Missouri Sports Betting Launch Adds Pressure on College Athletes

Missouri sports betting has been live for nearly two weeks, and college athletes across the state are already speaking publicly about its impact on game-day pressure and fan behavior.

At Great Southern Bank Arena, Missouri State University's Lady Bears prepared for a matchup against the University of Arkansas as players and staff adjusted to the new Missouri sports betting environment surrounding college sports. Junior guard Kaemyn Bekemeier spoke with local media outlet KY3 about the increased scrutiny athletes face now that money is tied to game results.

Although athletes have traditionally faced pressure from internal and external sources, sports betting added a financial incentive. Speaking with KY3, Bekemeier said, “There’s pressure from yourself, which has always kind of been the highest. So, just adding that money aspect onto it, I feel like (it) can be a little bit more pressure.” 

While Missouri sports betting apps do not offer player props for local colleges and universities, you can bet on the outcome of their games.

Earlier in the year, the NCAA's "Don't be a loser" campaign garnered national attention as it sought to address the harassment of athletes by angry gamblers through social media and direct messages. Bekemeier and other athletes emphasized that spectators often ignored the psychological and physical demands of collegiate competition.

According to Patrick Ransdell, Missouri State's athletic director, the department took these concerns seriously, as young athletes dealt with criticism that was amplified by social media.

Kansas monitors impact of Missouri launch

As Missouri’s sports betting launch proves to be a major success, with over 520,000 active accounts being recorded in the first week by GeoComply, Kansas officials have begun evaluating how the neighboring sports betting market might impact gaming revenue.

Since Kansas legalized sports betting on Sept. 1, 2022, Missourians have frequently crossed state lines to place bets and take advantage of Kansas sportsbook promos, especially in the Kansas City metro area. Kansas Lottery Commission Communications Director Cory Thone said some decline had been anticipated, given Missouri bettors' historical contribution to Kansas sportsbooks. 

Before Missouri's launch, only Colorado sports betting along Kansas' bordering states offered legal sports betting. Nebraska and Oklahoma limited wagering to retail casino settings.

Missouri Gaming Commission Chair Jan Zimmerman projected that Missouri would generate between $20 million and $28 million in annual tax revenue. However, she cautioned that early data is insufficient to determine the long-term effects. 

Kansas collected $16.7 million in sports betting tax revenue during fiscal year 2025, which ran from July 1, 2024, to June 30, 2025. The majority of that revenue came from the best sports betting sites, while retail wagering at the state's four licensed casinos generated $673,255.

During the same period, Kansas bettors wagered approximately $2.6 billion and received about $2.4 billion in winnings, resulting in a net revenue of $168 million for the six online operators.

Thone said the full impact of Missouri's legalization remained uncertain, with Kansas continuing to monitor early trends as both markets adjust to regional competition and the presence of Missouri sportsbook promos.