March Madness 2026 Betting Surge Driven by Loyal Players, Not New Signups
Event summary
- Optimove analyzed betting behavior of 3.1 million US sports bettors during March Madness 2026, finding 97% of depositing players were existing customers.
- Betting activity surged 60% during the first and second rounds, with only 3% of depositors being new players.
- Optimove recommends sportsbook operators focus on retention strategies rather than acquisition during March Madness.
- The analysis covered betting activity from Selection Sunday (March 15) through March 29, 2026.
The big picture
The data from March Madness 2026 highlights a significant shift in the sports betting industry, where the focus is moving from acquiring new customers to retaining and engaging existing ones. This trend is driven by the high loyalty of bettors and the predictable surge in betting activity during major tournaments. Optimove's Positionless Marketing platform aims to empower marketers to execute personalized campaigns efficiently, which could become a key differentiator in the competitive sports betting market.
What we're watching
- Retention Strategies
- How sportsbook operators will adapt their marketing strategies to focus on retaining existing loyal players.
- Personalized Promotions
- Whether personalized promotions and loyalty rewards will drive higher engagement and betting volumes among existing customers.
- New Customer Acquisition
- The pace at which sportsbook operators will balance retention efforts with new customer acquisition strategies.