Gambly and Unabated merge to strengthen betting tool tech stack

Gambly and Unabated are merging to form Gambly Ventures, Inc., combining Gambly’s AI-powered betslip technology with Unabated’s professional betting analytics platform. The deal brings together two of the most prominent tools in the sports betting ecosystem—one focused on simplifying bet placement for casual bettors, and the other known for its data-driven tools used by more advanced players.

Under the new structure, Gambly co-founder Cal Spears will serve as CEO of the combined entity, while Unabated CEO Matt Snyder will step into the role of CTO. Both companies will continue operating their existing platforms under separate brands while sharing core infrastructure around data ingestion, odds mapping, and product development.

Spears described the combination as a natural evolution of a partnership that had already been in place for years.

“This is a very natural match,” Spears said on the BettingStartups Podcast. “Unabated’s actually been on the Gambly cap table since day one. We've been working closely with them through various projects… and at one point, their lawyer actually just suggested, ‘you know, you guys are getting so intertwined you may as well just merge the products.’”

The merger connects two complementary sides of the betting tools market. Gambly focuses on helping users move quickly from the idea of a wager to an actual bet, using natural language prompts, deep-linked bet slips, and integrations across sportsbooks. Meanwhile, Unabated has built a reputation among sharp bettors for its premium analytics suite—including simulators, calculators, and real-time market analysis.

For Gambly, one of the biggest motivations behind the deal was gaining deeper control over the data infrastructure that powers its product. Spears pointed to Unabated’s data ingestion and market-mapping capabilities as a key advantage as betting markets expand into new categories.

“Where there will be immediate investment will be in the data ingestion, which is particularly important right now with prediction markets expanding rapidly,” Spears said. “There’s a very dynamic, rapidly unfolding world that we need to make sure we’re positioned for.”

The combined company will maintain separate product strategies. Gambly will continue building AI-driven tools designed to help bettors quickly generate and place wagers, while Unabated will remain focused on subscription-based analytics for more sophisticated bettors.

Long before this merger, Spears was already framing Gambly less as a traditional affiliate play and more as infrastructure built around bet execution itself. On Gambly’s launch-day appearance on the Betting Startups Podcast in 2024, he said, “I think that if this is tracked well and attributed well, that there's a potential to start getting paid on bet slips.” In hindsight, that comment feels telling: the merger with Unabated gives Gambly more of the data, mapping, and ingestion backbone needed to support that vision at greater scale, especially as sportsbooks and prediction-style markets become more complex.

The deal also reflects a broader shift in the sports betting ecosystem toward tools that sit between sportsbooks and bettors—helping users research, analyze, and execute wagers more efficiently.

Gambly’s rapid growth over the past 18 months highlights the demand for those kinds of tools. Spears said the company’s biggest traction has come from bettors looking to quickly replicate wagers they see on social media or from influencers.

“The idea of just taking something that you see and quickly getting a bet slip from it is where we got massive traction,” Spears said of a product launch in February which allowed users to tail bets from Twitter and Discord. “It’s just full of influencers that create oftentimes 10, 15-leg parlays that have a voracious following [and] voracious appetite to follow these bets.” 

The merger also comes at a moment when the betting landscape itself may be entering another period of expansion. Spears pointed to the emergence of prediction markets and new speculation products as a potential catalyst for growth across the affiliate and betting tools ecosystem.

“This feels like the opportunity could be the biggest that it's ever been for a sports betting affiliate,” Spears said, noting that new products and markets could unlock a wave of acquisition opportunities across the industry.

For Gambly Ventures, the thinking is that combining AI-driven betting interfaces with deeper data infrastructure will position the company at the center of how bettors interact with an increasingly complex wagering ecosystem.

Listen to the full podcast on YouTube, Spotify, and Apple Podcasts.