Last Updated: 7 May 2025
Agentic AI platform Sett has exited stealth mode with a $15 million Series A round, bringing its total funding to $27 million. Bessemer Venture Partners led the round, with Saga VC, F2 Venture Capital, VGames, and Akin Babayigit of Arcadia Gaming Advisors (Tripledot) also joining.
The new capital builds on a previously unannounced $12 million seed round backed by F2, Bessemer, and a group of gaming industry angels. Sett is already partnering with top-tier gaming studios including Playtika, SuperPlay, Candivore, and Cyplay, and plans to double its team by the end of 2025, focusing on AI and engineering talent in Israel.
Sett enters a market in flux. Since Apple’s IDFA privacy changes, mobile game studios can no longer depend on user-level tracking to fuel growth. Instead, creative content has become a major differentiator in a $100 billion market.
The pressure is only growing. By 2030, the global gaming industry is projected to reach up to $250 billion. User acquisition costs keep climbing, with mobile developers spending $29 billion on ads in 2023 alone. Studios are under pressure to generate content that's not only faster to produce, but also better tailored to engage specific audiences.
Sett’s platform helps gaming companies generate marketing and in-game content—such as video ads and mini-games—quickly and at scale. What makes the technology different is its foundation: the AI is trained on real-world campaign data, competitor activity, and audience behavior.
The result? Content that’s not just relevant, but tested and optimized to perform. According to Sett, its approach helps studios cut creative production time by 15x and costs by 25x.
Instead of producing dozens of similar ad variations, Sett's system explores completely different creative directions and narrows in on winners. This high-variability method allows for more strategic iteration, making it easier for studios to identify concepts that actually convert.
"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
Sett was founded in 2022 by Amit Carmi (CEO) and Yoni Blumenfeld (CTO). The Tel Aviv-based company has grown rapidly, claiming 10x growth in one year, driven entirely by word of mouth.
"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
Investors see the potential. “In all my years of operating and investing in companies, I have rarely seen such a no-brainer product,” said Akin Babayigit of Arcadia Gaming Advisors. “What’s more, the team is truly world-class.”
“Sett has quickly emerged as the leading Agentic AI platform for the gaming vertical,” said Ariel Sterman of Bessemer Venture Partners. “Under Amit and Yoni’s leadership, Sett is demonstrating the overwhelming business impact of Agentic workflows—across marketing, creative, product, and monetization.”
CMOs are also paying attention. “It’s not just about the high volume of creatives Sett provides,” said Noga Laron, CMO of SuperPlay. “It’s their ability to explore new directions and consistently uncover winning concepts—that’s what really makes the difference.”
