Missouri Launches Sports Betting After Narrow Ballot Win

Missouri sports betting is now live statewide, with eight online sportsbooks and several in-person venues launching Monday. The rollout follows a razor-thin ballot victory in 2024 that broke years of legislative stalemate and cleared the way for legal wagering. The launch marks the first major U.S. online betting debut since March 2024. Industry leaders say Missouri’s size, sports culture and location make it a high-value addition to the national market.

 

• Eight Online Sportsbooks Launch: Missouri officially opens statewide sports betting with major operators like BetMGM, DraftKings, FanDuel, Circa, and Bet365 going live both online and in-person.

• Revenue and Regulation: The state applies a 10% tax on sports betting revenue, with most proceeds funding public education and a portion dedicated to responsible gambling programs.

• Market Opportunity and Growth: Industry analysts project 10.9%–12.2% annual growth for U.S. sports betting, with Missouri seen as a key expansion market due to its passionate sports fan base and professional teams.

 

Major Operators Enter a New Market

BetMGM, DraftKings, FanDuel, Fanatics, Bet365, Circa and others went live Monday. Operators see Missouri as a chance to reach new customers and broaden their national footprint. BetMGM Chief Revenue Officer Matt Prevost said the company’s expansion into Missouri represents its 30th U.S. launch since 2018. “We have thousands of existing customers in the state,” Prevost said. “Many travelled to Kansas, Illinois or Kentucky to use BetMGM before this launch.” BetMGM opened an in-person sportsbook at the Century Casino & Hotel Cape Girardeau and enters the market with the support of the Kansas City Chiefs.

Some rival companies are pursuing prediction markets, which allow engagement in states where sports betting is still illegal. Underdog, one of the brands developing prediction markets, withdrew from the Missouri launch despite having secured a licence. Prevost said the prediction-market approach could fuel broader adoption of regulated betting nationwide, pointing to projections from Grand View Research that show annual U.S. sports betting growth between 10.9% and 12.2%, reaching more than $33 billion by 2030.

 

Circa Expands With a Rare Untethered Licence

Circa Sports, known for high betting limits and lower operator hold, also entered Missouri. Circa received one of the state’s two untethered licences, which allow market entry without a partnership with a casino or sports team. DraftKings won the other. Circa’s hold rate is about 3.5%, far below the roughly 10% typical among large operators. This model draws sharp bettors but yields lower margins. Still, regulators said Circa’s distinct strategy justified granting the licence. Circa Director of Operations Jeff Benson said the untethered licence saves the company from costly market-access deals. “It allows us to offer a more competitive product to users,” Benson said. He added that the company has refined its launch strategy with each rollout outside Nevada. DraftKings celebrated with a launch event in St. Louis featuring former Missouri sports stars Isaac Bruce, Tony Gonzalez and Brett Hull. Missouri House Speaker Jon Patterson also attended.

“Missouri is an exciting jurisdiction for us,” DraftKings Chief Revenue Officer Greg Karamitis said. The company highlighted the overlap of the launch with active NFL, NBA, NHL and college sports seasons. Fanatics enlisted former Kansas City Royals outfielder Alex Gordon to place its first in-person bet. FanDuel enters Missouri through a partnership with St. Louis City SC and announced $300,000 donations to two Missouri nonprofit organizations.

Bet365 launched in partnership with the St. Louis Cardinals, who were instrumental in the ballot initiative that legalized betting. Cardinals President Bill DeWitt III helped lead the 2024 campaign. Trip Stoddard, Bet365’s head of development, said Missouri’s passionate fan base made it a natural fit. Missouri is the 16th U.S. state for the global operator.

Caesars and Penn Entertainment, which operate land-based casinos in the state, launched both online and in-person sportsbooks. Penn has rebranded its U.S. product from ESPN Bet to theScore Bet, with existing customers migrated automatically. Caesars opened new retail books at Harrah’s Kansas City and Horseshoe St. Louis, with appearances from former Chiefs and Rams players.

 

We have thousands of existing customers in the state, as they have travelled to the border states of Kansas, Illinois and Kentucky to engage with BetMGM.

 

Long Road to Legalization

Missouri lawmakers attempted for five years to pass sports betting legislation, but repeated filibusters blocked progress. Senator Denny Hoskins, a leading opponent, demanded that video lottery terminals be included in any bill.

Professional sports teams, backed by major operators like FanDuel and DraftKings, bypassed the legislature with a ballot initiative. The campaign survived court challenges and passed by a margin of 50.05%—one of the closest wins for any gambling measure in the country. Hoskins was later elected secretary of state and denied emergency rules that could have accelerated the launch to summer 2025. Regulators then set Monday as the statewide start date.

Missouri will tax sports betting revenue at 10%, lower than many states. Most revenue will support public education, while a portion is earmarked for responsible gambling programs. The launch places Missouri among a growing group of Midwest states with legal sports betting. Operators hope the state’s mix of professional teams and active bettors will deliver strong early results and long-term growth.