BetMGM will have Missouri online sports betting access via a deal with Century Casinos, the two groups announced Tuesday.
Key Takeaways
- BetMGM will launch in Missouri via a deal with Century Casinos, including possible retail sportsbooks at two casino sites.
- Missouri sports betting starts Dec. 1; mobile betting is expected to make up over 90% of all wagers placed in the state.
- About a dozen sportsbooks are expected; FanDuel, DraftKings, and others are vying for market access.
BetMGM, the nation’s No. 3 online gaming platform by marketing share, and Colorado-based Century Casinos have a deal that allows the online platform to launch in Missouri. The sportsbook had announced earlier this year that it planned to launch in the Show Me State.
Missouri’s legal online sportsbooks are expected to take their first bets Dec. 1.
Partnership details
Missouri’s 2024 sports betting authorization allowed most mobile sportsbooks the ability to earn a license by partnering with one of the state’s brick-and-mortar casinos or its major professional sports teams. There was also the option for two “untethered” licenses that required no such partnership.
U.S. market share leaders FanDuel and DraftKings, which combined contributed nearly $30 million to the ballot measure, are favored to win the two untethered licenses though state regulators have said the decision is not predetermined. The two recipients will be announced this summer.
The untethered license does not require a fee or revenue split like a deal with a casino or sports team. Century Casinos will receive an undisclosed percentage of BetMGM’s Missouri net gaming revenues as part of the partnership, per the partnership announcement press release.
BetMGM has secured Missouri online sports betting market access via a partnership with Century Casinos, the groups announced earlier today; deal also includes ability to open BetMGM retail books at Century's two Missouri properties; launch set for Dec. 1
— Ryan Butler (@ButlerBets) May 27, 2025
BetMGM also had a partnership with the NFL’s Kansas City Chiefs that included advertising in the team’s Arrowhead Stadium. The Chiefs are also permitted to open a retail sportsbook within or adjacent to its home venue. The Chiefs and MLB’s Kansas City Royals are working with elected officials in Missouri and Kansas on renovating their respective stadiums, which share a parking lot, or building new venues in either state.
Instead of a deal with the Chiefs and a potential Arrowhead Stadium sportsbook, BetMGM now has the potential to open two retail sportsbooks at Century Casino properties in Cape Girardeau and Caruthersville. Potential retail books will be opened at “Century’s discretion,” per the release.
Mobile wagering is expected to make up more than 90% of the state’s total bets placed. MGM has seen its share of mobile betting at its properties nationwide increase to nearly 95% in 2024.
Missouri sports betting market takes shape
BetMGM’s deal is the latest of what is expected to be roughly a dozen partnerships for mobile sportsbooks in Missouri.
MLB’s St. Louis Cardinals and bet365 announced a deal earlier this year. The Cardinals organization, which also championed the Missouri sports betting ballot measure, is expected to open a bet365-branded sportsbook in the Ballpark Village of Downtown St. Louis near the team’s Busch Stadium.
With in-person sports betting’s decline in the wake of greater mobile betting, its unclear if any of the other Missouri pro sports teams will exercise the right to open a stadium retail sportsbook.
Each of the state’s 13 casinos can open retail sportsbooks on property. Three of the casino operators – Caesars, PENN Entertainment, and Bally’s – already have market access for the respective online sportsbooks and will likely launch in the state.
Along with FanDuel and DraftKings, other major national brands that could seek market access through one of the remaining casinos or sports teams include BetRivers, Fanatics, Underdog, and Hard Rock.
