Published on: March 13, 2026, 08:10h.

Updated on: March 13, 2026, 08:10h.

• March Madness NCAA Men’s and Women’s Basketball Finals Kick Off Next Week
• Optimove Publishes Research on Betting Patterns for the Tournament
• Study Reviewed 34.5 Million Bets During the 2025 Tournament

Optimove, a leading platform for CRM and player engagement in the igaming and sports betting sectors, has introduced a comprehensive strategy aimed at enhancing marketing ROI for the upcoming March Madness NCAA Men’s and Women’s Basketball Finals.

Insights into March Madness Betting

The report titled March Madness 2026 – A Data-Driven Blueprint for Sportsbook Operators explores betting behaviors observed during the previous year’s tournament.

Last year marked a pivotal moment, with all four No. 1 seeds—Florida, Houston, Auburn, and Duke—advancing to the Final Four, a rare occurrence only seen once before in 2008. No. 1 Florida triumphed over No. 1 Houston in an impressive comeback, winning 65-63 in the championship round.

Analysis of Wagers from Over One Million Players

The research was conducted by Optimove Insights, the analytic and research division of Optimove. This platform empowers operators to tailor marketing strategies, enhance player retention, and maximize lifetime value through data-driven methodologies, AI, and real-time capabilities.

The study scrutinized over 34.5 million bets placed by more than one million players throughout March Madness 2025, commencing from Selection Sunday on March 16 and concluding with the championship on April 7.

$4 Billion Wagering Anticipated

The report covers trends in player acquisition, engagement rates, and long-term retention metrics across all phases of the tournament.

Notable findings indicate that early engagement is crucial—50% of all first-time depositors participate within the initial 35% of the tournament’s timeline. Retention proves just as essential; players who bet consistently over ten or more days wager 269% more per day compared to those betting on a single day.

Recent studies spotlight the immense scale of March Madness betting. According to H2 Gambling Capital’s data released this week, the sports betting handle for the NCAA Men’s and Women’s Basketball Finals is projected to reach $4 billion this year. While the Super Bowl continues to be the most heavily wagered single event in U.S. sports, with an estimated $1.4 billion in handle last month, March Madness remains the premier betting event on the U.S. sports calendar.

Overview of Tournament Events

On the men’s side, Selection Sunday occurs this weekend, followed by the First Four on March 17-18 and the First Round on March 19-20. The Second Round takes place on March 21-22, Sweet 16 on March 26-27, Elite Eight on March 28-29, with the Final Four set for April 4, and the NCAA Championship game on April 6 at Lucas Oil Stadium in Indianapolis.

For the women’s tournament, Selection Sunday is the same weekend. The First Four is scheduled for March 18-19, followed by the First Round on March 20-21, the Second Round on March 22-23, and the Sweet 16 on March 27-28. The Elite Eight will take place on March 29-30, culminating in the Final Four on April 3, and the NCAA Championship on April 5 at the Mortgage Matchup Center in Phoenix.

According to the study, Selection Sunday and Championship Day yield the highest caliber of bettors, boasting six-month retention rates of 92% and 83%, coming from just 17% of total first-time depositors, reveals Optimove.

Focus on Selection Sunday

The study also emphasizes the need for sportsbook operators to concentrate on the initial rounds as they account for 46% of all new players. Operators should identify and differentiate long-term betting prospects from casual bettors to optimize ROI.

“Every significant sports event tends to produce a three-tier player pool: loyal bettors at the top who require no prompting, one-time participants at the bottom, and the Moveable Middle in the center,” explains Pini Yakuel, CEO of Optimove.

“Bookmakers equipped with the right analytics will recognize these distinctions in real time. Robust marketing intelligence is essential to connect with target audiences instantly, and Positionless Marketers can pivot efficiently, having data, creativity, and optimization tools readily available at their disposal.

“They are empowered to engage the right players with tailored messages at precisely the right time.”