X is a company that has certainly made a name for itself over the last few years. Having become the ‘go-to’ social media platform for many of us, it’s also become a primary source of news for topics ranging from politics and celebrity culture to sports and technology developments.
For Jeremy Reisler, Head of X Canada, there have been a number of reasons that have driven this growing interest in the platform – the two biggest reasons, however, have been an increasing demand for real-time sports insights and the growing influence of artificial intelligence.
“Everyone thinks that politics is the biggest conversation on our platform. It’s absolutely not. Sports is the number one conversation on our platform by a substantial margin,” he told delegates at SBC Summit Canada yesterday.
“Even further than that, 95% of our users are more likely to be a sports fan than non-X users. They’re avid sports fans overall, which, when we’re thinking about the sports betting community, this is a huge opportunity. From a content generation perspective, specifically in Canada, there were 120 million posts in 2025 alone – up 25%.”
That demand for sports content – be it via written social media posts or multimedia clips – will likely continue to grow in years to come as X looks to pursue a strategy of becoming a ‘one stop shop’ for users.
The ultimate goal, Reisler said, is for X to move far beyond its origins as Twitter and become an equivalent to China’s WeChat app, marrying daily communication with real-world features – including real-time trading and live betting integrations.
By incorporating live betting integrations into the app, Reisler suggested, X will offer an enormous opportunity for gambling operators looking to tap into new audiences and build new communities of bettors.
Looking at the demographics that use the platform, Reisler shared that 57% of users are more interested in gambling than non-X users, and 47% are more likely to have used gambling apps.
For sportsbooks and casinos, the secret to tapping into that audience is ensuring that you create the right content that resonates with your target audience, in real time.
The biggest challenge to achieving real-time engagement is ensuring that brands – both in the betting industry and further afield – are in the loop when it comes to the biggest trends.
While some of these trends may be fleeting, lasting maybe 24 hours or so, brands need to be able to react and adapt their content quickly. Artificial intelligence, Reisler said, can help brands to stay one step ahead. As technology continues to advance, he anticipates that more brands will emerge as front-runners in dictating social media conversations.
“If you want to engage with the audience, they are hand raisers, for sure. They are affluent, they’re unique,” he continued.
“We are powered by AI. Grok is quite literally in everything we do, from an ad stack, brand safety, ad tools. We have launched a new ad platform, which is leading to full funnel conversion. Most importantly, mark my words, we are going to be the next big app in the world, it will be, and it’s going to be the everything app.”
