Nine sportsbook companies have filed applications with the Missouri Gaming Commission (MGC) as the state approaches a crucial deadline, gearing up for mobile sports betting launches set for December 1. This includes several major players in the U.S. sports betting market, along with newer entrants eager to partake in the state’s newly legalized sports wagering market.
Of these applicants, DraftKings and Circa have been awarded untethered licenses, enabling them to operate in Missouri independently, without needing to partner with a casino or sports team. The other seven applicants, featuring national giants like FanDuel, Caesars, and bet365, are currently under regulatory scrutiny. The MGC is expected to issue temporary licenses by next month.
To comply with the deadline, applications needed to be postmarked by September 12. Although more applications may still arrive via mail, sportsbooks that missed the cutoff may have to delay operations beyond the target launch date of December 1.
Mobile betting is anticipated to lead the sports wagering landscape in Missouri. While several applicants have announced plans for retail sportsbooks at local casinos, mobile platforms are forecasted to generate the bulk of the state’s betting volume.
FanDuel, having missed one of the two untethered licenses, has sought a tethered mobile license through a collaboration with Major League Soccer’s St. Louis CITY SC. BetMGM is teaming up with Century Casinos, while bet365 has partnered with the St. Louis Cardinals to fulfill state requirements for market access. Caesars and ESPN BET gained entry through ownership stakes in Missouri-based casinos, planning retail sportsbooks in the St. Louis and Kansas City areas.
Fanatics is set to enter the Missouri market via a partnership with Boyd Gaming, with plans for mobile operations and retail sportsbooks at Boyd’s Ameristar venues in both major metropolitan areas. Underdog, primarily known for its fantasy sports platform, has also applied but has not yet revealed its market access partner.
The complete list of operators that submitted applications by the deadline, and could launch on December 1, includes bet365, BetMGM, Circa, Caesars, DraftKings, ESPN BET, Fanatics, FanDuel, and Underdog. As of now, only DraftKings and Circa hold official licenses.
The ballot initiative, which passed by a narrow margin last year, allows for additional operators to apply, though it’s unclear if more will do so. Bally Bet has market access through Bally’s Kansas City casino but has not confirmed any plans for a Missouri entry. Notably, Hard Rock and BetRivers, which are active in nearby Illinois, also missed the application deadline and would have to establish local partnerships to join the market.
Missouri bettors are expected to have access to sportsbooks that collectively handle over 90% of the legal sports betting volume nationwide. FanDuel and DraftKings alone account for around two-thirds of the national market share and believe Missouri’s market will mirror this trend. Both firms have presented information to state regulators as part of the licensing process.
Operators like Fanatics, BetMGM, Caesars, and ESPN BET, all of which are active in over 15 states, are gearing up for extensive marketing campaigns in anticipation of Missouri’s mobile launch. Circa, known for catering to high-stakes bettors and avoiding aggressive marketing strategies, targets a different demographic compared to the larger mass-market sportsbooks.
Meanwhile, Underdog is venturing beyond fantasy sports, currently operational only in North Carolina with its sportsbook, having developed its brand through free-to-play and peer-to-peer contests, including in areas where real-money wagering remains illegal.