Missouri entered the legal sports betting market on Monday, marking a long-anticipated shift following years of stalled legislative efforts. The launch brought eight online operators and several in-person sportsbooks live across the state, arriving after a 2024 ballot measure edged forward with 50.05% support. Until now, many residents traveled to Kansas or Illinois to place wagers, creating a steady stream of cross-border betting that regulators tracked through geolocation data.
For operators, the rollout represents the first significant online debut since early 2024. Larger brands alongside smaller competitors moved quickly to establish a presence, confident the state can support meaningful growth. BetMGM chief revenue officer Matt Prevost described the moment as significant for the company, saying, “This is an important launch for BetMGM and the broader industry.” He noted that it marks the operator’s 30th launch and expands access “to serving an addressable market of 50% of the adult US population.”
Prevost added that thousands of BetMGM customers already traveled to nearby states to wager, underscoring the demand that preceded Monday’s opening.
Operators Position for Market Share
BetMGM activated its online platform in the morning and opened its retail book at the Century Casino & Hotel Cape Girardeau through a partnership with the Kansas City Chiefs. Other operators are making strategic adjustments, too. Several companies are developing prediction markets, which allow them to reach players even where sports betting remains illegal. Underdog withdrew from Missouri’s launch process to expand that product, despite already holding a licence.
Prevost referenced projections from Grand View Research showing compound annual growth of 10.9% to 12.2% for the US sports betting market through 2030. “We believe that this is a healthy, sustainable growth rate,” he added, suggesting prediction markets could support legislative movement in states still without regulated wagering.
Circa Sports entered as one of two operators granted untethered licences. The brand targets a different segment of bettors with high limits and “player-friendly pricing.” Circa founder Derek Stevens told regulators the company’s hold is about 3.5%, below the roughly 10% used by national competitors. The Missouri Gaming Commission determined this approach justified awarding Circa one of the two available untethered licences.
Circa’s Director of Operations Jeff Benson said the licence offers a cost-efficient entry point. “It allows us to offer a more competitive product to users,” he said, adding that the absence of tethering requirements removes the need for additional market access agreements.
DraftKings, FanDuel, Fanatics and Bet365 Make Their Moves
DraftKings, the other untethered operator, launched with a high-profile event at The Palladium in St. Louis featuring several Missouri sports figures. “DraftKings is built for passionate sports fans,” said chief revenue officer Greg Karamitis, highlighting the state’s strong professional sports presence.
Fanatics also leaned on sports talent, bringing former Kansas City Royals outfielder Alex Gordon to place the first wager at its Ameristar Kansas City sportsbook. FanDuel, unable to secure an untethered licence, enters through a partnership with St. Louis City FC and announced two $300,000 donations to local organizations.
Bet365 launched in partnership with the St. Louis Cardinals. Trip Stoddard, the company’s head of development, said, “We’re thrilled to bring our world-class mobile sports betting experience to Missouri,” calling the state’s fan base a strong fit for the operator’s product. Missouri becomes the brand’s 16th US market.
Caesars and Penn Entertainment also went live through their casino properties, with Penn transitioning from ESPN Bet to theScore Bet. Caesars hosted launch celebrations at Harrah’s Kansas City and Horseshoe St. Louis.
Prop Bet Rules Shape Market Debut
Missouri’s launch arrives amid national scrutiny of proposition bets. The state’s constitution bars prop wagers on games involving Missouri colleges, a measure introduced to protect athletes from incentives or threats tied to individual performance. The FOX Sports article detailed several recent national scandals involving bribery schemes and attempts to manipulate prop-related outcomes.
Jack Cardetti of the Sports Betting Alliance said the restriction “was a good middle ground that had worked in other states and that would uphold the integrity of the games here.” Critics expressed skepticism about its overall impact, pointing to bettors’ ability to wager on out-of-state games through the same mobile apps.
Regulators have limited staffing for enforcement, with three Missouri Gaming Commission employees dedicated to oversight and a fourth expected to be hired. The broader task of identifying suspicious wagering behavior will fall to operators, league partners and law enforcement.
Changing Betting Patterns and Regional Impact
The Beacon reported that more than 216,000 Missouri-based sportsbook accounts were identified by GeoComply before legalization. Between September and October 2024, more than 3,700 Missourians traveled to Kansas and more than 2,800 to Illinois to legally place bets. With in-state apps now available, analysts expect neighboring states to see some erosion in wagering volume.
Economist Adam Hoffer said states with higher taxes, such as Illinois, may see bettors shift to Missouri to avoid higher per-wager costs. He noted Missouri’s 10% tax rate sits close to the national median. The state expects to collect about $28 million annually, most of which will support public education and responsible gambling initiatives.
Residents like Brett Koenig, previously traveling to Illinois to place bets, view the launch as long overdue. “It’s something I’ve been looking forward to for a long time,” he said. “I’m ecstatic to have the opportunity to do it, and to not have to drive 45 minutes across the river.”
Source:
Missouri sports betting launches as long road to legalisation ends, igamingbusiness.com, December 1 2025.
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