BetMGM is set to enter the Missouri market through a partnership with Century Casino & Hotel Cape Girardeau.
Under the terms of the agreement, BetMGM will operate an online and mobile sports betting application under Century’s license in the Midwest state. By law, the Missouri Gaming Commission must launch the state’s new legal wagering market by December 1, 2025.
The agreement includes a percentage of net gaming revenue payable to Century, with a guaranteed minimum, as well as retail sportsbook options to be exercised at Century’s discretion.
The deal was signed between BetMGM and Colorado-headquartered Century Casinos, Inc. BetMGM is already a partner in Missouri of the NFL’s Kansas City Chiefs.
Erwin Haitzmann and Peter Hoetzinger, co-chief executive officers of Nasdaq-listed Century, said: “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 premium entertainment experiences for our customers.”
The agreement is contingent on obtaining all necessary gaming licenses and regulatory approvals.
Missouri Licensing Rules Still to be Confirmed
Legal sports betting was approved by Missouri voters in a referendum last November. Betting was expected to commence in June 2025, but this has been delayed as licensing rules have yet to be confirmed.
The new law sets the tax rate at 10%, but licensing fees are not set. The proposal that was voted on includes the language “not to exceed” around licensing fees. The highest fee the state could charge for a retail license is $250,000 and the highest for a digital license is $500,000.
The application period for all Sports Wagering Licenses in Missouri began on May 15, 2025. Licensing rules are scheduled to become effective from August 30.
Under plans published last year, there will be up to 21 digital sports betting licenses available in Missouri. They will be available to the six professional sports teams and 13 casinos in the state, in addition to there being two stand-alone licenses.
Every casino company either already has its own sportsbook brand or has a relationship with a wagering company. Of the six professional sports teams, the Kansas City Chiefs, Kansas City Royals and St. Louis Cardinals have at least some sort of business relationship with a sportsbook.
