ESPN BET Moves to Secure Missouri Sports Betting License

It's almost deadline day for the best sports betting sites in Missouri.

The Missouri sports betting market is moving closer to launch as operators finalize applications ahead of the Sept. 12 deadline. PENN Sports Interactive, through its ESPN BET platform, became the latest to submit an online license application to the Missouri Gaming Commission. 

ESPN BET is seeking approval through PENN Entertainment's Missouri casinos, which include Hollywood Casino and River City Casino. This provides the necessary market access required under state law. 

Missouri allows operators to apply only if partnered with a professional sports franchise or an in-state casino. The approved framework permits up to 19 retail licenses and 14 online licenses. To date, five operators have applied for online licenses, while the commission has already awarded two untethered online licenses to DraftKings and Circa Sports.

Other applicants include Caesars Sportsbook, which filed for one online and two retail licenses using Harrah's Kansas City and Horseshoe St. Louis as access points. FanDuel applied through its partnership with the MLS team St. Louis City SC after missing out on an untethered license. 

Fanatics Sportsbook, in partnership with Boyd Gaming, submitted applications for an online license and retail sportsbooks at Boyd's Ameristar locations in Kansas City and St. Charles. Underdog has also applied but has not yet disclosed its market access partner.

Key deadlines remain in place. All partnered retail and online license applications are due Sept. 12, followed by a Dec. 1 deadline for the official launch of Missouri sports betting and Missouri sportsbook promos.

Personalized fan features

As operators prepare for Missouri's launch, ESPN BET and PENN Entertainment are also rolling out product upgrades aimed at boosting engagement. In August, the companies introduced "FanCenter," a new feature designed to integrate ESPN accounts with ESPN BET, creating a personalized hub for sports fans.

FanCenter allows bettors to link ESPN fantasy football rosters directly with the sportsbook app, enabling wagers tied to their fantasy lineups. Options include prop bets on starting players and customized parlay selections. 

The feature launched ahead of the NFL's Sept. 4 kickoff, capitalizing on the overlap between fantasy participation and betting activity.

Chris Jason, ESPN's Executive Director of Product Management, said the initiative represented the first major integration between ESPN and ESPN BET. At the same time, PENN's Chief Technology Officer, Aaron LaBerge, described it as a unique feature not currently offered by competitors. 

Account linking first appeared on ESPN BET last November, while its loyalty program, Mint Club, debuted in April 2025. Despite these additions, ESPN BET held just 3% of US handle share in May, compared to DraftKings and FanDuel's combined 71.5%. 

The platform is currently available in 19 states, including Washington, DC, under a 10-year, $2 billion partnership between ESPN and PENN Entertainment. Both parties hold an opt-out option in 2026, making the upcoming NFL season a pivotal test for the integration's success.