Some journalists and market experts have already said that this “looks a bit worrying.” It’s unclear how far the company will go in implementing this feature.

How is it going to be?

According to Fortune, X has signed a new agreement with BetMGM, the online betting subsidiary of MGM Resorts. Betting odds will soon appear on social media with links to help users place bets through the BetMGM service.

This seems like a shady deal that would be difficult to control. Even different states as well as countries have their own laws regarding online betting. However, the source noted that on US television “betting ads and odds displays are already well integrated into live event broadcasting”. With X being one of the main places to discuss and now even watch live events, a partnership could make sense.

The source code of the update is already awaiting the official launch in the X app.

As the company currently states, it will probably have to change its terms of use: “X prohibits the promotion of gambling content, except for country-targeted campaigns, which are permitted with the restrictions described below”. There you can also see a number of different rules regarding gambling promotions that limit X’s ability in the deal with BetMGM, so the company will probably remove them.

How regulators deal with this will be an entirely different matter. Indeed, regulators in the United States and other countries are exploring ways to introduce new rules to limit sports betting advertising due to concerns about the potential harms of gambling, especially among younger audiences. So Elon Musk will either face a lot of restrictions or will only launch this feature in regions where it is easiest to do so.