The UK-based operator, already live in 11 states, has secured licensing in Illinois but has yet to announce an official launch date.
A March Madness debut would make strategic sense, given the state’s strong basketball following.
bet365 Eyes Illinois Entry Amid Tax Hike Fallout
However, the bet365 Illinois entrance comes at a time of financial recalibration for sportsbooks operating in Illinois.
Governor JB Pritzker’s tax restructuring increased IL sports betting rates from a flat 15% to a progressive scale between 20% and 40%, prompting leading operators like DraftKings and FanDuel to cut back on marketing and promotional spending.
This creates an opening for bet365 to seize market share with an aggressive advertising push. However, the operator’s ability to disrupt the Illinois market remains uncertain, as sportsbooks continue adjusting to the higher tax burden.
Regulators Clamp Down on Unlicensed Operators
While Illinois prepares for new entrants like bet365, regulators are cracking down on illegal gaming activity.
The Illinois Gaming Board (IGB) and Attorney General Kwame Raoul recently issued cease-and-desist notices to Bovada, an offshore sportsbook, and PrizePicks, a daily fantasy sports (DFS) operator.
Raoul cautioned bettors ahead of the Super Bowl to verify operators’ licensing status.
“Using an unlicensed betting service puts your personal information and your money at risk,”
he warned, urging residents to consult the IGB’s list of approved sportsbooks.
Bovada, which has faced similar regulatory action in multiple states, has already exited 17 U.S. markets, including neighboring Michigan and Tennessee.
PrizePicks, meanwhile, responded by announcing it would transition to peer-to-peer DFS contests in Illinois while working with lawmakers to clarify fantasy sports regulations.
“We are encouraged that legislators are considering a bill this session to clarify fantasy sports law and implement the taxes and regulations we’ve long advocated for,”
a company spokesperson stated.
Legislators Push for Stricter Oversight
Beyond enforcement actions, Illinois lawmakers are pushing a series of legislative measures aimed at tightening online betting regulations. Senator Bill Cunningham has introduced two bills — SB 2398 and SB 2399 — targeting artificial intelligence use and deposit limits.
SB 2398 seeks to prohibit Illinois betting apps from leveraging AI to track betting behaviors and personalize promotions, while SB 2399 would cap daily deposits at five per user and require affordability checks for transactions exceeding $1,000 in a day or $10,000 in a month. The latter measure would also ban credit card deposits.
These proposals mirror elements of the federal SAFE Bet Act, which faced industry-wide pushback when introduced last year. While their passage remains uncertain, the bills reflect growing momentum toward increased regulation of Illinois’ sports betting landscape.
As Illinois continues to refine its sports betting framework, the state remains a focal point for both expansion and enforcement.
Whether through new market entrants, regulatory crackdowns, or legislative reforms, the industry is undergoing a significant transformation — one that will shape the future of sports wagering in the state.
