Missouri launches statewide sports betting after years of debate

Missouri launched legal sports betting on Monday, opening both mobile and retail wagering statewide after years of political deadlock and a narrow voter-approved amendment that cleared the way last year. The state becomes the 39th in the United States to offer regulated sports gambling.

Sportsbooks went live at 12:01 a.m. CT, allowing anyone aged 21 or older and physically located within Missouri to place bets on licensed apps or at newly approved in-person venues. The Missouri Gaming Commission, which spent the past year finalising rules and issuing operator licences, said consumer protections including identity checks, geolocation monitoring and secure payment processes would be enforced from day one.

Six national operators - DraftKings, BetMGM, FanDuel, Fanatics, Caesars and bet365 - launched simultaneously, creating one of the most competitive opening-day markets among recent state rollouts. The companies are collectively offering an estimated $5,515 in promotional credits to attract early sign-ups.

Eight operators in total have approval for mobile wagering, including Circa Sports and The Score Bet. Missouri’s launch mirrors other major markets that debuted with strong multi-operator support, including New York, Ohio and Maryland, one industry analyst said. 

DraftKings opened with up to $1,200 in bonus value, while BetMGM rolled out as much as $1,500 in first-bet insurance. FanDuel is offering a “Bet $5, Get $300” package, bet365 a “Bet $10, Get $365” promotion, Fanatics up to $2,000 in FanCash rewards, and Caesars a “Bet $5, Get $150” deal tied to its Caesars Rewards programme.

Retail sportsbooks also opened at casinos and professional venues across the St. Louis region, including Caesars Sportsbook at Horseshoe St. Louis, Fanatics Sportsbook at Ameristar St. Charles, and facilities at Hollywood Casino and River City Casino. Casinos added staff for the launch, with Horseshoe hiring at least a dozen employees.

“That’s part of the launch, showing you how the app works, showing you how the kiosks work,” said Glenn Keenan, senior vice president and general manager at Horseshoe St. Louis. “Our team members are trained and very knowledgeable.”

Missouri’s professional sports teams, which together contributed $2 million to the $43 million campaign supporting legalisation, are permitted to operate their own sportsbooks and control advertising within 400 yards of their venues. Partnerships include bet365 with the St. Louis Cardinals, DraftKings with the St. Louis Blues, FanDuel with St. Louis CITY SC, and BetMGM with the Kansas City Chiefs.

“Joining the 38 other states that already allow sports betting will allow us to further engage with our fans, while keeping tens of millions in Missouri for the benefit of our classrooms and communities,” Cardinals President Bill DeWitt III said after last year’s vote.

Missourians can now place legal wagers on professional sports, team-based collegiate markets, and approved international events. Live betting, same-game parlays and multi-leg bet builders are available across all major platforms. The law prohibits wagering on individual performances of Missouri-based college athletes and bans bets on youth or high-school sports.

Sportsbooks will pay a 10% tax on adjusted gross revenue, below last year’s national average of 19%. Proceeds will go to education programmes, with at least $5 million annually earmarked for the state’s compulsive gambling fund.

Regulators said operators must maintain age-verification systems, secure payments and self-exclusion tools, and report suspicious betting to authorities. The state has also expanded support for problem gambling, including a 24/7 Bets Off hotline and free outpatient treatment through the Department of Mental Health.

The launch comes amid heightened demand with the Kansas City Chiefs in the playoff race, the St. Louis Blues in mid-season play and college basketball ramping up. Officials and operators expect strong traffic from residents who previously crossed into Illinois or Kansas to place legal bets.