DraftKings and Circa Win Missouri Mobile Licences

Independent Market Entry

The licences allow both operators to run mobile sportsbooks without partnering with casinos or sports teams. This distinction sets them apart from other market access models used in the U.S. DraftKings, one of the nation’s largest betting operators, secured one licence. Circa Sports, which runs major sportsbooks in Las Vegas and operates in several states, obtained the other.

FanDuel, a leading competitor to DraftKings nationwide, was a finalist but did not receive a direct licence. To remain active in Missouri, it signed a market access deal with Major League Soccer club St. Louis CITY SC. This agreement ensures FanDuel can operate when betting goes live, though not under the same direct framework as DraftKings and Circa.

Approval After Narrow Vote

The licensing process follows Missouri’s November 2024 referendum, where residents voted to legalize sports betting by a slim 50.05% margin. The law set 1 December 2025 as the official launch date. With the licences now allocated, operators are preparing strategies for the market rollout.

Google Updates Advertising Rules

Alongside regulatory progress, Google announced a policy update to match the state’s legal framework. Starting 15 August, the company began accepting sports betting advertisements from certified Missouri operators.

Advertising will be limited to licensed entities that complete Google’s certification process. The move gives DraftKings, Circa, and other approved operators immediate access to one of the most significant digital marketing platforms in the U.S.