BetMGM and X (formerly Twitter) have agreed to a deal in which BetMGM will provide the social media site with sports betting data, according to Fortune, which first broke the story.
While details about the partnership are thin, the move is thick with possibilities for BetMGM.
Why the BetMGM / X deal matters
In short, BetMGM’s new partner is one of the most visited websites in the world. In November, X had 2.14 billion visits from users in the United States and 9.14 billion visits worldwide, according to traffic analytics firm Semrush.
That kind of traffic is almost unfathomable. Therefore, signing an exclusive data deal with X would be a major coup for any sports betting operator.
But what makes BetMGM’s move so stunning is that this is the kind of news we’d expect to hear about FanDuel or DraftKings, the two clear frontrunners in the US sports betting market.
BetMGM typically trails FanDuel and DraftKings in handle (total amount bet) and revenue by a wide margin in every state where the three books operate. And, in some cases, BetMGM battles Caesars for the third spot.
Stunning or not, BetMGM now has a chance to tap into tens of millions of X users who tweet their way through the Super Bowl.
BetMGM should get plenty of traffic from X deal
Fortune reported that the data that will appear on X will link to BetMGM’s sportsbook. So, any X user that sees, say, betting lines for the second half of the game will also see a link to BetMGM’s website.
That type of visibility could bring BetMGM hundreds of thousands of new or one-time users the day of the game as well as during the days leading up to the game.
That being said, Fortune did not indicate when the data would appear on X.
As for how big the impact of the new deal will be, one would have to turn to state-by-state revenue reports and compare BetMGM revenue in February by two key metrics:
- February 2024 annual handle growth compared to competitors
- February 2024 monthly growth compared to competitors
PlayUSA will monitor that data and provide in-depth reports of BetMGM’s performance for states where gaming commissions list individual sportsbook revenue.