MGM's betting division has partnered with the app formerly known as Twitter.
X will display gambling statistics through a partnership with BetMGM. Fortune announced it on the web. Details about the deal are few, but according to Fortune, X will display betting information through MGM's sports betting division and then provide a link to the gaming platform.
As the sports blog Awful Announcing pointed out, MGM is the third most popular sports gambling app – behind DraftKings and FanDuel – and already has big partnerships with platforms like Yahoo and the YouTube baseball show Foul Territory. This potential partnership between X and MGM comes at a time when virtually every sports media platform is saturated with gambling content.
X will reportedly display several odds elements, via the BetMGM link, but will not facilitate in-stream betting, which would be a much more significant step.
What is most interesting about this integration will be the impact it will have on X's approach to gambling promotions and whether it will need to update its rules to allow for this new initiative.
According to X's current policy: ″X prohibits the promotion of gambling-related content, except for campaigns targeting specific countries where it is permitted with the restrictions explained below″.
Regulators in the United States and other nations are already looking to implement new rules to limit sports betting promotions, due to concerns about the potential harm caused by gambling, particularly among younger audiences.
In this context, promoting betting odds within X, where many real-time discussions about sporting events take place, seems likely to spark more concern and bring more scrutiny to the Musk-owned platform.
Apparently the platform's advertising revenue is still down around 50% compared to pre-Elon levels, therefore, X needs to find alternative sources of income and promote gaming odds. This could be one way to do it.
