BetMGM, one of the leading bookmakers in the US, announced the launch of a strategic partnership with Elon Musk's X social network.
BetMGM will become the platform's exclusive betting partner and will integrate its lines and odds into its account on the platform, with each event linked to the bookmaker's website and app.
X is the center of the sports world's conversation 24 hours a day, seven days a week. Being directly accessible within that forum is an unprecedented opportunity to expand our reach to a passionate and engaged audience.
BetMGM CEO Adam Greenblatt
However, the addition of sports betting to X's platform raises regulatory and ethical issues. While it might attract new users and increase engagement, it could also alienate current users who are concerned about more gambling content. Additionally, users cannot place bets directly on X, limiting expected interaction and engagement.
Last week, BetMGM reported its total revenue for 2023 at $1.96 billion.
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