BetMGM Secures Sports Betting Entry in Missouri

As Missouri prepares for the official launch of legal sports betting on December 1, BetMGM has become one of the first sportsbook operators to secure market access in the state. The company announced Tuesday that it has entered into a partnership with Century Casino & Hotel Cape Girardeau, allowing it to operate online sports wagering under the casino’s license.

The agreement marks a significant development in Missouri’s rollout of legalized sports betting, positioning BetMGM—already one of the leading sportsbook brands in the U.S.—to capture early market share in a state where fan enthusiasm, especially around professional football, runs deep.

Under the terms of the deal, BetMGM will handle online operations while Century Casinos will receive a share of net gaming revenue, a guaranteed minimum payment, and the opportunity to host a retail sportsbook on-site. The partnership is contingent on both companies receiving final approval from the Missouri Gaming Commission (MGC), which oversees the state’s regulatory framework.

Missouri Enters a Crowded National Field

Missouri becomes the latest state to legalize sports betting following a narrow public referendum passed in November 2024. The measure, which succeeded by only a few hundred votes, reflected both growing demand for legalized betting and ongoing concerns about its social and economic impacts.

Despite a surge in interest following the 2018 Supreme Court decision overturning the federal ban on sports wagering, Missouri's entry is notable as no new states have legalized betting in the first half of 2025. This places additional attention on Missouri's rollout, as operators and regulators alike watch how the state balances access, regulation, and competition.

According to state guidelines, online sportsbook operators must either partner with one of Missouri’s casinos or with a professional sports franchise to enter the market. The MGC will also issue two untethered licenses by August 15, allowing operators to participate without such a partnership. All other applicants must finalize agreements by September 12.

Strategic Tie-In With Kansas City Chiefs

BetMGM’s presence in Missouri could also be strengthened by its existing partnership with the Kansas City Chiefs. The operator signed a multi-year deal with the NFL franchise in 2021, a move that may soon allow in-stadium wagering at Arrowhead Stadium.

The timing is significant: the Chiefs host the Houston Texans on December 7, marking the team’s first home game after the sports betting market opens. The potential for real-time, location-based betting during live events represents a key opportunity for both operators and teams to engage fans—and monetize their attention. The Cape Girardeau casino, originally opened in 2012 as Isle Casino, was acquired by Century Casinos in 2019 and rebranded shortly afterward. Its partnership with BetMGM exemplifies a growing trend across the country in which legacy casino operators collaborate with national sportsbook brands to compete in digital markets.

In a joint statement, Century Casinos co-CEOs Erwin Haitzmann and Peter Hoetzinger emphasized the strategic nature of the deal: “We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand.”

The success of such partnerships often hinges on seamless integration, compliance with state regulations, and effective customer acquisition. As Missouri finalizes its legal and technological infrastructure, operators like BetMGM are positioning themselves not just to participate but to lead.

 

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

The Landscape Ahead

Missouri’s population, central location, and strong sports culture—particularly around the NFL and MLB—make it a valuable addition to the national sports betting map. Yet competition is expected to intensify quickly. Major brands such as FanDuel, DraftKings, Caesars, and ESPN Bet are all likely to pursue market access before the September deadline.

For BetMGM, early entry provides a first-mover advantage, but it also comes with pressure. The success of its Missouri operations may depend on its ability to convert existing brand recognition into user engagement, especially in a market where loyalty has yet to be defined.

As the December launch nears, Missouri’s approach will be closely watched by other states and industry analysts. With regulatory timelines in place and major players stepping in, the groundwork is being laid for what could become one of the Midwest’s most active sports betting markets.