Missouri’s long-awaited sports-betting era began this week, and with it, gambling-industry heavyweights BetMGM and Gambling.com Group have kicked off operations in the state just hours after legal wagering became official.
As of 1 December 2025, Missouri has become the 39th US state to allow legal sports betting, following the narrow approval of Amendment 2 in November 2024.
BetMGM launches mobile and retail sportsbook operations
BetMGM, already a major name in US sports betting, has declared its mobile and retail sportsbook platforms live in Missouri. The retail sportsbook has opened at the Century Casino & Hotel in Cape Girardeau, and the operator’s mobile app is now available to Missouri residents via iOS and Android.
BetMGM’s launch aims to appeal to both casual bettors and more avid fans, offering features such as live wagering, a wide range of betting markets, and responsible-gambling tools. New users are reportedly being offered promotional welcome bets, a standard entry incentive seen in many freshly launched markets.
Gambling.com brings data and marketing services to Missouri
Simultaneously, Gambling.com Group, a marketing and sports-data services provider for the online gambling industry, said it has secured a temporary supplier licence from the Missouri Gaming Commission (MGC). Its US subsidiary, GDC America, Inc., will now offer real-time odds, sports data, and marketing services to all licensed sports-betting operators in the state.
The company’s prior launch of a Missouri-facing site, BetMissouri.com (in 2022), gives it a head start on guiding local bettors through sportsbook options, legislative developments, and wagering data. The firm has forecast that the state could see a wagering handle of up to $3.88 billion from December 2025 through November 2026.
By entering Missouri at launch, Gambling.com and BetMGM join a competitive group of sportsbooks, including DraftKings, positioning themselves alongside other major operators now active in the state.
What’s next and what to watch:
- Market growth and competition: With multiple major sportsbooks already live, competition among operators, especially via promotions and odds offers, is expected to be fierce.
- Responsible gambling and regulation: As the market scales quickly, ensuring responsible gambling protections will be critical. Monitoring, compliance, and transparent data services will be essential to maintain trust and legality.
- Data & analytics rise: Real-time odds feeds and sports-data services, no longer niche, may become integral for sportsbooks, media, affiliates, and bettors alike.
Statewide launch triggers major openings
Licenced operators include DraftKings, FanDuel, BetMGM, Caesars, Fanatics, bet365, Circa and theScore Bet. Casinos across the St Louis and Kansas City regions opened new wagering lounges immediately after midnight on 1 December, drawing crowds of early bettors and sports fans.
Missouri bettors will also avoid the 50-cent per-bet excise tax imposed in neighbouring Illinois, a factor operators believe will encourage local customers to stay in-state and attract visitors from Kansas and southern Illinois.
Professional sports teams enter the market
Missouri’s law is one of the few in the US that allows major league sports teams to operate their own retail sportsbooks. The state’s six teams contributed $2 million to the $43 million campaign that helped secure voter approval in 2024.
Teams also hold advertising and on-site betting rights within 400 yards of their stadiums, creating new commercial opportunities around matchdays. Several franchises have already announced partnerships with DraftKings, FanDuel, and Underdog, with more agreements expected in the coming months.
Tax structure, licensing, and responsible gambling protections
Missouri has set a 10 percent tax rate on sports betting revenue, notably below the national average of around 19 percent. At least $5 million annually will be allocated to problem gambling services, with the remainder sent to the state’s education system.
Licensing rules were finalised on 30 August 2025 after a multistep review. Early approvals in October enabled operators such as bet365, FanDuel, PENN Entertainment, and Fanatics Sportsbook to begin system testing ahead of the December launch. DraftKings and Circa received untethered licences, allowing them to operate without casino partners.
The MGC emphasised responsible gambling as a priority, reiterating the availability of the 1-800-GAMBLER helpline and encouraging use of app-based tools, including deposit limits, time-outs, and self-exclusion.
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