Game development is entering a new era—one where AI agents aren’t just enhancing graphics but rewriting how games are built, marketed, and discovered. Riding that wave is Sett, a Tel Aviv-based startup that just emerged from stealth with $27 million in funding to redefine mobile game creation using AI.
The company quietly launched in 2022 and has already secured a powerful client roster, including Zynga, Scopely, Playtika, Unity, Rovio, SuperPlay, and more. It now steps into the spotlight backed by investors who believe Sett’s AI technology can streamline how games are produced and promoted at scale.
The funding came in two stages. A $15 million Series A was led by Bessemer Venture Partners, with participation from Saga VC, Vgames, and Arcadia Gaming Advisors, led by Tripledot co-founder Akin Babayigit. Before that, Sett had quietly raised a $12 million seed round from Bessemer, F2, and several gaming industry angels.
Tackling Mobile Gaming’s Biggest Bottleneck
Sett’s founders, CEO Amit Carmi and CTO Yoni Blumenfeld, are zeroing in on one of mobile gaming’s most costly pain points: marketing and discovery. According to research by AppsFlyer, the industry spends nearly $29 billion annually just to generate about $100 billion in revenue—much of that sunk into expensive, user acquisition strategies.
Sett flips that equation with AI-powered agents that build “playable ads” and interactive creative content directly from the aesthetics and mechanics of a game. These experiences, often designed manually at great cost, can now be generated up to 15 times faster and 25 times cheaper using Sett’s system.
Rather than tracking users the old-fashioned way (a method constrained by Apple’s recent privacy changes), Sett focuses on performance-based creativity—game snippets and interactive previews that entice players without breaching data boundaries.
Building the Future of AI-Driven Games
The startup’s ambition doesn’t stop at marketing. Sett’s internal game engine and agentic layer were designed with flexibility in mind. The AI generates actual code, which could, in the long run, expand into building entire game elements autonomously. While they’re currently focused on marketing and in-game content generation, Sett’s tech stack hints at a broader future—possibly automating deeper levels of game development.
And the timing couldn’t be better. The industry is watching AppLovin, a Sett competitor, offload its gaming studio assets to Tripledot for $800 million, just as it pivots to focus more on AI-driven advertising tools. The playbook is clear: build game assets to train AI, then use the models to scale more lucrative services like ad tech. Sett, however, is already a step ahead with a product that aims to support over 100 game studios currently on its waitlist.
The Human Element in a Machine-Driven Future
Even as AI becomes embedded in every stage of game production, Sett’s backers insist it’s not about replacing humans. “To compete in mobile gaming, the smallest design details matter,” Babayigit noted. AI can streamline content creation, but expert game design still requires human intuition.
Still, the advantages are hard to ignore. Sett offers a powerful AI agent for game developers seeking speed, affordability, and differentiation in a saturated marketplace. With marketing costs rising and discovery getting harder, automating creative workflows might just be the edge studios need.
Sett isn’t just betting on AI—it’s betting on a new creative infrastructure for the gaming industry, one that could ultimately level the playing field for emerging studios while giving established giants a way to scale smarter.
