Media Troopers has reported increased activity across iGaming and sports betting channels during the 2026 NCAA March Madness tournament, citing strong performance in US-regulated markets.
The iGaming and customer acquisition group noted that the multi-week tournament, which concluded with the Michigan Wolverines defeating the Connecticut Huskies 69–63 in the national championship game, continued to act as a key engagement period for licensed operators.
According to Media Troopers, early data indicate one of its strongest March Madness performances to date across the iGaming sector, supported by sustained traffic and conversion rates throughout the tournament.
The company attributed this to the event’s structure, which provides repeated opportunities for user engagement across multiple games and betting markets.
Industry estimates from the American Gaming Association suggest that total handle for this year’s tournament reached approximately US$3.3 billion (£2.43bn) across regulated US operators, many of which are part of Media Troopers’ client network.
Engagement
The iGaming marketing group stated that this volume was reflected in consistent user activity, with both new and returning customers placing wagers across the college basketball schedule.
Media Troopers also highlighted the role of ongoing regulatory expansion in the U.S., noting that the growth of licensed iGaming and sports betting markets has contributed to increased participation during major sporting events.
March Madness remains a significant driver of acquisition and engagement within the regulated iGaming landscape, particularly due to its scale and frequency of fixtures, affirmed MediaTroopers.
“Everyone talks about the Super Bowl as the peak moment, and in terms of a single event, that’s true,” said Media Troopers CEO, Shmulik Segal.
“But March Madness betting has always been different, and we can see it by the exponential growth this year.
“Unlike the Super Bowl which peaks over one night, March Madness delivers scale over time. You’re not looking at one spike, you’re looking at consistent, high-intent engagement for weeks.”
Frequency and Depth
Added Segal: “What made this March Madness so powerful was frequency.
“Users are not just placing one bet. The predictions, odds, and results create a new reality every day. So bettors are coming back day after day, round after round. From an acquisition and retention perspective, that’s incredibly valuable.”
“If the Super Bowl is about reach, March Madness is about depth,” said Segal.
“And for operators focused on sustainable growth, that depth is where the real opportunity lies.”
