X: Betting Integrations, AI and Community Building for Brand Engagement

(AsiaGameHub) –   X has definitely established a strong reputation for itself in recent years. Not only has it become the go-to social media platform for many people, but it’s also emerged as a key source of news covering everything from politics and celebrity trends to sports and tech advancements. 

According to Jeremy Reisler, Head of X Canada, several factors have fueled the rising interest in the platform—though the two most significant are the growing demand for real-time sports updates and the expanding impact of artificial intelligence. 

“A lot of people assume politics is the top topic of discussion on our platform, but that’s not the case at all. Sports dominates conversations by a wide margin,” he told attendees at yesterday’s SBC Summit Canada. 

“What’s more, 95% of our users are more likely to be sports fans compared to non-X users. They’re passionate about sports across the board, which presents a massive opportunity for the sports betting community. In Canada alone, there were 120 million posts related to this in 2025—an increase of 25%.”

This demand for sports content—whether through written posts or multimedia clips—is expected to keep growing in the coming years as X works toward its goal of becoming a one-stop shop for users. 

Reisler noted that X’s long-term aim is to go well beyond its Twitter roots and become similar to China’s WeChat, combining everyday communication with practical features like real-time trading and live betting integrations. 

Reisler explained that adding live betting integrations to the app will give gambling operators a major chance to reach new audiences and build fresh communities of bettors. 

When it comes to platform demographics, Reisler revealed that 57% of X users have a greater interest in gambling than non-users, and 47% are more likely to have used gambling apps. 

For sportsbooks and casinos, the key to connecting with this audience is creating content that strikes a chord with their target group— and doing so in real time. 

The main hurdle to achieving real-time engagement is making sure brands—whether in the betting sector or other industries—stay updated on the latest trends. 

Although some trends are short-lived (lasting around 24 hours), brands need to respond and adjust their content rapidly. Reisler stated that AI can help brands stay ahead of the curve. As tech evolves, he expects more brands to become leaders in shaping social media discussions.

“If you want to connect with this audience, they’re actively engaged—no doubt about it. They’re well-off and distinct,” he added. 

“We’re driven by AI—Grok is integrated into every aspect of our operations, from ad infrastructure and brand safety to ad tools. We’ve rolled out a new ad platform that’s enabling full-funnel conversions. Most importantly, take this as a promise: we’re going to be the next global mega-app, and it will be the everything app.”