BetMGM Partners with Century Casinos to Join Missouri Sports Betting Market

by Lisa Spencer, June 02, 2025

While Missouri is still preparing to launch sports betting, BetMGM has already secured its spot in the market. It’s partnering with Century Casinos to operate retail and online sportsbooks within the state. Read on to learn more about the agreement and the future of sports betting in Missouri.

BetMGM Teams Up With Century Casinos

According to Missouri’s new legislation, online sportsbook operators can enter the market by partnering with a pro sports team or a retail casino. BetMGM established an agreement with Century Casino & Hotel Cape Girardeau, allowing it to be an online sportsbook in the state. BetMGM will give Century Casinos a percentage of net gaming revenue with a guaranteed minimum in exchange.

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

-Erwin Haitzmann and Peter Hoetzinger, Century Casinos Co-CEOs

BetMGM will also be able to open two retail sportsbooks at Century Casinos locations in Girardeu and Caruthersville. While they are still waiting for the legislation to come into effect on August 30th and to receive the necessary approval, Century Casinos is hopeful this will be a fruitful partnership.

Century Casinos’ Future Plans

Century Casinos is eager for this partnership because of its recent revenue drop. Its Canadian properties have seen a 4% year-on-year drop in operating revenue, leading to a significant drop in the company’s stocks. They plan to divest their properties in Canada and Poland while focusing on their US market.

“Management owns close to 15% of the company, so our interests are aligned. Being a public company, anything is possible in terms of the future.”

-Peter Hoetzinger, Co-CEO of Century Casinos

For now, the company is focusing on Alberta and Missouri. Both markets have introduced legislation to allow online gambling, although Alberta’s bill is still being examined. Century Casinos will work with another operator to establish their online gaming presence. However, there’s still time until the laws are confirmed, so the company’s future is unclear.

Minnesota’s Legislation

While companies are already preparing to enter the market, Missouri is still preparing for the official launch. Voters approved sports betting in November 2024, and there were plans to launch sports betting on June 30th. However, the state legislature needed more time to work out the rules, such as tax revenue or consumer protection.

“August 30th is the date for the licensing rules to become effective; but after that, there is still a process for review and background of applicants before licenses can be issued and sports wagering can go live.”

-Missouri Gaming Commission spokesperson

That’s why the launch will be delayed until December 1st, and licensing rules will take effect on August 30th. According to these rules, all operators must partner with a retail casino or professional sports team in the state by September 12th to gain a license. Meanwhile, the MGC will also award two untethered permits by August 15th, so the operators won’t have to seek partnerships.

Sportsbook Operators Looking to Enter

The MGC will be able to issue 19 retail and 14 online licenses, which is why many operators are competing for a spot. One of these companies is bet365, which partnered with the St. Louis Cardinals in March. It will advertise through the Cardinals media channels, like their website, and even get naming rights to one of the seating decks on Busch Stadium.

“This partnership adds a new and exciting element to the fan experience which can be activated at Busch Stadium or any place that fans watch and follow Cardinals baseball.”

-Bill DeWitt III, President of the St. Louis Cardinals

A few other sportsbooks have a head start, such as Caesars Entertainment, which owns three land-based casinos in Missouri and can apply for a license. Meanwhile, DraftKings has partnered with Kansas City Chiefs, taking over from BetMGM. All retail casinos can have two skins, so Century Casino can also sign on a second partner.

Conclusion

Missouri will launch sports betting on December 1st, so many operators have begun preparations. BetMGM is one of them and has already secured access to the market by partnering with Century Casinos. Meanwhile, Century Casinos hopes this will fix the drop in stock prices. We will keep you updated on any future news about Missouri sports betting.