s latest odds on American football for games across major professional and college leagues set to be showcased on X ‘in the coming weeks’.
Linda Yaccarino, X CEO, added: “Sports never sleep on X and now with our strategic partnership with BetMGM, fans are practically in the front row. We’re bringing sports fans on X even closer to the action so they can cheer, and now bet, on their favourite teams.”
The move comes as another development in Elon Musk’s reign over X/Twitter, with many changes being introduced to the platform since he acquired it in October 2022 for $44bn.
Meanwhile, BetMGM has also announced plans to provide GameSense resources on its mobile and desktop services as ‘responsible gaming remains a key focus’.
GameSense is a responsible gambling programme developed by the British Columbia Lottery Corporation which has been previously been utilised at MGM Resorts properties, encouraging responsible play amongst customers.
Now, partnering with BetMGM will allow the operator’s online player to access the same safety information, aiming to protect players and provide an ‘entertaining and safe digital experience’.