A Rebound with a Catch
March 2026 marked a strong recovery for the US online gaming sector. Key performance indicators like deposit levels, casino betting, and sports betting all trended higher after a dip in February. But a closer look at the data reveals a critical weakness beneath the surface. According to the latest US Online Gaming Performance Index, the surge in spending was accompanied by a concerning drop in player loyalty.
While sports betting activity, fueled by March Madness, saw a massive 27.3% month-over-month jump to an average of $937, per the Index, the underlying trend of player churn accelerated. This creates a complex picture for operators. They are attracting high-spending players, but are they keeping them?
Spending Soars, Loyalty Sours
The top-line numbers paint a rosy picture. In March, the average monthly deposit amount in the US reached an impressive $726, the Index reports. Average casino betting also ticked up from $5,903 to $6,663 per player, according to the data. These statistics confirm that US players spend significantly more than their global counterparts, whose 12-month trailing deposit average is just $229 compared to the US average of $587, based on the Index's findings.
But this is where the good news ends.
The weak spot is retention. US active customer retention, defined as the percentage of players active in one month who return to play in the next, dropped from 67% in February to 64% in March, the Index found. During the same period, the report notes that global retention actually improved from 72% to 74%. This divergence is stark.
It suggests US players are more transactional and less brand-loyal, perhaps hopping between platforms like Stake US and Zula Casino to capitalize on introductory offers rather than building a long-term relationship with a single site.
The report frames the US market as higher value but less stable. Players in the US deposit and bet more, yet the global market posts better consistency in activity, growth, and retention.
Furthermore, US players are logging in less often. The Index's data shows US players averaged 7.9 activity days in March, while the global player average was 9.4 days. Even growth in the player base tells a story of lagging engagement, with US casino bettor growth hitting 75% while the global rate reached 105%, according to the report.
The High-Value, Low-Loyalty Player Profile
This data forces operators to confront a difficult reality: the typical US player is valuable, but fleeting. Who benefits from this dynamic? Primarily, operators with massive marketing budgets geared toward constant acquisition. They can absorb the high churn rates by continually feeding new players into the top of the funnel.
For most others, it's a strategic nightmare. A platform like Sportzino or JefeBet cannot build a sustainable business if their highest-spending players leave after a few weeks. The cost of acquiring a new player is substantial, and if that player doesn't stick around long enough to become profitable, the business model breaks down. The money trail shows that profitability in the US market will depend on solving this retention puzzle.
This isn't just a casino problem. It's a boardroom-level concern for the parent companies that own and operate these platforms. They must now ask if their brands are built for quick transactions or long-term engagement. The answer has major implications for their stock value and long-term viability.
An operator's ability to convert a high-depositing new user into a loyal, frequent player is now the most critical metric for success in the US online gaming market.
Looking ahead, the challenge is clear. Companies must shift their focus from purely acquisition-based promotions to features that build community and reward loyalty. Without that pivot, they risk being caught in a costly, endless cycle of acquiring and losing the very players they need most.
