Sports bettors will soon be able to bet on X Games competitions thanks to the organization’s partnership with ALT Sports Data Inc.
San Diego-based ALT Sports Data Inc. has announced a partnership with X Games that paves the way for regulated sports betting on X Games events for the first time in the competition’s 30-year history.
The agreement, according to the announcement, grants ALT Sports Data, a provider of trading and consumer data for alternative, motor, action, and emerging sports, exclusive access to official X Games data.
The move is designed to deepen audience engagement and expand the global reach of X Games, a platform that has long been at the forefront of action sports competitions.
X Games has seen a surge in popularity, evidenced by a 113% increase in streaming audiences and the addition of 2.4 million new social media followers over the past year, according to its own data.
ALT Sports Data co-founder and CMO Todd Ballard said of the agreement: “This partnership represents a significant step forward in our mission to redefine fan engagement in some of the world’s most engaging and exciting sports.
“X Games is the most iconic brand within the action sports community, and we are excited to bring innovative betting markets to their passionate fan base. By integrating sports betting, we aim to create deeper connections, attract new audiences, and drive the continued growth.”
The inaugural event featuring this betting integration will be X Games Aspen, scheduled for 23-25 January in Aspen, Colorado. Fans will have the opportunity to place wagers on events featuring some of the world’s top ski and snowboard athletes.
A growing platform with a new format
X Games is also preparing for a further evolution with the launch of a global, team-based format in 2026.
With the financial support of MSP Sports Capital, which bought a majority stake in X Games from ESPN in 2022, the X Games League (XGL) will feature a year-round international competition calendar.
This initiative aims to increase athlete compensation, helping jumpstart greater interest in X Games participation. So far, the games currently award $2.4m annually in prize money, according to the company.
The introduction of betting to the X Games coincides with a period of substantial growth in the US sports betting market. According to the American Gaming Association (AGA), legal sports betting revenue in the US reached $7.5bn in 2022, a 72% increase from 2021.
The sports industry has experienced a significant transformation in fan engagement, with betting emerging as a key factor. The integration of sports betting has enhanced the overall viewing experience, providing fans with innovative ways to connect with their favourite sports.
This momentum from 2022 continued in 2023, with revenue exceeding $10bn. Analysts project that, when the final numbers for 2024 are in, the total will have reached $14.2bn.
The continued increases are driven by increased state legalisation, mobile betting platforms, and partnerships between sports leagues and betting operators.
As more states adopt legal sports betting, the industry has become a significant contributor to both entertainment and state economies.