Missouri's legal sports betting is set to officially launch statewide on December 1. Analysts predict fierce competition in the online sports betting market of the 19th most populous U.S. state, with national brands and local team partnerships dominating. The state's first-year betting handle is projected to reach $3.5–4 billion.
The launch coincides with the busiest sports season, prompting major operators to roll out unprecedented promotions to gain an early foothold. Sports betting was legalized in November 2024 through Amendment 2, allowing online and retail wagering under the Missouri Gaming Commission's oversight. The framework permits up to 14 online licenses, plus additional retail licenses tied to casinos and eligible professional teams.
FanDuel and DraftKings (DKNG.US) are expected to lead early betting volumes, while BetMGM, Caesars Entertainment, bet365, and Fanatics will secure significant secondary shares through national scale and local partnerships. DraftKings holds one of Missouri's two untethered mobile licenses, enabling statewide operations without mandatory casino or team affiliations. Like in other states, DraftKings will likely focus on same-game parlays, live betting, and deep NFL/NBA markets.
Surprisingly, Circa Sports secured the second untethered license, known for sharper odds, higher limits, and price-sensitive customers. FanDuel (FLUT.US), owned by Flutter Entertainment, gained market access via a deal with MLS club St. Louis CITY SC. Most analysts expect FanDuel to capture Missouri's largest market share, leveraging its national leadership and same-game parlay expertise.
BetMGM received a provisional license and plans statewide online operations supported by its market access agreement with Century Casinos (CNTY.US). Caesars Sportsbook (CZR.US) will operate from day one through existing Missouri casino properties, emphasizing rewards programs for cross-selling between digital and retail channels—particularly effective in St. Louis and Kansas City.
UK-based bet365 partnered with the St. Louis Cardinals, while Fanatics Betting secured its online license through Boyd Gaming's (BYD.US) Ameristar properties in Kansas City and St. Charles. Fanatics may integrate merchandise, membership perks, and betting—such as jersey points for wagering milestones.
PENN Entertainment (PENN.US) will enter Missouri under its theScore Bet brand. Underdog Sports, backed by investors like Mark Cuban and Kevin Durant, stands out for its tech-driven user experience.