With Missouri’s legal sports betting market gearing up for its December 1 debut, BetMGM has officially secured entry into the state through a strategic alliance with Century Casinos, Inc. The collaboration gives BetMGM access to operate online and mobile sports betting under Century’s license and also opens the door for potential retail sportsbooks at Century’s Missouri properties.

Century Casinos made the announcement on Tuesday, confirming a long-term agreement with BetMGM through its subsidiary, Century Casino & Hotel Cape Girardeau. The deal positions BetMGM among the earliest sportsbook operators to secure a foothold in the state as operators race to prepare for the market’s competitive rollout.

Terms of the Deal and Market Implications

Under the agreement, BetMGM will handle digital sports betting operations in Missouri via Century’s license. Century will receive a portion of BetMGM’s net gaming revenue from operations within the state, along with a guaranteed minimum revenue. Additionally, Century retains the right to open retail sportsbooks at its Cape Girardeau and Caruthersville locations if it chooses to do so.

“We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand,” said Erwin Haitzmann and Peter Hoetzinger, Co-Chief Executive Officers of Century Casinos. “This partnership is another step forward in leveraging our Missouri licenses and delivering premium entertainment experiences for our customers.”

The deal is contingent on obtaining all required licenses and regulatory approval from the Missouri Gaming Commission (MGC), which confirmed the December 1 launch date earlier this month. Missouri voters narrowly approved the sports betting ballot measure last November, and while no additional states have legalized betting in 2025, Missouri’s move marks a significant development in the Midwest.

BetMGM Gains Competitive Edge

BetMGM, ranked third in U.S. market share among online gaming platforms, is strengthening its presence through strategic partnerships as the market becomes increasingly saturated. Missouri’s sports betting framework requires most operators to align with either a brick-and-mortar casino or a professional sports team to obtain a license. Only two “untethered” licenses, which do not require such affiliations, will be issued by August 15.

FanDuel and DraftKings, two dominant players who poured close to $30 million into promoting Missouri’s betting referendum, are the leading candidates for those untethered spots. BetMGM opted for the more traditional route, cementing its access through a casino partnership.

This partnership with Century is not BetMGM’s first in Missouri. The company previously inked a deal with the NFL’s Kansas City Chiefs in 2021, allowing for advertising rights inside Arrowhead Stadium. While that arrangement granted some market exposure, the new deal with Century Casinos grants full operational access and the possibility of launching retail sportsbooks at two casino properties.

Mobile Betting Set to Lead the Charge

Missouri’s sports betting industry is anticipated to be heavily mobile-based. Projections suggest that more than 90% of all wagers will be placed via mobile devices. Nationally, BetMGM has seen nearly 95% of its betting traffic come through mobile platforms in 2024.

Though the state permits each of its 13 casinos to open retail sportsbooks, the actual in-person betting footprint may be minimal. The growth of mobile betting has made brick-and-mortar sportsbook launches less essential for operators. Nevertheless, Century’s agreement with BetMGM allows flexibility, giving the company discretion to establish retail sportsbooks in Cape Girardeau or Caruthersville.

Missouri joins a growing list of states embracing legalized sports betting, and BetMGM’s swift market entry suggests the operator is intent on capturing significant share early on. About a dozen operators are expected to enter the Missouri market, including industry giants like Caesars, Bally’s, and PENN Entertainment, all of which already hold market access.

A Broader Push in Missouri Sports Betting

In addition to BetMGM’s announcement, other teams and operators are also making moves. Earlier this year, the St. Louis Cardinals partnered with bet365, and they plan to launch a branded retail sportsbook near Busch Stadium in downtown St. Louis. Whether other professional sports franchises in Missouri will follow suit remains uncertain.

As for Century Casinos, the deal signals a continued push to capitalize on its gaming licenses and deepen its footprint in U.S. markets. The company, which operates multiple properties in the Midwest, West, and Canada, also holds six casino licenses in Poland through its subsidiary, Casinos Poland Ltd.

For BetMGM, the partnership reflects an aggressive and calculated expansion strategy. Founded in 2018 as a joint venture between MGM Resorts International and Entain Plc, the company has used its access to MGM’s land-based assets and Entain’s technology platform to establish a stronghold in the U.S. online betting landscape.