Tel Aviv, May 7, 2025 — In a bold move that’s set to reshape the future of mobile gaming, AI startup Sett has officially emerged from stealth mode with a $27 million funding haul. Focused on building AI agents to accelerate mobile game development and marketing, Sett is pioneering technology that could change how games are built, marketed, and played.
The funding was raised in two phases, with the latest $15 million Series A round led by Bessemer Venture Partners. Other participants included Saga VC, vgames, F2 Venture Capital, and gaming industry veteran Akin Babayigit — founder of Tripledot Studios and now head of Arcadia Gaming Advisors. Sett had previously secured $12 million in seed funding from F2, Bessemer, and several top gaming entrepreneurs as angel investors.
Since its founding in 2022, Sett has taken a methodical approach to product-market fit while cultivating an impressive early customer base. Its clientele already includes major studios like Zynga, Scopely, Playtika, SuperPlay, Rovio, Plarium, Candivore, and game engine giant Unity.
The startup, founded by CEO Amit Carmi and CTO Yoni Blumenfeld, is addressing one of the biggest bottlenecks in mobile gaming: how to stand out in a hyper-saturated market. With thousands of new games flooding app stores daily, acquiring users has become more competitive and costly than ever.
“Gaming is one of the most competitive industries on the planet,” Carmi shared in an interview. “While it’s relatively easy to build a game today, making one that succeeds is statistically near impossible.”
According to data from AppsFlyer, gaming companies collectively spend about $29 billion annually to capture $100 billion in revenue — much of it allocated to user acquisition campaigns. Sett’s AI agent platform tackles this head-on by creating interactive, ‘playable’ in-game marketing content 15 times faster and 25 times cheaper than conventional methods.
These AI-powered “playable ads” aren’t mere static banners; they immerse potential players in sample gameplay experiences directly within ad placements, dramatically improving conversion rates. Sett’s tools enable studios to generate creative content and campaign assets at a fraction of the time and cost typically required — a “no brainer,” according to Arcadia’s Babayigit.
Sett’s AI-driven platform has already attracted over 100 gaming studios onto its onboarding waitlist. With this new funding, the company plans to aggressively hire engineers, AI specialists, and expand its proprietary game engine and agentic infrastructure.
Interestingly, Sett’s launch coincides with a strategic industry move competitor AppLovin is reportedly selling its gaming studio assets to Tripledot Studios for $800 million — a move designed to streamline AppLovin’s focus on AI-powered ad and marketing services like SparkLabs. While AppLovin’s market cap has soared to $103 billion, its shift underscores the growing importance of AI in gaming’s marketing and monetization models.
The Future of AI in Gaming:
While the long-term implications of AI-driven automation in game development and marketing are still unfolding, Sett’s founders remain focused on enhancing — not replacing — the creative process.
“We believe there’s a bigger opportunity in connecting both marketing content and in-game experiences through AI,” Carmi added. “Our engine is built to eventually integrate AI-generated assets directly into games, unlocking new levels of personalization and engagement.”
For now, Sett’s priority remains on scaling its AI tools for mobile gaming marketing, an area where demand continues to outpace supply in terms of quality, affordability, and speed.
Arcadia’s Babayigit put it succinctly: “The bar for game quality is sky-high. Sett’s real technology advantage lies in its ability to automate parts of production and distribution without compromising on creative standards. If anyone can make this happen at scale, it’s them.”
About Sett:
Sett is an AI-powered platform for mobile game developers and publishers, enabling studios to build and market games faster and smarter. Its agentic AI solutions reduce the time and costs associated with marketing content creation by up to 25X while improving campaign conversion rates.
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