According to the American Gaming Association, the industry will be hit by losses up to $43.5 billion in economic activity in the following months. Some projection was that the sports gambling industry may lose $140 million alone in the fourth weekend of March (21–22 March 2020) on lost NCAA basketball tournament bets.[99] Gambling companies are eager to shift customers from retail into online casino and poker games in order to fight the loss of revenue due to the cancellation of sports fixtures and the shutdown of betting shops. Gambling groups increased the advertising of online casino games and play on social media.