Elon Musk’s X, the renamed social media platform Twitter, has announced a partnership with BetMGM, one of the largest online sportsbook operators. This collaboration will integrate BetMGM branding and odds into the X platform, allowing users to access and explore the latest betting odds on various sports events.

The financial terms of the partnership were not disclosed, but this marks the first collaboration between a major social media site and a prominent sportsbook operator. Users in the United States will have access to BetMGM’s betting odds on professional football, with other major professional and college sports expected to follow in the coming weeks.

BetMGM’s 2023 financial results revealed a 36% increase in revenue, reaching $1.96 billion. Despite this positive performance, the company still lags behind competitors like DraftKings and FanDuel in terms of market share. The partnership with X is expected to increase visibility and brand awareness for BetMGM, potentially closing the gap with its rivals.

One of the key aspects of this partnership is the inclusion of responsible gaming features. As sports wagering expands in North America, concerns about problem gambling have also grown. To address this issue, BetMGM and X will feature GameSense, a responsible gambling tool licensed to BetMGM by the British Columbia Lottery Corporation. This is aimed at providing customers with a safe and entertaining digital gambling experience.

Overall, the collaboration between X and BetMGM is expected to offer an enhanced user experience, integrating sports betting seamlessly into the social media platform, while also prioritizing responsible gaming measures. This partnership represents a significant development in the intersection of social media and online gambling.

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