Sett Raises $27M to Automate Mobile Game Marketing with AI
using autonomous AI agents.
TAGS: AI, Gaming, Startups, Venture Capital, Sett
CONTEUDO:
Sett, a Tel Aviv-based startup developing AI agents for the mobile gaming industry, has officially exited stealth mode with $27 million in total funding. The company aims to address the high costs and technical hurdles associated with user acquisition by automating the creation of interactive marketing content.
The capital was secured across two rounds: a $15 million Series A led by Bessemer Venture Partners, and an earlier $12 million seed round. Additional participants include Saga VC, vgames, F2 Venture Capital, and Arcadia Gaming Advisors, led by Akin Babayigit.
Solving the Visibility Crisis
Founded in 2022 by CEO Amit Carmi and CTO Yoni Blumenfeld, Sett focuses on a critical friction point for mobile developers: the difficulty of getting new titles noticed in a saturated market. With research from AppsFlyer indicating that the industry spends roughly $29 billion on marketing to generate $100 billion in revenue, the cost of customer acquisition has become a primary barrier to entry.
Sett’s technology generates “playable” ads—interactive snippets that mirror the game’s aesthetics—significantly faster and more affordably than traditional manual production. The company claims its platform can execute these tasks 15 times faster and 25 times cheaper than human-led workflows.
The startup has already gained traction with major industry players, including:
- Zynga
- Scopely
- Playtika
- SuperPlay
- Rovio
- Plarium
- Candivore
- Unity
Strategic Growth and Market Context
Despite being in “stealth” for years, Sett reports a waiting list of over 100 gaming studios. The newly acquired funds will be directed toward expanding the team with additional engineers and AI specialists to meet this demand.
The move comes as the broader gaming landscape undergoes a shift. Competitor AppLovin, for instance, is offloading its internal gaming studios for $800 million to Tripledot. This divestment highlights a trend where companies are pivoting away from game development to prioritize the AI models and ad-tech networks that power user acquisition.
Regarding the role of automation in game design, Carmi maintains that the goal is not to replace human creativity entirely, but to solve specific, labor-intensive bottlenecks. “I don’t think the genesis is to replace ‘all aspects’ of game design and execution,” noted investor Akin Babayigit. He added that while the bar for quality in gaming remains extremely high, the Sett team has the technical foundation to successfully automate key segments of production and distribution.
Looking ahead, Sett plans to integrate its agentic layer further into the game development process itself, extending its capabilities beyond marketing content to include in-game assets.