Missouri has taken a decisive step toward its long-awaited sports betting debut, with the Missouri Gaming Commission (MGC) issuing nine temporary licenses to sportsbook operators. The move sets the stage for both online and retail wagering to go live on December 1, 2025.
The licenses, issued Wednesday evening, were granted to Bet365, BetMGM, Caesars, ESPN Bet, FanDuel, Fanatics, and Underdog, joining DraftKings and Circa, which had already received untethered licenses earlier this year. The MGC also approved supplier licenses for companies including Genius Sports Media, GeoComply, Gaming Laboratories International, and Kambi.
Operators will be allowed to begin user sign-ups and deposits starting November 17, giving them a two-week head start before the official launch.
Partnerships and Market Access Deals
Missouri law requires most operators to secure market access through a casino or professional sports team, with only two untethered licenses available. DraftKings and Circa captured those spots, while others forged key local partnerships to enter the market.
FanDuel teamed up with St. Louis City FC, while Bet365 aligned with the St. Louis Cardinals, one of the driving forces behind last year’s successful sports betting ballot initiative. BetMGM partnered with Century Casinos, Fanatics joined forces with Boyd Gaming, and Underdog secured a deal with the Kansas City Royals and a separate marketing partnership with the St. Louis Blues.
Both Caesars and Penn Entertainment—operator of ESPN Bet—applied for licenses through their Missouri-based casinos, ensuring in-person sportsbook locations will accompany their online offerings.
In total, eight casino venues also received licenses, paving the way for physical sportsbooks at properties including:
- Ameristar Casino Kansas City (Fanatics)
- Ameristar Casino St. Charles (Fanatics)
- Century Casino Cape Girardeau (BetMGM)
- Harrah’s Kansas City and Horseshoe St. Louis (Caesars)
- Argosy Riverside Casino, Hollywood Casino St. Louis, and River City Casino (ESPN Bet)
From Ballot Box to Betting Market
Missouri’s path to legalized sports betting has been a lengthy one. After years of failed legislative efforts, the state’s professional sports teams spearheaded a citizen-led ballot initiative, which passed in November 2024 with just over 50% voter approval.
Following the vote, the MGC began developing a regulatory framework, though the initial rollout faced delays after Secretary of State Denny Hoskins rejected proposed emergency rules. The official application window opened in May, and by the September deadline, the MGC had received over 1,100 submissions from operators, suppliers, and key personnel.
The surge of interest highlights Missouri’s potential to become one of the Midwest’s most active sports betting markets.
Regulatory and Advertising Momentum
Missouri’s gaming expansion has also gained momentum in the digital space. Google recently approved sports betting advertisements from certified, state-licensed operators in Missouri, effective August 15, 2025. The change allows licensed sportsbooks to promote their platforms through Google Ads, aligning Missouri with states like Florida and Delaware, where similar policies are already in place.
With licensing, partnerships, and marketing rules now finalized, Missouri’s sports betting industry is poised for a smooth start on December 1—ushering in a new era for both online and retail wagering across the state.
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Source:
“Missouri regulator issues temporary sports betting licences”, igamingbusiness.com, October 23, 2025
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