AI-Powered Mobile Game Marketing Startup Sett Raises 27 Million

The evolution of graphics processing units (GPUs) began with gaming in the 1990s, and today, artificial intelligence (AI) powered by GPUs is reshaping the video game industry. A prime example is Sett, a Tel Aviv-based startup that recently emerged from stealth mode after securing $27 million in funding to develop AI agents that build and run mobile games, focusing primarily on marketing and user acquisition.

Founded in 2022 by CEO Amit Carmi and CTO Yoni Blumenfeld, Sett has quietly refined its product and cultivated a customer base that includes major gaming studios such as Zynga, Scopely, Playtika, and Unity. The company’s core mission is to tackle one of the mobile gaming industry's biggest challenges: standing out in an oversaturated market where there are more games than players.

Mobile game publishers spend billions on user acquisition, but traditional marketing methods are costly and time-consuming. Sett’s AI-powered solution automates the creation of “playable” ads and interactive marketing content that reflect the game’s aesthetics, making these campaigns 15 times faster and 25 times cheaper to produce. This approach leverages AI to generate creative content that attracts and retains users without the extensive manual effort previously required.

The shift away from extensive user-level tracking on platforms like iOS has increased the importance of creative, engaging marketing content. Sett’s AI agents focus on generating these interactive moments within games and marketing streams, creating immersive experiences that encourage users to try and continue playing new games. This innovation addresses the high cost and complexity of producing effective marketing content in a fiercely competitive industry.

Investors recognize Sett’s potential, with $27 million raised across seed and Series A rounds led by Bessemer Venture Partners and supported by gaming-focused VCs and industry leaders. This funding will enable Sett to expand its engineering and AI teams to onboard over 100 gaming studios currently on its waiting list, accelerating the adoption of AI-driven marketing solutions in mobile gaming.

Beyond marketing, Sett’s technology is designed with a flexible game engine and agentic layer that can generate code, positioning the company to potentially expand into in-game content creation. While the current focus is on marketing, the founders envision a future where AI agents could assist with broader aspects of game development, enhancing efficiency and creativity without replacing the nuanced human touch essential for high-quality game design.

Sett’s emergence highlights a growing trend where AI is not only powering game graphics and mechanics but also revolutionizing how games are marketed and monetized. As the mobile gaming market becomes increasingly crowded, AI-driven creative content offers a strategic advantage by reducing costs and speeding up time-to-market for compelling user acquisition campaigns.

This innovation also reflects broader industry movements, such as AppLovin’s recent sale of gaming assets to Tripledot, underscoring the value of AI-trained models in game marketing. As AI continues to mature, startups like Sett are poised to redefine competitive dynamics by automating complex creative processes and enabling studios to focus on delivering engaging gameplay experiences.

While questions remain about the extent to which AI can or should replace human creativity in game design, Sett’s approach demonstrates a balanced integration of AI to enhance marketing efficiency without compromising the intricate details that make games successful. This positions Sett as a key player in the intersection of AI and mobile gaming, offering scalable solutions that address real industry pain points.