Missouri Launch Threatens Kansas Sports Betting Inflow
Kansas could see reduced gaming revenues following Missouri's sports betting launch on Dec. 1.
Since legal Kansas sportsbook promos became a reality on Sept. 1, 2022, it has benefited from out-of-state bettors, especially from Missouri.
Of the four states bordering The Sunflower State, only Colorado sports betting was legal before Kansas, while Nebraska and Oklahoma still restrict wagering to retail casino locations.
Kansas Lottery Commission Communications Director Cory Thone said the state expected some degree of decline, noting that many residents who can now access the legal Missouri sports betting market had routinely crossed from the Kansas City metro into Kansas City, Kan., to place bets.
Missouri Gaming Commission Chair Jan Zimmerman estimated between $20 million and $28 million in annual tax revenue from Missouri sports betting apps, but said it was too early to determine the long-term impact. Although she added that sports wagering would generate new jobs, increase tax revenue, and support education.
Kansas, on the other hand, collected $16.7 million in sports betting tax revenue in fiscal year 2025, covering July 1, 2024, to June 30, 2025. Most of that amount came from online operators. Kansas also took in $673,255 from wagering at its four state-licensed casinos.
During the same period, Kansans wagered approximately $2.6 billion, won roughly $2.4 billion, and generated $168 million in net revenue for the six online sportsbooks in the state.
Thone added that the extent of any downturn caused by Missouri's legalization remains uncertain, leaving Kansas officials to watch early trends closely as both markets adjust.
Record NFL audience fuels momentum
Despite concerns that Missouri's sports betting market and Missouri sportsbook promos could negatively impact Kansas, the launch coincided with a sharp rise in football-driven engagement in Kansas, reinforced by a historic NFL broadcast that prompted sportsbooks to capitalize on new interest.
On Dec. 3, the Kansas City Chiefs' Thanksgiving Day matchup against the Dallas Cowboys averaged 57.2 million viewers and peaked at 61.36 million, making it the most-watched regular-season game in NFL history.
Although it had already been considering potential changes following Missouri’s legalization, it appears that, for Kansas operators, this increased attention served as further motivation. To ensure that this sudden increase in fan interest translates to actual betting, sportsbooks began launching targeted campaigns.
The game's unprecedented reach provided a timely platform for promotions tied to NFL betting, a core driver of Kansas sportsbook activity.
The 57.2 million average cemented the broadcast as the largest regular season audience ever recorded, while the peak minute of 61.36 million highlighted its national appeal. Kansas operators viewed the moment as an opportunity to strengthen customer acquisition efforts, even as they evaluate whether Missouri's new market will reduce regional betting inflows.
