X recently announced its groundbreaking partnership with BetMGM, a leading sports betting operator. The unique collaboration aims to integrate BetMGM’s odds and branding into the X platform, bringing sports betting directly to users. In a strategic move just in time for the Super Bowl, X has now released its new display of sports betting odds in-stream. This article examines the potential risks and rewards associated with this innovative partnership.
The integration of BetMGM’s odds into X’s platform may seem like a win-win situation. Users searching for sports event-related topics will be presented with X’s new sports betting odds graphics, with a direct link to the BetMGM website for placing bets. This integration plays to BetMGM’s advantage, leveraging the app’s broad engagement with sports enthusiasts and attracting the attention of avid sports gamblers who frequent the platform for real-time updates during live events.
Research conducted in 2022 highlighted the significant role Twitter (now X) plays as a key source for predictions, injury reports, statistics, and other news in the world of sports gambling. In fact, the study found that 72% of sports gamblers rely on tweets to keep track of their wagers. Moreover, Twitter users, or X users as they are now known, were found to spend 15% more on bets annually, with 62% placing bets on a weekly basis. For BetMGM, the partnership with X is an obvious choice, given the app’s existing user base of highly engaged sports gamblers.
While the collaboration presents a mutual benefit for BetMGM and X, it also comes with risks, particularly concerning problem gambling. Several studies have already explored the potential negative impacts of sports gambling promotions on social media, with X being a focal point of concern. Regulatory bodies in the U.S. and other nations are actively seeking to implement new rules that restrict sports betting promotions.
By aligning itself with the risks associated with problem gambling, X opens itself up to increased scrutiny, particularly in light of the fact that the new odds displays will be visible to all users, including younger audiences. This intensifies the potential backlash and could lead to calls for a complete ban on sports betting promotions within the app.
The same research report also revealed that a significant number of gamblers would reduce their betting activity if it weren’t for Twitter (X). This finding suggests that X’s involvement in sports betting will likely put the platform under a spotlight, as it becomes more closely associated with gambling.
Nevertheless, X, at its core, needs to generate revenue. Reports indicate that the platform’s ad revenue is still down by around 50% compared to pre-Elon Musk levels. The partnership with BetMGM and potential advertising opportunities with other sports betting outlets offer X a means to increase its revenue stream. While the decision to venture into gambling odds may seem risky, it aligns with X’s ambition to be an all-encompassing app catering to various user interests.
X’s new sports betting partnership with BetMGM presents both risks and rewards. On one hand, it opens up opportunities for increased revenue and further engagement from sports gamblers. On the other hand, there are potential negative consequences such as increased scrutiny and pressure from regulatory bodies. As the partnership unfolds, it will be crucial to monitor the impact on X, its users, and the broader landscape of sports betting promotions on social media. Only time will tell if this move proves to be a game-changer or a cautionary tale for X and its ambitious future.
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