Missouri is on track to launch legalized sports betting on December 1, as nine operators have applied for mobile licenses with the Missouri Gaming Commission. Two of those operators, DraftKings and Circa, have already secured un-tethered licenses, allowing them to offer mobile sports betting statewide without affiliation to a casino or sports team. The other seven applicants, including FanDuel, Caesars, bet365, ESPN Bet, BetMGM, Fanatics, and Underdog, are undergoing regulatory review.
Under Missouri’s rules, some operators must form market access partnerships to qualify. FanDuel has partnered with Major League Soccer’s St. Louis CITY SC; BetMGM aligned with Century Casinos; bet365 partnered with the St. Louis Cardinals. Caesars and ESPN Bet are using their connections with Missouri-based casinos to satisfy local access requirements. Fanatics is entering through Boyd Gaming and plans to operate retail sportsbooks at its Ameristar properties in the Kansas City and St. Louis areas. Underdog, currently known for fantasy sports, has not disclosed its market access partner.
Online platforms are expected to handle the bulk of sports betting activity in Missouri. Retail sportsbooks will also be available at casinos, but mobile will likely dominate in terms of wager volume. Applications needed to be postmarked by September 12 to meet the deadline. Those that missed the deadline may be delayed beyond the December 1 launch in going live. Operators such as FanDuel and DraftKings are major players nationally, together accounting for about two-thirds of U.S. sports betting market share. Other entrants like Caesars, BetMGM, ESPN Bet, and Fanatics plan large marketing campaigns ahead of the launch. Circa intends to pursue a more niche strategy, focusing on high-stakes bettors rather than mass-market promotions.
The Missouri ballot measure that legalized sports betting allowed for more operators to enter in the future, though it remains to be seen how many additional companies will apply. Some operators that could potentially enter via existing casino access, such as Bally Bet, have not confirmed plans. Hard Rock and BetRivers, active in nearby Illinois, did not submit applications before the deadline. Missouri sports betting is anticipated to bring access to sportsbooks that already handle over 90 percent of legal sports betting volume in the United States, opening a new market for them and changing the landscape for bettors in the state.
