How Will Missouri’s Sport Betting Launch Affect the State

After years of legislative gridlock, Missouri is set to launch legal sports betting on December 1, 2025. The long-awaited rollout marks a milestone for advocates who have pushed for legalization, but the timing raises concerns among analysts and industry observers. By launching three months into the NFL season—widely considered the most lucrative period for sportsbooks—the state stands to miss out on millions in potential tax revenue.

Late Launch Could Cost Missouri $17.2 Million in Tax Revenue

Missouri’s sports betting market will be taxed at a flat rate of 10% on operator revenue, placing it in line with national averages and making it competitive within the industry. But the delayed rollout will likely come at a cost.

To estimate the financial impact, analysts compared revenue data from five states with similar populations—Arizona, Massachusetts, Indiana, Maryland, and Colorado—during the first three months of the 2024 NFL season (September to November). These states reported a combined $933.2 million in sports betting revenue over the three-month period, averaging $27.56 in revenue per capita.

Applying that figure to Missouri’s estimated 2024 population of 6.2 million, the state could have seen approximately $172 million in gross sportsbook revenue had it launched on September 1. With a 10% tax rate, that translates to an estimated $17.2 million in lost tax revenue.

The NFL season consistently drives the highest betting activity across the United States. Industry data shows that September through November not only includes the heart of the football schedule but also overlaps with other major sports seasons, including MLB playoffs, the start of the NBA and NHL seasons, and early NCAA basketball matchups. This convergence creates a spike in wagering volume unmatched at other times of the year.

“The NFL window is a golden quarter for sportsbooks,” said a gaming industry consultant familiar with regional markets. “Missing that window—especially in your launch year—can delay momentum and reduce early revenue traction.”

Market Prepares for December Entry

Despite the timing setback, Missouri’s market is actively taking shape. The state is accepting license applications for both tethered and untethered sports betting operators. Tethered licenses require partnerships with Missouri-based casinos or professional sports teams, while untethered licenses offer more flexibility.

Earlier this month, BetMGM announced a partnership with Century Casino & Hotel Cape Girardeau, allowing it to offer online and mobile betting services in Missouri pending regulatory approval. Separately, bet365 has inked a marketing agreement with the St. Louis Cardinals, signaling its intent to enter the market. Industry watchers expect a flurry of additional partnerships and licensing activity in the lead-up to the December launch.

Missouri’s path to legalization was long and contentious. Multiple bills failed in previous sessions, often due to disagreements over regulation, tax rates, and licensing structures. The final bill passed in early 2025 with bipartisan support, reflecting growing public and political appetite for regulated sports wagering. While the December 1 launch marks a breakthrough, the delayed timing has tempered some of the early optimism.

 

Missouri is joining the game late,” said a state budget analyst. “It’s a win for legalization, but from a fiscal standpoint, the delay has real consequences.

Outlook

Missouri’s entry into legal sports betting will expand consumer access and bring in new revenue, but its late start may hinder the initial performance. Analysts believe the state can still build a sustainable and profitable market in the long term, especially with competitive tax rates and growing operator interest.

Still, the lost revenue from missing the NFL’s most active betting period underscores the financial impact of legislative delays—and serves as a cautionary example for other states considering similar policies.