BetMGM Pens Partnership With X, Aims to Increase Customer Experience

Article by : Milena Petrovska Feb 15, 2024

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BetMGM, one of the leading betting and gambling companies in the US, has announced a new strategic partnership with X (formerly Twitter). The deal sees BetMGM as the social media’s live odds sports betting partner.

The agreement is exciting from several perspectives as it represents a first-of-its-kind deal between a social media platform and a betting operator.

As a bold move from both sides, the partnership should elevate user experience, introduce new services, and provide a unique way of tracking sporting events.

X Users Will Enjoy Easy Clickthroughs for Sports Events

The partnership will result in the integration of BetMGM’s odds and branding on X. Each game will connect users to BetMGM’s app and website. As such, punters within the US will be able to explore odds on various American football games across professional and collegiate verticals.

Each game will have a simple clickthrough to BetMGM, and thus, the user experience will be seamless.

Adam Greenblatt, the CEO of BetMGM, shared his thoughts on the development. He stated that X was a platform that acts as a “center of the sports world’s conversation 24 hours a day.”

He added that having direct access to the forum was a massive opportunity and a chance for BetMGM to expand its reach. Greenblatt ended by saying that BetMGM was looking forward to adding content that would enhance X’s “interaction around sports.”

The CEO of X, Linda Yaccarino, decided to voice her opinion on the partnership as well. She stated that sports were never asleep at X, and the collaboration with BetMGM would put fans “in the front row.” Thanks to the partnership, fans on X would not only be able to cheer but also bet on their favorite teams with just one click.

Advocates of the partnership praise the decision.

They say that the opportunity for X users to bet perfectly complies with Elon Musk’s idea of turning X into a platform for everything. Just recently, X also announced a deal with WWE.

These developments could turn out to be beneficial for X as the social media platform has faced several challenges recently.

Data from Similarweb suggested that one year after Elon Musk’s acquisition, the traffic on the platform is down by 19% in the US. Mobile performance also declined by 17.8%.

BetMGM Continues to Build from Its Success in 2023

Reports from December 2023 show that BetMGM’s online sports betting market share in the US is 17%. The company trails only behind DraftKings and FanDuel.

At the start of February, the company released its full report 2023.

It states that the total revenue was $1.96 billion, which was a 36% increase compared to 2022.

Greenblatt stated that the 2023 numbers were the result of the “commitment to delivering on our promises.” He also added that the achievements the company had in 2023 laid out the foundation for key actions in 2024.

Apart from the partnership with X, those key actions include the launch of its app in Nevada. It’s powered by Entain and provides sports betting fans with an enhanced experience.

Several highlights of the app for Nevada residents include digital payments alongside expanded pre-game and in-game betting markets. There are also the launches of BetMGM Rewards and the Same-Game Parlay+ betting option.