Regulation of Wisconsin Sports Betting Increases

At least one Wisconsin sports betting operator is looking to beef up its regulatory practices.

Could this potentially be a sign that sportsbooks in Wisconsin are anticipating imminent gambling expansion? The question is floating around after this recent news.

Sevenwinds Casino, located in Hayward, Wisconsin, is among those licensed to provide on-site sports betting services inside The Badger State. They recently announced a partnership with Integrity Compliance 360 (IC360), which describes themselves as a “leading global technology and consultancy firm specializing in comprehensive integrity and compliance solutions.”

The deal is aimed at increasing Sevenwinds’ ability to regulate sports betting in Wisconsin. It will reportedly improve the casino’s capacity to detect suspicious transaction patterns, among other things.

It may also signal other developments to come.

Details on Wisconsin Sports Betting Deal Between Sevenwinds Casino and IC360

Rege Behe of CDC Gaming has the full details from the recent news:

“Integrity Compliance 360 Tuesday announced a partnership with Sevenwinds Casino in Hayward, Wisconsin. The casino is owned by the Lac Courte Oreilles Band of Lake Superior Chippewa Indians. Per the agreement, Sevenwinds Casino will implement IC360’s integrity-monitoring dashboard technology that provides real-time alerts for suspicious wagering activity. ‘Sevenwinds Casino, Lodge & Conference Center is excited to be working with IC360 to introduce sports betting as a new amenity for our guests,’ said Sevenwinds Casino Sports Book Manager Virgil Quaderer in a statement. ‘The collaboration with IC360 enhances the casino’s offerings, while providing integrity for our sports enthusiasts.’

“IC360’s system is bolstered by a team of analysts, who conduct 24/7 due diligence to identify and investigate anomalies. ‘Our partners in this space are committed to raising and achieving the highest level of integrity in the market,” said IC360 COO Scott Sadin. “We’ll provide Sevenwinds Casino with technology that will increase the safety and transparency of their operations and customers.”

The Lac Courte Oreilles Band of Lake Superior Chippewa Indians are not new to the Wisconsin sports betting mix. Their gaming compact with the state was signed back in 2022. That makes this move significant.

More than anything, it might speak to the continued rising popularity of sports betting in the United States. With every uptick in volume comes more risk—the potential for suspicious wagers. Wisconsin is somewhat insulated against the larger-scale issues. They do not offer online sports betting off tribal properties.

However, this does not make them immune to scandals. Roughly one year ago, a Wisconsin teen previously pleaded guilty to hacking sportsbooks. The NCAA has also needed to issue reminders to athletes in The Badger State reiterating their anti-gambling policies.

Does This Partnership Signal Anything Else About the Future of Sports Betting in The Badger State?

Sevenwinds’ partnership with IC360 seems primarily aimed at sussing out the problematic transactions and risks described above. And at least for now, that has to be the most notable goal.

Still, many believe that Wisconsin online sports betting is an inevitability. Consider what Potawatomi Casino Hotel’s CEO, Dominic Ortiz, said earlier this year: “Look, the digital front’s going to come whether I like it or not. For me, the longest runway I could get would be great. I will tell you it’s an inevitable future.”

Granted, the timeline for online sports betting in Wisconsin remains hazy. There is a clear demand for it from consumers, many of whom cross state lines for more flexibility when placing wagers. A handful of policymakers have broached the subject, too.

Tribal operators will obviously hope to delay for as long as possible. Even if they partner with top online sportsbooks in the United States, the shift to mobile wagering will adversely impact their brick-and-mortar business model.

As Ortiz acknowledges, though, casinos in Wisconsin are going to play the game. And if they are eventually going to offer Wisconsin sports betting online, they will need broader, higher-tech regulatory practices. After all, it is easier for sports bettors online to engage in illegal activity. The barrier for entry is lower, and there is a perceived anonymity that you don’t get when visiting a kiosk or cashier.

To that end, Sevenwinds may be positioning itself to effectively handle the future of Wisconsin sports betting. Should we soon expect more casinos to do the same?

Will More Sports Betting Operators in Wisconsin Follow Sevenwinds’ Lead?

This question is tough to answer. While we do not know of any similar partnerships, other casino operators may have deals with contemporary tech firms. If they do not already, though, it would not surprise us to see more of these announcements in the future.

More clarity could come early next year. The Wisconsin state legislature is scheduled to meet beginning on January 6, 2025. The eventual expansion of sports betting could feasibly wind up on the agenda.

If during those discussions, it becomes clear the state wants to push for online elements in the near future, Wisconsin sportsbooks and casinos will likely prepare accordingly. This process will include more sports betting app developments and improvements. But it will almost assuredly feature attempts to get out in front of the additional regulation online offerings require.

For now, we know that the Sevenwinds Casino is equipping itself to monitor both the current and future Wisconsin sports market. If and when their peers start to follow, it may be a harbinger of imminent sports betting inside The Badger State.

Take a look at this list of the top online sportsbooks so you can find one that works for all of your sports betting needs: