Sett Raises $27M to Power Mobile Game Development with AI Agents
Looking for how AI is transforming mobile game development and marketing? Sett, a startup specializing in AI agents for the gaming industry, has officially emerged from stealth with a massive $27 million funding round. Founded in 2022, this Tel Aviv-based company is now working with leading studios like Zynga, Unity, Scopely, and Playtika to revolutionize how games are built and promoted. If you're curious about AI-driven game marketing, mobile game monetization strategies, or the future of interactive ads, Sett is a name you’ll want to remember.
A New Era for AI in Mobile Gaming
Games have historically driven tech innovation, from the rise of GPUs to today's AI-powered ecosystems. Sett continues that tradition, leveraging cutting-edge AI to solve one of mobile gaming’s biggest pain points: getting noticed in a crowded market. According to CEO Amit Carmi, while it's easier than ever to build a mobile game, making it successful remains an enormous challenge. That's where Sett’s AI agents step in — making user acquisition marketing faster, smarter, and dramatically more cost-effective.
Backed by Top Investors to Drive Growth
Sett’s funding was split into two significant tranches: a $12 million seed round and a $15 million Series A led by Bessemer Venture Partners. Other key investors include Saga VC, vgames, F2 Venture Capital, and Arcadia Gaming Advisors’ founder Akin Babayigit — a veteran in scaling gaming giants like Tripledot. Notably, this influx of capital will help Sett expand its engineering and AI teams to support a growing waiting list of over 100 gaming studios eager to adopt its technology.
AI-Generated Playable Ads: The Future of User Acquisition
With user-level ad tracking on iOS becoming obsolete, mobile marketing has shifted towards creative ad content — interactive, playable experiences that simulate the actual game. However, producing these ads has traditionally been expensive and time-consuming. Sett’s AI offers a game-changing solution by creating these assets 15 times faster and 25 times cheaper than traditional methods. By automating the creation of playable ads and in-game content, Sett enables publishers to maximize game monetization, improve user acquisition efficiency, and drastically lower cost-per-install (CPI) rates.
The Competitive Landscape: How Sett Stacks Up
Interestingly, Sett’s emergence coincides with major industry shifts. Competitor AppLovin is currently selling its game studio assets to Tripledot for $800 million, signaling a strategic pivot towards AI ad tech. AppLovin’s experience confirms Sett’s thesis: that AI-driven marketing tools represent a booming market opportunity. AppLovin’s $103 billion market cap and heavy investment in AI-created ads through platforms like SparkLabs validate the massive demand Sett aims to capture.
Will AI Dominate Game Development?
The debate continues about how far AI should be integrated into creative industries. Sett’s vision, however, is pragmatic. Rather than replacing human creativity, its technology aims to augment game development and marketing, not fully automate it. CTO Yoni Blumenfeld and CEO Amit Carmi emphasize building an AI engine capable of generating both marketing content and in-game experiences — opening the door for even broader applications in the future without diluting the human element crucial to great gaming.
A Vision Beyond Just Marketing
While Sett’s initial focus is streamlining marketing, the broader ambition is much larger. By creating a modular, agentic layer that can generate code and adapt to different aspects of game development, Sett positions itself at the heart of the future game tech stack. Whether it's developing better game engines or enhancing player engagement, Sett is preparing for a world where AI agents are indispensable partners in the creative process.
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