BetMGM Secures Partnership in Missouri

BetMGM, a prominent sportsbook operator in the U.S., has secured a strategic partnership with Century Casino & Hotel Cape Girardeau to offer online and mobile sports betting services in Missouri. This collaboration marks the first announced alliance since Missouri opened its sports betting license application window last month. Missouri’s regulated sports wagering is set to officially launch on December 1, 2025.

Partnership and Regulatory Context

Century Casinos co-CEOs Erwin Haitzmann and Peter Hoetzinger emphasized the importance of the partnership, describing BetMGM as “a leading online sports betting and gaming entertainment company with a dynamic and innovative brand.” They noted that the deal represents “another step forward in leveraging our Missouri licenses and delivering premium entertainment experiences” to customers.

Missouri’s sports betting regulations, overseen by the Missouri Gaming Commission (MGC), allow land-based casinos such as Century Cape Girardeau to partner with up to two sports betting operators. These partnerships enable licensed operators to offer legal wagering through online and mobile platforms tied to the casino. Additionally, operators may pursue standalone “untethered” licenses, which do not require a physical casino or sports team affiliation, though only two such licenses will be granted.

What BetMGM’s Entry Means for Missouri Bettors

When sports betting goes live in Missouri, BetMGM users will need to create Missouri-specific accounts to legally place bets within the state. For existing users who already bet on BetMGM in other states, the app will allow easy switching between states based on geolocation. For example, a bettor wagering in Illinois during the day can seamlessly transition to Missouri betting by selecting the state within the app upon arrival.

Ahead of launch, BetMGM is expected to promote the Missouri platform with typical incentives such as “no-sweat” first bets and deposit-match bonuses. A no-sweat first bet protects new bettors by crediting a bonus wager if the initial bet loses, while deposit matches effectively double a customer’s initial betting funds. These promotions are standard in new market entries and are aimed at attracting and retaining users.

If approved by the MGC, Missouri will become BetMGM’s 23rd operating state. While BetMGM trails industry leaders FanDuel and DraftKings in betting volume, it frequently competes with Caesars Sportsbook for the third-largest market share in states where both operate. For instance, in March 2025, BetMGM generated $58.2 million in handle in Illinois, compared to Caesars’ $63.5 million from two partners in the same state.

The Missouri Sports Betting Landscape Moving Forward

With the application window recently opened, more sportsbook partnerships and standalone license announcements are expected in the coming months. The deadline for casino-based partnership applications is September, while the cutoff for the two untethered licenses is in July.

Earlier this year, bet365 secured a marketing partnership with the St. Louis Cardinals, signaling likely pursuit of a Missouri license. Market leaders DraftKings, FanDuel, and Caesars are anticipated to announce their Missouri partners shortly, along with smaller operators such as ESPN Bet, Fanatics, and BetRivers.

Missouri bettors can anticipate a competitive marketplace with multiple sportsbooks offering promotional incentives from October through November as operators prepare for the December launch. There is no limit to the number of sportsbooks a single bettor may sign up for, enabling users to shop multiple promotions. However, bettors should carefully review terms and restrictions attached to each offer, as eligibility criteria may vary.

 

We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand.

The Future

Missouri’s sports betting regulations require sportsbooks to use geolocation technology to verify that bettors are physically located within state boundaries before allowing account registration or wager placement. This technology ensures compliance with state law and prevents unauthorized betting from outside Missouri.