In Illinois, gaming providers are going to have to be more careful with the words they use when it comes to gaming advertising in the state. Per a recent report, the Illinois Gaming Board (IGB) has revised its regulations on advertising for casinos, sportsbooks, and video gaming terminal host businesses. The new rules, effective immediately, impose stringent restrictions on the languages and venues used in marketing by gaming operators. In the latest directive, the IGB has banned terms such as “risk-free” and “free-bet” that suggest a gambler can participate without any risk. Furthermore, gaming companies are restricted from advertising at events where the majority of attendees are likely to be under the age of 21.
For this report, SBS will be going over what to look for from the latest gaming news coming from Illinois and also more notes and insights coming from the state and beyond.
Also touched on in the report, the updated rules also extend this ban to all college campuses and college-focused media, including newspapers and online websites. Consequently, local restaurants and bars that house VGTs cannot place advertisements in college media. The new regulations also prohibit wagering and gambling logos on clothing and gifts that are primarily appealing to underage individuals. Additionally, all marketing communications sent to patrons and targeted customers must now include an easily accessible “opt-out” option, allowing consumers to remove themselves from future marketing lists.
Furthermore noted in the article, IGB Administrator Marcus Fructher commented, “As part of the IGB’s ongoing work to reassess existing rules and measure the effectiveness of gaming expansion implementation, the IGB amended the current advertising and marketing rules for sports wagering to include additional safeguards. This also includes requirements and also makes those rules applicable for the first time to casino gambling and video gaming. The new rules adopted today will provide uniform advertising regulation and standards across all Illinois’ gaming markets under IGB jurisdiction.”
Currently, Illinois hosts 15 casinos, 15 sportsbooks, and a network of over 8,700 VGT establishments. The state’s gaming industry continues to grow, with new brick-and-mortar casinos planned in Chicago and its suburbs. This includes a Bally’s integrated resort set to open in downtown Chicago by the fall of 2026.
Also covered in the report, the sports betting industry has faced criticism for its pervasive advertising. Prompting concerns that state gaming regulators have not implemented adequate safeguards to protect consumers. A recent federal bill introduced to Congress aims to address these issues. US Rep. Paul Tonko (D-New York) and Sen. Richard Blumenthal (D-Connecticut) is supporting the Affordability and Fairness with Every Bet Act (SAFE Bet Act). This act would mandate sports betting states to adopt regulatory measures designed to boost consumer protection.
Key provisions of the SAFE Bet Act include prohibiting the use of “risk-free” language in sportsbook advertisements and eliminating deposit bonuses. The act also seeks to ban sports betting ads during live sports programming and between the hours of 8 am. and 10 p.m. Funding online sportsbook accounts with credit cards would also become illegal nationwide. Tonko believes sports betting advertising has “reached intolerably dangerous levels,” and asserts that it is time for congress to step in to protect the public.
Also noted in the article, the IGB approved a series of regulatory decisions, including the renewal of Rivers Casino’s four-year license and Hawthorne Race Course’s master sports wagering license. These renewals came through unanimous 4-0 votes, extending Rivers Casino’s license through August 2028 and Hawthorne’s license through September of the same year.
Rivers Casino, located near Chicago’s O’Hare International Airport, remains the top revenue-generating casino in Illinois. In the first eight months of 2024, it reported $346.2 million in winnings, contributing $103.9 million in state and local taxes. Rivers Casino has also invested in infrastructure, completing a $115 million expansion in 2022 and a $6 million renovation for a VIP lounge and restaurant. Meanwhile, Hawthorne Race Course was among the first venues, noted in the report, to offer retail sports betting in the Land of Lincoln. The venue opened its sportsbook in 2020 through Points Bet, which was acquired by Fanatics for $225 million in 2023. The transition to Fanatics-branded retail and mobile betting platforms occurred earlier this year.
In addition to the casino license renewals, the IGB approved a four-year Management Services Provider license for Rush Street Interactive. This organization operates the BetRivers mobile sportsbook in partnership with Rivers Casino. Additionally, as the article notes, the IGB will hold its next regular meeting on October 24, 2024. Information on future meetings and additional regulatory updates can be found on the IGB website.
After you are all dialed in regarding the latest gaming updates and notes coming from Illinois, make sure to peruse the awesome array of information available to you over at SBS. Of course, for even more analysis on the topic covered here, make sure to peruse the sports betting in Illinois guide which goes over all of the latest updates and news from the state. On a separate note, eligible customers interested in maximizing their wagers should bookmark the best bonus betting sites breakdown. On this page, you can find a collection of the latest and greatest welcome bonus offers available to you. Finally, for those on the go, the best betting apps rundown is a fantastic resource to learn more about mobile betting sites and how you can use it to your advantage.
About the Author
As a devout aficionado of sports, Chris Boline has carved a career within the athletic realm. A skilled scribe, he boasts a decade-long portfolio that encompasses coverage of the NBA G League, the Los Angeles Chargers, football and basketball across the country. Beyond his professional pursuits, Chris is deeply invested in his community and dedicates his leisure hours to serving on boards, collaborating with community organizations, and cherishing the company of loved ones. CURRENTLY Business Development and freelance sports writing RESIDES IN Reno, NV EDUCATION University of Nevada BS and MBA EXPERTISE -Sports writing proficiency in: NFL, NBA, UFC, boxing, golf, and some motor sports -Topical news -Promotional and marketing ideas/updates -Business development Summary Chris Boline serves in a business development sales capacity as his day job. He has previously held sales/marketing positions with The Applied Companies (TAC), KTVN 2 News and the NBA G League’s Reno Bighorns, affiliate of the Sacramento Kings. He is a Reno native and is a member of various community boards including the Nevada Sagebrush Alumni Chapter, NCET and the College of Business Alumni Association (COBAA). Chris graduated from the University of Nevada in 2015 with a bachelors in management and economics and also earned his MBA from Nevada in 2023. More about Chris: Past president of the College of Business Alumni Association (COBAA) 2022-23 Two-time honoree for University of Nevada Alumni Chapter of the Year (Nevada Sagebrush Alumni Chapter, 2017 & COBAA, 2021) 2021 NCET award for Professional Services Organization of the Year with TAC Northern Nevada Human Resources Association 2020 Best Places to Work-Northern Nevada, Second Place with TAC 2016-17 Reno Bighorns MVP from the Sacramento Kings The Nevada Sagebrush editor-in-chief 2013-15 Associated Collegiate Press 2015 Four-year Non-daily Newspaper Pacemaker honoree University of Nevada, Reno College of Business Dean's List honoree (5x) from 2011-2015 Nevada Press Association award for Best Sports Column – Community in 2015 Education
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