BetMGM secures Missouri market access with Century deal

As Missouri prepares for the highly anticipated launch of legal sports betting in December, BetMGM takes the lead as one of the first operators to secure an access agreement in the state.

The countdown to Missouri’s legal sports betting market officially began when BetMGM announced it has successfully established market access through Century Casinos’ subsidiary, Century Casino & Hotel Cape Girardeau. This strategic partnership allows BetMGM to conduct online sports betting operations under Century’s license in Missouri, highlighting their commitment to tapping into the lucrative sports betting market. As part of this agreement, BetMGM will pay a share of net gaming revenue while Century will benefit from a guaranteed minimum payout and the introduction of retail sportsbook options.

This significant development comes on the heels of a pivotal moment for Missouri, where voters narrowly approved a ballot measure in November, making it the latest state to embrace sports betting. With a margin of several hundred votes, this decision reflects a growing trend across the U.S. as more jurisdictions move towards legalizing sports wagering, although 2025 has seen no new states joining the fold.

Strategic Partnership with the Kansas City Chiefs

The Missouri Gaming Commission (MGC) has confirmed that the state is set to go live with sports betting on December 1. BetMGM has already laid the groundwork for success by forming a partnership with the NFL’s Kansas City Chiefs in 2021. Following the betting launch, the Chiefs will host the Houston Texans on December 7, marking the first home game where in-game betting will be permitted inside the iconic Arrowhead Stadium, further enriching the fan experience and engagement.

Under Missouri’s regulatory framework, online sportsbook operators can gain market access through partnerships with retail casinos or professional sports teams. The MGC has indicated that it plans to issue two untethered licenses by August 15, while all other applicants must either apply independently or secure a partnership with a casino or sports team by September 12.

Initially known as Isle Casino Cape Girardeau, the Century Casino property opened its doors in 2012. The partnership with BetMGM is contingent upon both entities obtaining the necessary licenses and regulatory approvals from Missouri’s authorities.

“We are thrilled to collaborate with BetMGM, a premier name in online sports betting and gaming entertainment, recognized for its innovative approach and dynamic brand,” said Century Casinos co-CEOs Erwin Haitzmann and Peter Hoetzinger in a recent statement.

This partnership positions BetMGM not just as a key player in the burgeoning Missouri sports betting market but also as a leader in the overall U.S. gambling landscape. As states continue to adapt to the evolving landscape of legal sports wagering, BetMGM’s early moves set a precedent for operational excellence and strategic alignment with major sports franchises.