The legalization of sports betting in Missouri is just getting started, with two well-known operators taking the lead. In June, the Missouri Gaming Commission (MGC) confirmed that DraftKings and Underdog Fantasy were among the first to submit operational applications, marking the official opening of the state's sports betting market.
Under the newly enacted law in Missouri, operators can apply for licenses in two ways: one is in partnership with one of the state's 13 casinos or 6 professional sports franchise holders; the other is to apply for one of only two "independent licenses," which do not require affiliation with any physical casino. DraftKings and Underdog's applications were submitted earlier than other competitors, and it is widely speculated that they are vying for these two scarce independent licenses. The application deadline is July 15.
Currently, several brands have begun to strategize their market presence through partnerships. For example, the St. Louis Cardinals have teamed up with bet365, and Century Casino finalized an agreement with BetMGM at the end of May, granting the latter online and physical operation licenses in Missouri. This agreement includes mobile and physical sports betting rights, along with revenue sharing and minimum payment commitments.
Although the regulatory framework has been initially set up, the launch date for legal sports betting is set for December 1, 2025. This timing misses the NFL regular season, most of the college football season, and the complete MLB schedule, only catching the NFL playoffs and college postseason. MGC Chairman Jan Zimmerman stated that there was an initial hope to expedite the launch through an emergency legislative process, but it was vetoed by the Secretary of State, and now progress must be made according to the regular legislative schedule.
Sports fans in Missouri are generally dissatisfied with the delayed opening, but major brands have quickly begun competing for licenses and strategizing their market presence. Underdog had previously established an offline sports betting business in North Carolina and has been active in the Missouri market through fantasy sports; DraftKings, on the other hand, has long been a mainstream betting platform in the US, with the capability to quickly establish operations.
As the application deadline in mid-July approaches, more operators are expected to join the competition. This license battle not only reflects the operators' high interest in the Missouri market but also lays the foundation for the state's gambling industry. Although official operations are still months away, the introduction of sports betting is quietly transforming Missouri's gambling ecosystem.
