MGM Resorts International’s online gambling subsidiary, BetMGM, is reportedly in talks with X, formerly known as Twitter, to integrate sports gambling statistics onto the social media platform. The collaboration aims to introduce a feature on X that will display betting odds and provide users with a direct link to BetMGM, as per Fortune.
BetMGM is the product of MGM Resorts International’s partnership with UK gambling operator Entain. The partnership with X would help the sportsbook capture a larger audience by making the social media platform’s users familiar with the brand.
While the specific financial terms of the potential partnership remain undisclosed, the collaboration aligns with the companies’ interests, especially considering the upcoming NFL Super Bowl, just two weeks away.
X, under the ownership of billionaire Elon Musk, has a strong presence during live events, evidenced by a record-breaking 28.4 million tweets during the Super Bowl broadcast in 2015. However, the platform has faced challenges, including outages during high-traffic events like the Super Bowl, prompting Musk to prioritize system stability over new feature development.
The potential partnership signifies BetMGM’s strategic move to explore new avenues for user engagement, particularly during a major event like the Super Bowl LVIII, scheduled to take place at Allegiant Stadium in Las Vegas, Nevada.
The proposed integration will not only benefit BetMGM by reaching new customers but also provide X users with the opportunity to access real-time odds during live events, creating a new revenue stream for the social platform. The move aligns with Musk’s goal to diversify X’s revenue streams beyond advertising and subscriptions.