The Future. BetMGM, the sports betting operator, has partnered with X to make its services available on the platform. The move could remake X as a betting hub and fix its revenue problem — or accelerate the mass exodus of reputable advertisers from the site.
A calculated risk
As of Friday, BetMGM is officially X’s “exclusive Live Odds Sports Betting partner.”
- Initially,this service will require X users to click through to BetMGM in order to place bets, but in the future, they may be able to place bets on X directly.
- At first, users will only be able to bet on pro football, but other professional and college sports will become available over time.
- The deal marks yet another pivot towards making X an “everything app” that features online shopping and subscriptions in addition to text-based content.
Recent leaks and teased interviews have boosted X’s popularity, but financially, the platform is struggling. Elon Musk has already alienated advertisers with his erratic behavior and problematic views.
A turn to sports betting could make the platform money — and untouchable for advertisers.