March Madness Drives iGaming Growth, Says Media Troopers
Media Troopers has reported a surge in activity across iGaming and sports betting channels during the 2026 NCAA March Madness tournament, highlighting strong performance in regulated U.S. markets.
The tournament, which ended with the Michigan Wolverines securing a 69–63 victory over the Connecticut Huskies in the national championship game, once again proved to be a key period for player engagement. According to the company, traffic levels and conversion rates remained consistently high throughout the multi-week event.
Early indicators suggest this year delivered one of Media Troopers’ strongest March Madness performances, with sustained user interaction driven by the tournament’s structure. The format, featuring multiple rounds and frequent matchups, provides ongoing opportunities for bettors to engage across a wide range of markets.
Industry figures from the American Gaming Association estimate that total betting handle for the tournament reached approximately $3.3 billion (£2.43 billion) across regulated U.S. operators, many of which work with Media Troopers.
Consistent Engagement Across the Tournament
The company noted that this volume translated into steady activity from both new and returning users, with bettors placing wagers throughout the tournament schedule.
Media Troopers also pointed to continued regulatory expansion in the U.S. as a factor supporting higher participation levels during major sporting events. As more states adopt legal frameworks for iGaming and sports betting, access to regulated platforms has increased.
March Madness continues to serve as a major driver of both acquisition and retention, supported by its scale and the frequency of games across the competition.
Shmulik Segal, CEO of Media Troopers, said: “While the Super Bowl stands out as a single peak event, March Madness delivers sustained engagement over several weeks and this year’s growth reflects that difference.
“The tournament structure encourages ongoing interaction, with users returning regularly as outcomes and betting opportunities evolve.”
A Different Type of Growth Opportunity
Segal added that the tournament’s strength lies in repeated user engagement rather than a single spike in activity.
“Players are not limited to one moment of participation. Each round creates new scenarios, encouraging continued involvement across the entire event.
“From an operator perspective, this makes March Madness particularly valuable, as it supports both user acquisition and long-term engagement. Where the Super Bowl offers reach, March Madness offers depth.”
