Based on a small sample of highly successful teams, past studies suggested that shot selection (two- vs. three-point field goals) in basketball corresponds to predictions of the generalized matching law. We examined the generality of this finding by evaluating shot selection of college (Study 1) and professional (Study 3) players. The matching law accounted for the majority of variance in shot selection, with undermatching and a bias for taking three-point shots. Shot-selection matching varied systematically for players who (a) were members of successful versus unsuccessful teams, (b) competed at different levels of collegiate play, and (c) served as regulars versus substitutes (Study 2). These findings suggest that the matching law is a robust descriptor of basketball shot selection, although the mechanism that produces matching is unknown.