BetMGM and X, formerly Twitter, have unveiled a strategic partnership to delve into sports betting.

Under this collaboration, X will serve as BetMGM's exclusive live-odds sports-betting partner. This integration will feature BetMGM's odds and branding directly within the X platform, providing users with seamless access to BetMGM's website and app for each game.

Initially, users in the US will gain access to professional football betting odds on X, with plans to expand to additional sports gradually, per the Wall Street Journal. The new interface lets customers go directly to BetMGM's platforms to bet, with additional improvements promised.

(Photo : KIRILL KUDRYAVTSEV/AFP via Getty Images)A photo taken on November 17, 2023 shows the logo of US online social media and social networking service X - formerly Twitter - on a smartphone screen in Frankfurt am Main, western Germany.

Bringing Sports Action Closer to Fans

X CEO Linda Yaccarino expressed excitement about the collaboration, highlighting the integration's ability to empower users to support their favorite teams and even engage in betting activities.

"Sports never sleep on X, and now, with our strategic partnership with BetMGM, fans are practically in the front row. We're bringing sports fans on X even closer to the action so they can cheer, and now bet, on their favorite teams," Yaccarino said in a statement.

Yaccarino showcased a preview of the betting integration on X, featuring a mock-up of Super Bowl LVIII with team images and videos and a dedicated section titled "Odds by BETMGM."

In a statement, BetMGM CEO Adam Greenblatt expressed enthusiasm about the collaboration, stating, "X is the center of the sports world's conversation 24 hours a day, seven days a week." He emphasized the exceptional opportunity of being directly accessible within this forum, viewing it as unprecedented for extending their reach to a passionate and engaged audience.

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Greenblatt anticipates the addition of valuable insights and content that will enhance the platform's interaction around sports, further solidifying the partnership's potential to augment the sports-related discourse on X.

BetMGM emphasizes a commitment to responsible gaming practices in its ongoing expansion into new markets. The company takes pride in offering resources to assist customers in playing responsibly, with a notable inclusion being GameSense.

Elon Musk Remains Committed to Evolution of X (Formerly Twitter)

Elon Musk's acquisition of X in 2022 has catalyzed a transformative journey for the platform. Evolving from a social network to an "everything app," X now offers a comprehensive suite of features, including text posts, media, creator content, subscriptions, live and recorded videos, online shopping, payments, and more, according to TechCrunch.

This week, X's app surged to the top of the App Store following significant events, such as Tucker Carlson's announcement of an interview with Putin and heightened activity surrounding explicit Drake photos.

Building on this momentum, the partnership with BetMGM aims to attract a broader audience, aligning with Musk's ambition to maintain the platform's No. 1 ranking.

Despite financial challenges, including a decline in valuation and advertising revenue, Elon Musk remains committed to X's evolution. He envisions a shift towards a monetization model involving a small monthly payment for X usage, aiming to address concerns related to bot activity. Musk's ongoing initiatives underscore a dynamic transformation in X's strategic direction and business model.

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