Tel Aviv-based startup Sett has officially emerged from stealth mode, announcing a total of $27 million in funding aimed at transforming mobile game development and marketing through artificial intelligence.
The company, founded in 2022 by CEO Amit Carmi and CTO Yoni Blumenfeld, has developed AI agents designed to streamline the creation and promotion of mobile games.
The funding was secured in two rounds: an initial $12 million seed round and a subsequent $15 million Series A. Investors include Bessemer Venture Partners, F2 Venture Capital, Arcadia Gaming Partners (led by Akin Babayigit), vgames, and Saga Ventures.
Addressing the Challenges in Mobile Game Marketing
Sett’s AI technology aims to tackle one of the most significant challenges in the mobile gaming industry: user acquisition. With the increasing difficulty of tracking users on platforms like iOS, traditional marketing strategies have become less effective. Sett’s solution focuses on generating “playable” ads and interactive marketing content that align with the game’s aesthetics, aiming to attract and retain users more efficiently.
Amit Carmi’s statement on TechCrunch:
“Gaming is one of the most competitive industries in the world. There are a lot of players, but you actually have more games than people. It’s pretty easy to build games, but almost impossible, statistically, to make a game that is successful.
We believe it’s actually a bigger opportunity than what we’re doing now. This is the reason why we built our game engine and the agentic layer in a way that it generates code and enables us to enter all of what we’re doing basically to the game itself.
The vision of Sett is really taking both the marketing content and in-game content for now.”
Amit Carmi – Sett’s CEO
Growing Client Base and Future Plans
Since its inception, Sett has been working with several prominent gaming companies, including Zynga, Scopely, Playtika, SuperPlay, Rovio, Plarium, Candivore, and Unity.
The company reports having over 100 gaming studios on a waiting list to be onboarded. With the new funding, Sett plans to expand its team by hiring additional engineers and AI specialists to meet the growing demand.
Some founders just have it.
Akın Babayigit, Head of Arcadia Gaming Advisors
From my first conversation with Amit and Yoni, it was obvious they were special; sharp as a blade, deeply thoughtful, and unbelievably hungry to build something that truly matters. Most importantly, they are incredible people who exude optimism, ambition and positivity.
Today, I’m proud to announce Arcadia’s investment in Sett and celebrate this incredible team as they come out of stealth with $27M in funding to reshape how games get made. Their vision – using AI agents to supercharge creativity and reduce the friction of game development – is bold, ambitious, and exactly what this industry needs.
If you are running a games studio, you can NOT afford to NOT work with Sett.ai. What this team has built is as no-brainer as it gets. Their growth is insane and I couldn’t be more excited to join them in this rocketship 🚀
Sett team – it’s a privilege and honor to be along for the ride. I can’t wait to see what the future holds for you guys.
If you have a question as to why I feel so strongly about this product and team, please feel free to ping me.
As Sett moves forward, its focus remains on refining its AI agents to further reduce the friction in game development and marketing, aiming to become an indispensable tool for mobile game studios worldwide.
