BetMGM has taken a major step toward expanding its U.S. footprint by securing market access in Missouri through a new partnership with Century Casinos. With the state set to launch regulated sports betting on December 1, BetMGM s a growing list of operators preparing to enter the Show-Me State. 8326s
The agreement gives BetMGM — a t venture between MGM Resorts International and UK-based gaming giant Entain — the green light to operate its online sportsbook in Missouri. This move comes through a market-access deal with Century Casino and Hotel Cape Girardeau, a subsidiary of Century Casinos.
A Strategic Play in a Competitive Market 1x1o65
Under the of the agreement, BetMGM will pay Century Casinos a share of net gaming revenue, with a guaranteed minimum to ensure consistent income for the land-based casino operator. While financial details remain under wraps, the structure is similar to many market-access arrangements in other U.S. states.
Notably, the partnership also includes the option to open a retail sportsbook at Century’s Cape Girardeau location. However, that decision will ultimately rest with Century Casinos, depending on future strategic goals and market dynamics.
Erwin Haitzmann and Peter Hoetzinger, co-CEOs of Century Casinos, welcomed the move, saying:
“We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand. This partnership is another step forward in leveraging our Missouri licenses and delivering entertainment experiences for our customers.”
For BetMGM, the deal represents a crucial foothold in what could become a lucrative sports betting landscape. Missouri has a ionate sports fan base and is home to several major teams, creating a fertile ground for sportsbooks.
The Race to Go Live in Missouri 4n2y5
BetMGM is not the only operator eyeing bet365 announced a market-access deal with the St. Louis Cardinals, one of six professional sports teams eligible to partner with sportsbooks under state law. Other eligible teams include:
Kansas City Chiefs (NFL)
Kansas City Royals (MLB)
Kansas City Current (NWSL)
St. Louis Blues (NHL)
St. Louis City SC (MLS)
Missouri’s regulations allow both land-based casinos and professional sports teams to partner with online sportsbooks. There are 13 licensed casinos in the state, including locations operated by Caesars Entertainment, Boyd Gaming, PENN Entertainment, Bally’s, and Affinity Gaming.
In addition to those tethered licenses, Missouri will issue two untethered licenses. These standalone permits are up for grabs via an open application process. The deadline for submissions is July 15, and the state’s Gaming Commission is expected to announce the successful applicants by August 15.
The Missouri Gaming Commission laid out its roap for the rollout earlier this month, confirming that operators meeting all regulatory requirements will be able to go live on December 1, 2025. The market is expected to be robust right out of the gate, driven by strong local interest and competitive partnerships.
What This Means for Missouri Bettors w5v4v
Once the market goes live, Missourians will be able to place wagers on sports through licensed online platforms like BetMGM — provided they are at least 21 years old and physically located within state lines.
BetMGM, known for its -friendly interface, competitive odds, and integration with MGM Resorts’ loyalty program (MGM Rewards), will likely seek to attract Missouri players through promotions and brand partnerships. If Century Casinos decides to open a physical sportsbook, it would also provide bettors with a brick-and-mortar location for placing bets and watching games.
The inclusion of retail sportsbooks is expected to enhance the overall betting experience, especially in areas with high foot traffic and strong local sports allegiance.
Industry Implications 76h6q
For BetMGM, this move is part of a larger strategy to solidify its position as a top-tier operator in the U.S. sports betting scene. The company already holds licenses in more than 25 states and has been aggressive in securing partnerships in emerging markets.
Missouri represents a high-potential addition to BetMGM’s growing portfolio. With nearby states like Illinois, Kansas, and Iowa already offering legal sports betting, the Missouri launch helps close a regional gap and reduces out-of-state leakage, a major concern for local lawmakers and casinos.
For Century Casinos, the partnership is a smart monetization of its state license, allowing it to participate in the online gaming boom without the overhead of running its own sportsbook operation. It also aligns the company with a well-established national brand, potentially driving foot traffic and brand recognition at its Cape Girardeau property.
Final Thoughts 1v3gq
BetMGM’s entrance into Missouri is yet another sign of the growing importance of market-access deals in the U.S. sports betting ecosystem. As the countdown to the December launch continues, expect more operators to announce partnerships with local casinos and sports teams, each vying for a piece of the action.
With robust competition, a ionate sports culture, and regulatory clarity, Missouri is shaping up to be one of the most anticipated sports betting markets of the year.
