Missouri’s legal sports betting market didn’t just tip off — it came out firing.
In its first week of online wagering, the Show-Me State logged more than 18.5 million geolocation checks from over 520,000 unique betting accounts, according to data provider GeoComply. That’s a monster debut for state No. 39 on the legal U.S. sports betting map, following voter approval of Amendment 2 in November 2024.
Missouri goes all in as online sports betting fina...
The real headline moment came on Sunday Night Football at Arrowhead Stadium. While the Chiefs hosted the Texans, GeoComply tracked over 10,000 active accounts in and around the stadium and more than 43,000 location checks between 5 p.m. and 11 p.m. local time. In other words, Arrowhead doubled as a live betting hub while the game was still being played.
Missouri launched with a full roster of major operators, giving bettors instant access to familiar mobile apps and sharp promo offers. Early data suggests plenty of “pent-up demand” that had previously leaked across the border into Kansas and to offshore books. Now that action is being captured, taxed and monitored inside state lines.
GeoComply’s numbers are not handle figures, but they’re a strong proxy for engagement: every log-in, bet placement and in-play wager triggers a location ping. For regulators, that geolocation traffic is proof the tech is doing its job — blocking out-of-state bets and giving the market a clean, auditable footprint from day one.
With more than half a million accounts firing off millions of checks in week one, Missouri looks set to join the middle tier of U.S. betting states in a hurry. The big question now is whether that early rush turns into a steady, sustainable stream of handle once the promo dust settles — and how much of that new tax revenue actually filters back into responsible gambling programs and state priorities.
