Missouri is just two weeks away from legal online sports betting, and future customers can now sign up for accounts at multiple sportsbooks.
Monday marks the first day that sportsbooks can offer Missouri sports betting sign-up promotions. There are 10 approved sports betting operators for the Dec. 1 midnight launch, though it is not confirmed that all will be immediately available when the market opens.
Missouri sports betting is the first new market to launch since North Carolina went live in March 2024 and is the 32nd US jurisdiction with online sports betting.
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Who are the 10 potential operators?
Here are the sportsbooks that can launch at midnight on Dec. 1:
- bet365
- BetMGM
- Caesars
- Circa
- DraftKings
- Fanatics
- FanDuel
- Kambi (brand partner unknown)
- theScore Bet
- Underdog
The one brand that might be unknown to some is theScore Bet. It is run by Penn Entertainment, which recently ended its $2 billion deal with Disney for the ESPN Bet partnership. The brand is still active in Ontario but was pulled from the US back in July 2022.
Missouri sports betting expectations
According to LSR estimates by Data Analyst Eric Ramsey, Missouri could see nearly $4.6 billion bet with $518 million in gross revenue annually at maturity.
Missouri is taxing operators at 10% of net revenue after deducting promotional costs. That should cut the taxable revenue by about a third, leaving around $35 million in annual taxes.
There is definitely demand in Missouri for legal sports betting despite the referendum barely passing. Through the first seven weeks of NFL betting in 2024, there were more than 11 million geolocation hits from 216,000 sports betting accounts, according to geolocation provider GeoComply. Most of those accounts, 57%, were associated with an Illinois sportsbook while another 37% were related to a Kansas sportsbook.
Just how many new sports bettors are found in Missouri is a number the entire industry is waiting to hear. FanDuel, for example, mentioned the company already had 110,000 customers from Missouri that have bet with the sportsbook in another market, though that is just 2.3% of the state’s 21 and older population.