X Expands Gametime to Baseball for Advertisers

The wording reveals the commercial logic: live sports broadcasts hold audience attention for hours — and that is exactly the resource X intends to sell to brands.

How does this relate to the lawsuit against advertisers?

Gametime's development comes amid X's conflict with the advertising market. The company has asked a federal appeals court to overturn a ruling by U.S. District Judge Jane Boyle and revive its antitrust lawsuit against ten advertisers. X claims they participated in a "group boycott" of the platform.

A dual strategy is taking shape: X is simultaneously pressuring advertisers legally and offering them a new buying tool — real-time sports content. Gametime's success in disciplines beyond football will show whether the market is ready to respond with a product rather than lawsuits.

What does this mean for the market?

For the B2B audience, this story is a telling case of monetizing live content on social platforms. Betting on sports is a proven format: leagues provide a stable calendar of events, and real-time discussions generate engagement that is hard to replicate outside social media.

Expanding from one league straight to a second just months after launch signals that the company was satisfied with the initial results of the NFL product. Further steps will likely depend on whether the company can convert sports traffic into advertising contracts — including with the very brands X is currently suing.