Obstacles to Overcome on the Upcoming Route
Missouri prepares to debut legal sports betting on December 1, with BetMGM securing one of the first operator licenses in the state. On Tuesday, the company announced a partnership with Century Casino & Hotel Cape Girardeau, enabling online sports wagering under the casino's license.
This agreement signifies a significant step in Missouri's rollout of legalized sports betting, establishing BetMGM, a leading sportsbook brand in the U.S., as a front-runner for capturing early market share, given the state's passionate sports enthusiasts, particularly for professional football.
Under the terms of the deal, BetMGM will manage online operations, while Century Casinos will receive a share of net gaming revenue, a guaranteed minimum payment, and the option to operate a retail sportsbook on-site. The agreement hinges on both companies receiving final approval from the Missouri Gaming Commission (MGC), which regulates the state's gambling industry.
Missouri's Entrance into a National Field
Missouri's entry into the sports betting market is noteworthy, as no new states have introduced betting in the first half of 2025. The state's regulatory framework and market entry attract attention, as operators and regulators observe how Missouri balances access, regulation, and competition.
State regulations dictate that online sportsbook operators must partner with Missouri's casinos or professional sports franchises to enter the market. The MGC will issue two untethered licenses by August 15, letting operators participate without such partnerships. All remaining applications must finalize arrangements by September 12.
Strategic Alliance with Kansas City Chiefs
BetMGM's position in Missouri may strengthen with its existing partnership with the Kansas City Chiefs. The operator signed a multi-year deal with the NFL franchise in 2021, potentially allowing in-stadium wagering at Arrowhead Stadium, during the team's first home game after the sports betting market opens on December 7 against the Houston Texans.
The strategic partnership between BetMGM and Century Casinos demonstrates a growing trend among casino operators aligning with national sportsbook brands to compete in the digital market. According to Century Casinos co-CEOs Erwin Haitzmann and Peter Hoetzinger, "We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand."
As operators and Missouri finalize their legal and technological frameworks, companies like BetMGM are not only seeking entry in the market but positioning themselves as leading contenders. With Missouri's population, central location, and strong sports culture, the state has the potential to become a significant player in the national sports betting landscape. However, competition is expected to intensify quickly, as major brands like FanDuel, DraftKings, Caesars, and ESPN Bet are likely to pursue market access before the September deadline.
The success of BetMGM's Missouri operations may depend on their ability to convert existing brand recognition into user engagement in a market where brand loyalty remains undefined. As the December launch approaches, Missouri's approach will be closely watched by other states and industry analysts, with regulatory timelines in place and major players entering the scene, laying the groundwork for what could be one of the Midwest's most active sports betting markets.
The strategic partnership between BetMGM and Century Casinos in Missouri marks a significant step in the online casino landscape, potentially extending to poker and sports-betting platforms, given the state's passionate sports culture. As Missouri prepares to debut legal sports betting, BetMGM positions itself as a front-runner to capture early market shares, competing against major national brands like FanDuel, DraftKings, Caesars, and ESPN Bet in this emerging market.
