X expands its ‘Gametime’ sports hub beyond the NFL, starting with MLB
X is expanding its 'Gametime' sports hub beyond the NFL to include Major League Baseball, with plans to add other leagues like the NBA soon. The feature provides a centralized destination for live scores, stats, and real-time discussions to help the platform attract advertisers.
Why it matters
This move represents a strategic effort by X to monetize its platform by leveraging live sports engagement to win back major advertisers.
X is doubling down on sports, with Wednesday’s news that it’s expanding its “Gametime” feature on the social media site to go beyond tracking the NFL alone.
First announced in August, NFL Gametime is X’s new project that offers a single hub for tracking live scores, getting play-by-play updates, tuning into game feeds, and more. The move wasn’t meant to be useful only to X users who like to congregate on the platform to discuss live sporting events, but to woo brands and advertisers looking to reach passionate sports fans.
At Advertising Week New York, X said Gametime will become a year-round destination spanning “all professional sports.”
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