A fresh partnership

BetMGM is reportedly partnering with X to showcase its betting stats on the social media platform. Fortune broke the news on Friday, confirming that the upcoming feature will display betting odds and contain a direct link to the BetMGM platform.

BetMGM has a similar arrangement with Yahoo

Fortune does not know any details about the deal’s financial terms or the timeline for the rollout of the new feature. BetMGM has a similar arrangement with Yahoo, pemitting the operator to integrate its odds into the media company’s relevant content.

X News Daily reported that the code string is already in the back-end of the Elon Musk-owned platform, sharing a screenshot of the new feature:

The BetMGM partnership comes at an opportune time, ahead of the Super Bowl in Las Vegas. This is often the busiest time on X, with users posting a record 28.4 million tweets during the 2015 edition of the event. It also gets more bets than any other sporting contest in the US. Americans wagered about $16bn last year.

Only DraftKings and FanDuel currently have a bigger market share than BetMGM in the US. BetMGM recently went live in the UK market and the operator hopes to generate a core profit of $500m by 2026. One of its main aims is to boost customer acquisition by leveraging partnerships. ?