Missouri initiated its legal sports betting framework on Monday, enabling both mobile and brick-and-mortar wagering across the state after years of political stagnation and a narrowly approved voter amendment that set the stage last year. With this move, Missouri becomes the 39th state in the U.S. to establish regulated sports gambling.
Sportsbooks opened their doors at 12:01 a.m. CT, allowing adults aged 21 and older, located within the state, to place bets via licensed applications or at newly authorized retail locations. The Missouri Gaming Commission, which has spent the previous year developing regulations and issuing licenses to operators, announced that consumer protection measures such as identity verification, geolocation tracking, and secure payment methods will be implemented from the outset.
Six major operators – DraftKings, BetMGM, FanDuel, Fanatics, Caesars, and bet365 – launched their services simultaneously, creating a highly competitive market on opening day compared to recent state introductions. These companies are collectively providing around $5,515 in promotional incentives to entice new customers.
In total, eight operators received authorization for mobile betting, which includes Circa Sports and The Score Bet. The launch in Missouri is similar to other significant markets that initiated their operations with considerable multi-operator support, including New York, Ohio, and Maryland, according to industry analysts.
DraftKings offers bonuses of up to $1,200, while BetMGM provides first-bet insurance of up to $1,500. FanDuel has a “Bet $5, Get $300” deal, bet365 is promoting a “Bet $10, Get $365” offer, Fanatics provides up to $2,000 in FanCash rewards, and Caesars has a “Bet $5, Get $150” promotion linked to its Caesars Rewards program.
Retail sportsbooks have also commenced operations at casinos and professional venues across the St. Louis area, including Caesars Sportsbook at Horseshoe St. Louis, Fanatics Sportsbook at Ameristar St. Charles, and facilities located at Hollywood Casino and River City Casino. These casinos bolstered their staff to support the launch, with Horseshoe adding at least a dozen new employees.
“This part of the launch includes training our team on how the app operates and how the kiosks function,” noted Glenn Keenan, senior vice president and general manager at Horseshoe St. Louis. “Our team is well-trained and knowledgeable.”
Missouri’s professional sports teams, which collectively contributed $2 million to the $43 million campaign advocating for legalization, are allowed to establish their sportsbooks and manage advertising within a 400-yard radius 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.
“Becoming part of the 38 other states that allow sports betting will enable us to enhance our engagement with fans, while ensuring that millions of dollars stay in Missouri to benefit our schools and communities,” stated Cardinals President Bill DeWitt III following last year’s vote.
Residents can now legally place bets on professional sports, team-focused college markets, and approved international events. Features such as live betting, same-game parlays, and multi-leg bet builders are available on all primary platforms. Notably, wagering on individual performances of Missouri college athletes and stakes on youth or high school sports are prohibited.
Sportsbooks will incur a 10% tax on their adjusted gross revenue, which is below the national average of 19% recorded last year. The revenue generated will support educational initiatives, with at least $5 million allocated annually to the state’s problem gambling fund.
Regulators affirmed that operators must uphold age verification systems, ensure secure payment channels, offer self-exclusion options, and report any suspicious betting activities. The state has also ramped up its support for problem gambling by setting up a 24/7 Bets Off hotline and providing complimentary outpatient treatment through the Department of Mental Health.
The launch occurs at a time of increased interest, with the Kansas City Chiefs competing in the playoffs, the St. Louis Blues active mid-season, and the college basketball season gaining momentum. Officials and operators anticipate a surge of traffic from residents who previously traveled to Illinois or Kansas to place legal wagers.
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