Sett, an Agentic AI platform for mobile gaming studios, announced it has emerged from stealth with a $15 million Series A funding round led by Bessemer Venture Partners, along with Saga VC, F2 Venture Capital, Vgames, and gaming mogul Akin Babayigit (Arcadia Gaming Advisors, Tripledot).
Launched in 2022 by Amit Carmi (CEO) and Yoni Blumenfeld (CTO), Sett addresses the rapidly expanding mobile gaming market. This latest funding round follows a $12 million seed round backed by F2 Venture Capital, Bessemer, and gaming industry leaders as angel investors, bringing Sett’s total funding to $27 million.
Value proposition: In a post-IDFA time, where Apple’s privacy changes have limited user-level tracking, gaming studios can no longer depend solely on targeting to acquire and retain users. Creative content has become the new and most important competitive edge, both in marketing and for in-game content. And to stay ahead, studios need to generate a constant stream of high-performing, tailored content quickly, cost-effectively, and at a massive scale, and it will only get harder over the coming years.
By 2030, the market is expected to double, reaching hundreds of billions of dollars. And mobile game developers spent $29 billion on user acquisition ads in 2023. This figure only increased last year, signaling the need for hyper-tailored marketing content to capture audiences’ attention. Most marketing and in-game content is created manually, a time-consuming and costly process that limits scalability and pace.
Sett’s Agentic AI platform: Sett’s Agentic AI platform enables gaming companies to generate diverse and data-driven video ads and in-game content at scale. And unlike its competitors, its AI is trained on data from live campaigns, competitor activity, and consumer trends, enabling it to produce creative assets optimized for performance and ROI. This includes high-performing video ads that maximize return on ad spend (ROAS) for mobile marketers’ user acquisition and personalized mini-games and in-game assets.
What differentiates Sett apart is its focus on high variability and its ability to introduce new creative concepts. While other solutions flood the market with similar variations of the same content, Sett’s AI iterates strategically, refining content to identify a few winning creatives out of drastically different options rather than hundreds of similar ones. By automating and optimizing the creation process’s performance, Sett helps gaming companies save 15 times the time and 25 times the costs associated with the manual production of creatives.
Customers: Sett is already working with top gaming companies, including Playtika, SuperPlay, Candivore, and Cyplay. And the company plans to double its team by the end of 2025, focusing on hiring the very best AI and engineering talent in Israel.
KEY QUOTES:
“Mobile gaming is one of the most competitive and fast-moving industries. With rising CPIs and endless copycats, building a game is easier than ever, but making it profitable and scalable is a different story.”
Amit Carmi, co-founder and CEO of Sett
“The key to success is unique content at every stage, from acquisition to monetization. Our AI agents help game studios do what was once impossible: create and optimize content dynamically so they can stay ahead in an ever-changing market. Growing over 10x in a year purely through word of mouth proves just how much the industry needs this.”
Yoni Blumenfeld, CTO and co-founder of Sett
“In all my years of operating and investing in companies, I have rarely seen such a no-brainer product. What’s more, the team is truly world-class, and Amit and Yoni are generational entrepreneurs. If you are running performance marketing, not using sett.ai is simply irrational.”
Akin Babayigit, founder of Arcadia Gaming Advisors
“Sett has quickly emerged as the leading Agentic AI platform for the Gaming vertical, a near-$200B industry even before the impact of AI. Under Amit and Yoni’s leadership, Sett is demonstrating the overwhelming business impact that cutting-edge Agentic workflows have on even the largest studios in the world – across marketing, creative, product, and monetization. We all believe that Vertical AI is the next frontier, but the speed of adoption and intensity of demand have been eye-opening as to just how big the market opportunity really is.”
Ariel Sterman, Managing Partner at Bessemer Venture Partners
“It’s not just about the high volume of creatives that Sett provides for our top games. It’s their ability to explore new directions and consistently uncover winning concepts to double down on, that’s what really makes the difference for us.”
Noga Laron, CMO of SuperPlay
