BetMGM Eyes Expansion into Missouri With New Partnership

BetMGM has set its sights on the Show-Me State.

The Las Vegas gambling giant has announced a new partnership with Century Casinos in Missouri. The deal will allow the operators to apply for an online sports betting license ahead of the market’s December 1 launch. They are the second sportsbook to gain access to the market, joining bet365, which partnered with the St. Louis Cardinals in March.

The Missouri Gaming Commission will be accepting applications for operator licenses until the end of August.

Century Casinos Celebrates Deal

Century Casinos secured a significant victory in its partnership with BetMGM. 

Missouri sports betting laws allow for casinos and pro sports franchises to partner with online sportsbooks. This allows for up to 21 potential licenses, but it’s unlikely all of them will be filled. That makes competition for these partnerships fierce, especially for industry-leaders like BetMGM.

“We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand,” said Century Casinos Co-Chief Executive Officers Erwin Haitzmann and Peter Hoetzinger in a press release.

Who Will Land FanDuel and DraftKings?

While Century Casinos landed a significant win with its BetMGM partnership, all eyes will be on FanDuel and DraftKings. These two industry leaders collectively own over 80% of the US market share, generating significantly more revenue than the rest of the industry. As a result, their partners often see millions more in revenue compared to their rivals.

The Kansas City Chiefs seem like a top contender to land a partnership with FanDuel or DraftKings. The immensely successful franchise boasts a massive fan base and a high national profile, providing sportsbooks with a substantial audience to target. However, the team has also been rumored to be considering a move to Kansas, which could lead sportsbook operators to seek out a more stable partner in Missouri.

Illinois Tax Could Benefit Missouri

Missouri’s sports betting launch comes at a perfect time. Neighboring Illinois recently passed a new per-bet tax for online sportsbooks. This has led to a massive rebuke from operators, and has some worried that the market may shrink due to the fallout from watered-down odds and fewer bonuses. 

If the Illinois market falters, it will send bettors across state lines in search of a more valuable betting experience. On top of the influx of bettors, the market could also benefit from additional investment from operators who are looking to scale back in the Land of Lincoln. 

While a lot can happen between now and December 1, it appears Missouri may have a chance to take over as the region’s top sports betting destination.