Sett raises $15M Series A to help mobile games win with AI-powered storytelling
The Israeli company offers studios scalable tools for content creation and player engagement.
In the wake of Apple’s crackdown on personal data tracking, mobile gaming studios are grappling with a dilemma: how to sustain user growth in a market where behavioral targeting has lost much of its edge. One Israeli startup, Sett, is betting that the answer lies not in better data—but in better content.
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Sett announced Tuesday that it has raised a $15 million Series A round led by Bessemer Venture Partners, with participation from Saga VC, F2 Venture Capital, Vgames, and Akin Babayigit, co-founder of gaming powerhouse Tripledot Studios. The new round brings Sett’s total funding to $27 million and marks its public emergence from stealth mode.
Founded in 2022 by Amit Carmi and Yoni Blumenfeld, both alumni of Israel’s elite intelligence Unit 8200, Sett offers what it calls an “Agentic AI” platform—a suite of tools that automates the creation of marketing assets and in-game content for mobile games. But unlike traditional AI content generators, Sett’s platform learns from live campaign data, competitor behavior, and consumer interaction patterns to generate content that performs well in both acquisition and retention contexts.
Mobile game studios spent $29 billion on user acquisition ads in 2023, a number that is projected to rise in parallel with the industry's anticipated growth to $180–250 billion in annual revenue by 2030, according to internal industry estimates. But following Apple’s 2021 decision to restrict IDFA (Identifier for Advertisers), many studios have found themselves flying blind. Without granular tracking, their ability to target individual users has plummeted—placing an outsized premium on creative content to differentiate games and attract users.
“Mobile gaming is one of the most competitive and fast-moving industries,” said Carmi, co-founder and CEO of Sett. “With rising CPIs and endless copycats, building a game is easier than ever, but making it profitable and scalable is a different story.”
Sett’s platform allows studios to generate personalized video ads, in-game assets, and even mini-games tailored to different audiences. Its core innovation lies in variability: while many creative automation tools offer near-identical permutations of the same template, Sett’s AI produces entirely distinct creative directions, then tests them to identify high-performing outliers.
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“The key to success is unique content at every stage, from acquisition to monetization,” said Blumenfeld, CTO and co-founder of Sett. “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.”
The mobile gaming sector has become a high-stakes battleground for player attention. As more studios chase the same user base with similar game mechanics and monetization models, the ability to produce fast, fresh, and effective content has become a critical differentiator. Sett claims that its platform can cut production time by 90% and reduce creative costs by up to 25-fold—a potentially transformative leap in a business where margins are shrinking.
The company has already onboarded a string of high-profile clients, including Zynga, Playtika, SuperPlay, Rovio, Candivore, and Unity. It plans to double its team by the end of 2025, focusing heavily on AI engineering talent in Israel.
