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BetMGM has locked in a partnership with Century Casinos, clearing the path for its sportsbook to launch in Missouri. As the state prepares to open its regulated market later this year, BetMGM now joins the race with access secured through one of Missouri’s licensed casino operators.
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Century Casinos, based in Colorado, will now serve as BetMGM’s route into Missouri’s regulated mobile wagering space. This agreement enables BetMGM to operate under Missouri’s 2024 authorization model, which requires most online sportsbooks to link up with a local casino or professional sports team to obtain a license.
Under the deal, Century Casinos will receive a share of BetMGM’s net gaming revenue from its Missouri operations. The exact percentage remains undisclosed, but the structure aligns with similar deals across the country.
Earlier in the year, BetMGM had teased plans to launch in Missouri and initially maintained a high-profile partnership with the NFL’s Kansas City Chiefs. That arrangement included stadium advertising at Arrowhead and discussions about a possible retail sportsbook inside or near the venue.
Instead, the new setup opens the door for physical sportsbooks at Century’s casino locations in Cape Girardeau and Caruthersville. Whether or not they go forward with retail locations will be up to Century, according to the announcement.
Missouri’s law also allows for two “untethered” licenses, which do not require partnerships or revenue sharing. FanDuel and DraftKings—both major contributors to the state’s sports betting ballot initiative—are widely expected to be awarded those licenses, although the state gaming commission has not confirmed final decisions. Winners of those licenses will be revealed during the summer.
The focus, however, remains on mobile betting. Missouri, like many other states, expects more than 90% of all bets to be placed via mobile platforms. BetMGM already sees nearly 95% of its handle coming through mobile devices at its other U.S. locations.