Google began allowing gambling to feature on Google Ads in Missouri from August 15 in preparation for the state’s sports and esports betting market opening later this year.
Google updated its Gambling and games policy to reflect the change in Missouri, writing, “In August 2024, the Google Ads Gambling and games policy United States country-specifics will be updated. We will begin to accept and run ads for sports betting from certified, state-licensed entities in Missouri from August 15, 2025.”
Ads will still be subject to checks, with gambling companies and affiliates required to apply for certification. The terms state, “Application for certification will be open to advertisers who wish to promote online gambling content in this region effective immediately.”
Missouri plans to officially launch online sports betting in December, after residents voted for legalization last year.
Under the new law, bettors will be able to wager on esports as well as all other major sporting events. Betting platforms can obtain licenses through partnerships with the state’s sports teams, casinos, or apply for untethered licenses.
Google now allows betting ads in Missouri Image Credit: Christian Wiediger/Unsplash
Circa Sports Granted License Ahead of FanDuel
This week, the state decided on which companies would be granted the two untethered licenses.
It had been widely expected that the country’s two leading sportsbooks, FanDuel and DraftKings, would be approved. However, the Missouri Gaming Commission (MGC) gave the licenses to Circa Sports and DraftKings.
In addition to competing with FanDuel and DraftKings in Missouri, Circa announced this week that it is going against the companies’ policies in Illinois.
Illinois made the controversial move to introduce a per-bet tax on wagers placed in the state, with Circa raising its minimum bet to $10 in response. This could have an impact on small-wager esports bettors who enjoy speculative parlays, and raises concerns it may price them out of the market.
In Missouri, a flat rate of 10% on revenue will be applied, which is lower than the national average of around 19%. In addition to Illinois, several other states have raised their rates this year, including New Jersey, Maryland, and Louisiana.
FanDuel Secures License Through Soccer Side
FanDuel will still be operational in Missouri as the operator quickly moved to partner with MLS side St. Louis City SC.
On announcing the partnership, FanDuel President of Sports Mike Raffensperger said, “Missouri is home to some of the most passionate sports fans in the country, and we are thrilled to partner with St. Louis CITY SC to introduce our industry-leading product to the Show Me State.”
The company would have been disappointed to lose out to Circa Sports, but tried to put a positive spin on the new partnership.
Raffensperger added, “We look forward to supporting the team and engaging with the community as we bring America’s #1 Sportsbook to fans across Missouri.”
Sportsbooks Launching In Missouri
Bettors will be able to use the following platforms, which have confirmed they will have licenses in Missouri from December:
- DraftKings – Untethered license
- Circa Sports – Untethered license
- FanDuel – Partnership with St. Louis City SC
- BetMGM – Partnership with Century Casinos
- Bet365 – Partnership with St. Louis Cardinals
Operators applying for tethered licenses have until September 12 to apply, with six licenses available through partnerships with sports teams, and six more through partnerships with casinos. The following sportsbooks are expected to enter the market:
- ESPN Bet – through parent company PENN Entertainment retail casinos
- Caesars Sportsbook – through Caesars retail casino
- Fanatics Sportsbook – also through a PENN casino
- Underdog Sportsbook – partner to be confirmed
- Bally Bet – partner to be confirmed
- BetRivers – partner to be confirmed
- Hard Rock Bet – partner to be confirmed
In total, there are 14 available licenses. Estimates suggest legal online sports betting could generate up to $560 million in annual revenue.