March Madness 2025 betting trends reveal record sign-ups and spending spikes
A new study has revealed key trends in sports betting during the 2025 NCAA basketball tournament. The research, conducted by Optimove, analysed over 34.5 million bets from more than one million players. It found that the first two rounds of March Madness drove the highest number of new customers for betting platforms.
The report, titled *March Madness 2026 – A Data-Driven Blueprint for Sportsbook Operators*, also highlighted which stages of the tournament attract the most engaged bettors. Industry projections suggest this year's finals could see a record $4 billion in wagers.
DraftKings and FanDuel saw their biggest surge in new sign-ups during the opening rounds of the 2025 men's and women's tournaments. According to the study, half of all first-time depositors registered within the first 35% of the schedule. This early window proved crucial for operators looking to maximise customer acquisition.
Beyond new sign-ups, the research identified which bettors stayed active the longest. Players who joined on Selection Sunday or Championship Day showed the highest retention, with six-month rates of 92% and 83% respectively. These stages also correlated with stronger long-term engagement. The study further broke down betting habits by frequency. Players who wagered across ten or more days spent 269% more per day than those who bet on just a single day. This pattern suggests that sustained participation leads to significantly higher spending. Industry analyst H2 Gambling Capital expects the 2026 finals to continue the upward trend. With total wagers on the men's and women's championships forecast to hit $4 billion, operators are now refining strategies based on last year's data. The focus remains on early-round promotions to capture new users and boost long-term profits.
The findings confirm that the first two rounds of March Madness are critical for betting platforms to attract and retain customers. Operators like DraftKings and FanDuel have already used this data to shape their 2026 campaigns. With projections pointing to record-breaking wagers, the study provides a clear roadmap for maximising returns during the tournament.
