The Missouri Gaming Commission (MGC) has awarded two direct mobile sports betting licences to DraftKings and Circa Sports.
The Missouri Gaming Commission (MGC) has awarded two direct mobile sports betting licences to DraftKings and Circa Sports, marking an important step in the rollout of legalised sports wagering in the state.
These licences allow the operators to function independently, without the need for partnerships with casinos or sports organisations, setting them apart from other forms of market entry.
DraftKings, one of the largest sports betting operators in the US, secured one of the licences. Circa Sports, though less widely recognised nationally, operates sportsbooks in several states and is known for its large-scale operations in Las Vegas.
Its CEO, Derek Stevens, described the award as a major honour for the company.
The regulator’s decision to award the licences, however, left out FanDuel, which alongside DraftKings is one of the most dominant players in the US betting industry.
The operator had been a finalist for a direct mobile licence but, despite being among the most ubiquitous sportsbook brands nationwide, was not selected.
To maintain its foothold, FanDuel quickly announced a new market access agreement with Major League Soccer team St. Louis CITY SC, which will allow it to participate in the Missouri market despite not receiving one of the limited direct mobile licences.
The licensing decision follows a November 2024 statewide vote in which Missouri residents narrowly approved legalised sports betting by a margin of 50.05%.
The measure established that wagering would officially become legal starting 1 December 2025.
With the direct mobile licences now allocated, operators are preparing to position themselves ahead of that launch date.
Google opens betting ad floodgates
At the same time, Google has moved to align its advertising policies with the upcoming legal framework.
On 15 August, the company confirmed that it will begin accepting and running sports betting advertisements from certified, state-licensed entities in Missouri.
The change was implemented immediately, allowing qualifying operators to advertise through Google platforms without delay.
Advertisers must still apply for certification before being approved to run betting ads.