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Excitement around the Monday sports betting debut in the stae of Missouri has been steady for weeks, yet one expected operator has quietly shifted direction. Underdog has moved away from its plan to go live in Missouri, creating a ripple across an industry that has been watching the launch closely.
Good to Know
Legal sports betting goes live statewide on Monday, and eight platforms will greet players from day one. Options include DraftKings, Circa Sports, Caesars Sportsbook, BetMGM, FanDuel, bet365, theScore Bet, and Fanatics. Regulators expected Underdog to line up next to them. Instead, the brand is now absent from the official list of approved mobile operators.
The Missouri Gaming Commission shared confirmation with Fox2Now that Underdog pulled its application entirely. The decision arrived at a moment when many observers thought the operator was preparing for a major launch. Momentum within the state has been building for months due to high demand for legal betting, strong operator interest, and the state deadline to roll out the new model.
Mike Leara, who serves as executive director of the Missouri Gaming Commission, explained his understanding of the shift in direction. In an interview with Fox2Now, he said that Underdog appears to be redirecting its attention toward prediction markets rather than opening a full sportsbook during the launch window:
“They have decided to go to that market… It’s not regulated at any level compared to what traditional sports betting is regulated, and obviously, there’s no tax on it.”
His comment highlights a major strategic difference. Prediction markets have surged in visibility during 2024 and 2025 due to Kalshi, Polymarket, and several emerging blockchain-based platforms. Many of these services operate under different regulatory frameworks, giving them a faster product cycle and a lower cost structure when compared with licensed sportsbooks.
Underdog has already positioned itself inside that environment with a strong marketing engine, frequent partnerships, and a product ecosystem that leans into contests and dynamic prediction mechanics. Industry analysts have speculated that the company may try to grow a wider national footprint for prediction markets before doubling back into certain sportsbook states.
Underdog already had a strong presence in Missouri sports culture before the withdrawal. On September 29, the brand announced a multi-year partnership with Kansas City Royals inside Major League Baseball. The collaboration included a marketing plan, community involvement programs, and language around “philanthropic efforts.” Many fans believed that tie-in would naturally extend into sportsbook activity once the market opened. It also just teamed up with NHL team St. Louis Blues.
The decision not to launch comes without any formal explanation from Underdog. No public statement has been released, and industry observers now look for new signals about long-term plans in the state. Other operators have moved quickly to advertise ahead of Monday, and the Missouri market is expected to generate immediate volume due to pent-up demand.