Expect A Glut Of Ads If Illinois Online Casinos Are Legalized

Legalizing online casinos in Illinois will undoubtedly result in an influx of advertising by gaming operators.

In conclusion, there has been a decrease in advertising by Illinois online sportsbooks as the market, which launched in March 2020, matures. Furthermore, online casinos are the main source of income for operators.

Should the state authorize online casinos in Illinois, TV and radio will heavily feature their advertisements.

In December, Mediaradar reported that over 440 gambling advertisers invested more than $738 million in digital, print, and TV ads nationally through October. This represented a 22% increase compared to the previous year. Approximately 69% of this investment was directed towards national broadcast and cable TV and print ads.

In 2022, DraftKings, BetMGM, and Flutter Entertainment, the parent company of FanDuel, all online sportsbook operators from Illinois, collectively contributed $460 million, which is 62% of the total US gambling advertising investment. This signifies that if online casinos in Illinois are legalized, these companies could become significant advertisers.

It’s worth noting that an increase in gambling advertising isn’t entirely negative. Despite the potential annoyance of numerous ads, they will provide support to local broadcasters in Illinois.

What we can expect from ads in Illinois based on other states

At present, the only North American regions providing both online casinos and sportsbooks are New Jersey, Pennsylvania, Michigan, Connecticut, West Virginia, and Ontario, a province in Canada. While Delaware does have online casinos, it only offers retail sportsbooks and not online ones. Conversely, Nevada provides online sportsbooks but lacks online casinos.

In January 2021, Michigan, the state closest to Illinois, introduced both online casinos and sportsbooks at the same time. By 2023, the trend in Michigan’s gaming advertisements had shifted to favor casinos over sportsbooks. Casino ads are more common during daytime television, local news, and events not related to sports, while sports broadcasts highlight sports betting. Additionally, the number of ads has lessened slightly in Michigan as the market has matured.

In the majority of US states with online gaming, there are minimal restrictions on the content of advertisements. Operators have the freedom to advertise extensively and promote bonuses, rewards, and credits for registration.

The situation in Ontario is different.

Online gaming was introduced in Canada’s largest province nine months ago. Since then, there has been a flood of ads promoting online gaming. However, the Alcohol and Gaming Commission of Ontario, the gaming regulator, prohibits operators from advertising bonuses, rewards, or any form of incentives for registration. While operators are allowed to provide these incentives, they are not permitted to publicize them. To discover what these rewards are, you need to visit the operators’ websites directly.

The aim is to lessen the appeal of such promotions to individuals with existing gambling issues or those who might develop one due to the allure of signing up for the promise of free money.

Illinois online casino ads would focus on customers being 21+

The regulations for online sports betting advertising in Illinois primarily aim to prevent targeting underage gamblers. To gamble in Illinois, one must be at least 21 years old.

The Illinois Joint Committee of Administrative Rules’ section on advertising and marketing in the administrative code explicitly states that sports wagering should not be directly advertised or promoted to individuals under 21. The main points of these rules, which were implemented in March 2021, state that ads:

• Must not include images, symbols, endorsements by celebrities or entertainers, or language intended to attract individuals under the age of 21.
• Cannot include anyone who is, or seems to be, under 21 years of age.
• Will not be published, broadcasted, exhibited, or shared in media channels, including social media, that primarily attract individuals below 21 years of age.
• Cannot be presented to any audience presumed to consist mostly of individuals under 21 years of age.

The regulations also forbid the use of language substantially similar to that found in the compulsive gambling text defined by the Department of Human Services. In addition, advertisements must not suggest that bettors have a higher likelihood of winning with one operator compared to others, or that the odds of winning increase with larger bets.

The rules that now govern Illinois online sportsbooks can reasonably be expected to apply to online casino advertisements as well.

It is likely that many Illinois residents will see numerous celebrities, including BetMGM spokesperson Jamie Foxx. However, he is forbidden to promote gambling to anyone under the age of 21.