Missouri nears sports betting launch as nine operators apply for mobile licenses ahead of December 1 go-live date

Nine sportsbook operators have submitted applications to the Missouri Gaming Commission (MGC) ahead of the state’s key deadline, positioning themselves to launch mobile sports betting operations on December 1. Among them are several of the largest players in the U.S. market, as well as emerging competitors looking to enter the state’s newly legalized betting space.

Of the nine, DraftKings and Circa have already been granted untethered licenses, which allow them to operate in Missouri without the need for a partnership with a casino or professional sports team. The remaining seven applicants, including national heavyweights such as FanDuel, Caesars, and bet365, are now undergoing regulatory review. The MGC anticipates issuing temporary licenses by next month.

Applications had to be postmarked by September 12 to meet the deadline. While additional applications may still arrive by mail, sportsbooks that applied after Friday’s cutoff may have to wait beyond the December 1 launch date to begin operations.

Online betting is expected to dominate Missouri’s sports wagering activity. While several applicants have also signaled plans to open retail sportsbooks at casino locations across the state, mobile platforms are projected to drive the majority of the handle.

FanDuel, which missed out on one of the two untethered licenses, applied for a tethered mobile license through a partnership with Major League Soccer’s St. Louis CITY SC. BetMGM aligned with Century Casinos, and bet365 partnered with the St. Louis Cardinals to meet the state’s market access requirements. Caesars and ESPN BET secured entry via their parent companies’ ownership of Missouri-based casinos, with plans for retail sportsbooks in the St. Louis and Kansas City areas.

Fanatics will enter the market through a partnership with Boyd Gaming, preparing to launch mobile operations and operate retail books at Boyd’s Ameristar properties in both major metro regions. Underdog, known for its fantasy sports offerings, also applied but had not disclosed its market access partner as of the deadline.

The list of operators that applied by the deadline and could go live on December 1 includes: bet365, BetMGM, Circa, Caesars, DraftKings, ESPN BET, Fanatics, FanDuel, and Underdog. Only DraftKings and Circa have been officially licensed so far.

The state’s ballot measure, narrowly passed last year, leaves room for more operators to apply, though it remains uncertain whether others will do so. Bally Bet has access through Bally’s Kansas City casino but has not confirmed plans for a Missouri launch. Hard Rock and BetRivers, both active in neighboring Illinois, also did not submit applications ahead of the deadline and would need to secure local market access partnerships to enter.

Missouri bettors are expected to gain access to sportsbooks that currently handle over 90% of the legal sports betting volume in the United States. FanDuel and DraftKings alone account for approximately two-thirds of the national market share and have indicated similar expectations for Missouri. Both companies presented to state regulators as part of the licensing process.

Fanatics, BetMGM, Caesars, and ESPN BET, each operating in more than 15 states, plan significant marketing and promotional efforts leading up to Missouri’s mobile launch. Circa, which earned one of the two untethered licenses, has adopted a contrasting strategy. Known for accommodating high-stakes bettors and eschewing aggressive marketing, Circa targets a different demographic from the mass-market giants. 

Meanwhile, Underdog is taking its first steps beyond fantasy gaming. Currently live only in North Carolina with its sportsbook, the company has grown its brand through free-to-play and peer-to-peer contests, including in jurisdictions without legalized real-money wagering.