Good morning, features editor Matt Heimer here, subbing for Alexei.
Like millions of other sports fans, I spent the weekend celebrating the sacred rites of March Madness. In keeping with tradition, that meant losing my mind over
dramatic moments like this, choosing a doomed underdog in whom to over-invest emotionally (I’ll miss you,
LeBron Frames), and eating nachos for dinner on purpose.
What I didn’t do was bet on the games—and in the era of the smartphone sports-betting app, that makes me an outlier. The American Gaming Association estimates that
hoops fans will wager $3.3 billion this year on the men’s and women’s NCAA basketball tournaments, up 54% since 2023. And that’s just counting legal, state-regulated gambling; throw in countless office pools, some 36 million online brackets, and the legal gray area of prediction markets like Kalshi and Polymarket, and the total easily climbs above $10 billion.
The three twenty-something finance guys sweating out Michigan’s first-round win on Thursday night (trust me, it was close for a while) at the table next to mine in a Manhattan Irish pub clearly had skin in the game. They were also glued to their phones. Sportsbook apps like the ones they were using—think
DraftKings, or Flutter Entertainment’s FanDuel—have made betting both easy and “sticky,” using algorithm-driven, personalized pitches to push more wagering options out to their power users. Those apps represent an unusually potent combination of tech’s tools of enticement: the dopamine hits of online engagement, the wave of beguiling customized buying opportunities, and of course, the timeless exhilaration of the occasional win.
Like every great vice, betting on sports is a thrill until it becomes a problem. Studies suggest
gambling addiction numbers have risen steadily as online betting has gotten more popular, and powerful tech is as always a double-edged sword, multiplying both the excitement and the perils.
As for me, I’ve got an addictive personality and an affinity for lost causes, so I’m staying off the apps and saving my money for next weekend’s nachos.
Matt Heimer@MatthewHeimer
matt.heimer@fortune.com
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