Missouri Sports Betting Reaches Critical Step

Missouri sports betting remains on track to launch this coming December, but it just reached a critical part of the process that could technically change things. The Missouri Gaming Commission recently published its full set of rules and regulations, a key step towards wagering going live. But it’s also an opportunity for things to awry.

As we have already seen with the voting results themselves, this process is not entirely safeguarded against curveballs. Every step involved matters, as both a chance to advance the launch and potentially complicate it.

The good news, of course, is that the first two major hurdles for legal sports betting in Missouri have already been cleared. A thin voting margin left uncertainty over whether Amendment 2 actually generated the required support. Further analysis showed that it did, and that a recount was not required.

Then, Missouri Gaming Commission officials applied for an expedited launch, so that The Show Me State could debut sportsbooks in time to capitalize on the influx of online NFL betting that begins in August and September. That request was denied, leaving many to wonder whether the stipulated launch date of December 2025 would need to be pushed back.

For now, this detail has not changed. Though Missouri sports betting will not be live in time for the 2025 NFL regular season, it is expected to launch before the end of the year. What’s more, the language in Amendment 2 is pretty ironclad. That date cannot be pushed back.

Granted, this is a touch hyperbolic. That type of detail can be changed when going through the proper channels. For now, though, things are not that complicated. The question is: Will the feedback on Missouri sports betting rules change that?

This Could be the Last Major Hurdle Missouri Sports Betting has to Clear

An imminent public hearing could determine how smooth the launch of Missouri sports betting goes from here. “The process to launch Missouri sports betting is in the midst of its next major step,” writes Pat Evans of Legal Sports Report. “The Missouri Gaming Commission published its rules for Missouri sports betting last month. Now, interested parties must submit comments by July 16. The commission will hold a public hearing on July 17.”

It is not immediately clear what the feedback—or rather, potential push-back—will look like following the release of market rules. Pretty much everything is as expected, including the number of sportsbooks in Missouri that will be allowed to operate.

Critiques may be geared more toward what is not part of the regulatory package. Skeptics of Missouri sports betting legalization remain concerned about the adverse impact it can have on the general population. Multiple studies show that legal gambling leads to an instant and dramatic increase in problem gambling. Other research suggests that bankruptcies may also be on the rise as a result. There are organizations who have already issued warnings on this ahead of the Missouri sports betting launch, specifically.

Still, this type of input probably isn’t going to stop the machine. Missouri sports betting has been legalized through the proper channels, and by the voting population. Pushes for stricter rules and regulations are fair game, but they will likely need to be a gradual process.

There is Still Uncertainty Over Which Sportsbooks Will Operate in Missouri

Another tidbit to watch ahead of the launch is which sportsbooks receive licenses to roll out in Missouri. At this writing, fewer than two weeks separate potential operators from the application deadline.

Some sportsbooks have already turned theirs in. But as Evans unpacks below, the process remains ongoing:

“The MGC confirmed the first two applicants last month. DraftKings and Underdog quickly turned in their applications. Neither operator has announced a partner. Shortly after the successful ballot push, the St. Louis Cardinals announced a partnership with Bet365 in the market. Century Casinos later announced BetMGM as a partner for sports betting in the Show-Me State.

A safe bet to join the market is US market leader FanDuel. Last year, FanDuel and DraftKings invested more than $40 million in the ballot initiative. Fanatics is also a likely applicant to join the landscape. ESPN Bet operator Penn will likely apply through its land-based casinos in the state. Bally’s, Boyd Gaming and Caesars also operate casinos in the state. Rush Street Interactive, parent to BetRivers, played up the Missouri launch during an earnings call this winter.”

This list features all the usual suspects. But it will be interesting to monitor how quickly partnerships start getting announced, who signs them, and what they ultimately entail.

Can Newer Sportsbooks Rival Legacy Operators When Missouri Sports Betting Launches?

It will also be intriguing to see whether one of the fringe operators attempts to aggressively command a larger share of the Missouri sports betting market. While online sports betting in the United States is only growing in popularity, it is considered a top-heavy industry. FanDuel and DraftKings account for the vast majority of betting volume, and newer entries like ESPN Bet and Fanatics have struggled to compete for more than scraps-sized portions of market shares.

Launching in new markets at the same time as established entities can perhaps provide an opportunity to shift betting volume. But it will require a significant investment. Are any of the non-flagship companies prepared to make that kind of gamble? It’s a question we’ll have answered over the next few months.

Take a look at this list of the top online sportsbooks so you can find one that works for all of your sports betting needs: