X, formerly Twitter, on Friday signed a deal with the sports betting operator, BetMGM to give users access to betting codes.
“X is the center of the sports world’s conversation 24 hours a day, seven days a week,” BetMGM CEO Adam Greenblatt, said in a statement.
“Being directly accessible within that forum is an unprecedented opportunity to expand our reach to a passionate and engaged audience. We look forward to adding intel and content that enhances the platform’s interaction around sports,” he added.
The operator will become X’s official Live Odds Sports Betting partner as part of the agreement, which BetMGM refers to as a “strategic partnership” with X. It will also grant access to the betting service on X.
Pro football betting odds will be available to X customers in the United States first, with more professional and collegiate sports to be added later. The connection will continue to develop over time, the business stated, implying that a future version might make betting even simpler on X. Currently, customers can click through to access BetMGM’s website or app to place their wagers.
“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,” X CEO Linda Yaccarino, said in a statement about the new deal.
The collaboration is yet another illustration of the new course that X is taking following Musk’s 2022 purchase of the social network, which was once known as Twitter.
His goal is for X to become an “everything app,” encompassing not only media and text postings but also creator content, subscriptions, live and recorded video, online shopping, payments, and more. His vision goes beyond social networking.