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    Sett Raises Series B, Bringing Total Funding to $57M
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    Unpredictable Hits #010: The Last Lever
    Host Jonathan Fishman

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    Unpredictable Hits | season 2 | Episode 5: SHAY ZE’EV YOSIFON
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Unpredictable Hits Podcast
Unpredictable Hits #010: The Last Lever
267 games launched in Q4. Seven hit. The networks have a 28-day window. Your game has 720 days. Creative volume plus system thinking is the last lever — and Habby, Dream Games, and AppLovin are pulling it harder than you are.
Jonathan Fishman Head of Marketing
Unpredictable Hits | season 2 | Episode 6: NOAM GOHAR
In this episode, we sit down with Noam Gohary, ex-Director of Product & Marketing Tech at Scopely and Playtika, who spent two decades building the technical foundation under mobile games marketing. Noam breaks down why attribution never grew up while ad algorithms became spaceships, explains why even senior UA managers can't fully decode today's black box networks, and shares his view on where the role is heading: from hands-on optimizer to diplomat across studio, game, and UA.
Amit Carmi CEO and mastermind behind Sett’s coolness
Unpredictable Hits | season 2 | Episode 5: SHAY ZE’EV YOSIFON
In this episode, we sit down with Shay Ze'ev Yosifon, VP Marketing at Zynga, who led performance marketing for one of the biggest mobile game launches in recent history: Monopoly Go. Shay breaks down what it took to scale from soft launch to the top of the charts, explains why creative is now the last lever UA managers fully control, and shares his view on where the role is heading: toward signal optimization, early monetization strategy, and feeding the algorithm better than your competitors.
Amit Carmi CEO and mastermind behind Sett’s coolness
Sett Raises Series B, Bringing Total Funding to $57M
Sett announces its Series B, bringing total funding to $57M. We are building AI agents that continuously learn how to scale and improve game UA. The more a studio uses Sett, the sharper it gets.
Jonathan Fishman Head of Marketing
The Future of Work in UA Is Managing a Team of AI Agents
AI agents will run the entire UA creative loop. Research, ideation, production, deployment, analysis. The best developers already manage teams of AI agents that write the vast majority of their code. This exact same thing is going to happen to UA. You become the CEO of your role, managing a little company of You.
Jonathan Fishman Head of Marketing

Highlights of the Week

Unpredictable Hits | season 2 | Episode 3: LUIS DE LA CÁMARA
In this episode, we sit down with Luis de la Cámara, VP of Marketing at Rovio, to talk about what it means to market one of the most iconic gaming brands in the world. Luis walks us through how Rovio balances UA creative freedom with protecting an IP that could last 100 years, why fake ads actually work when they match player motivations, and why he believes Chinese and Turkish studios are already eating the West's lunch.
Amit Carmi CEO and mastermind behind Sett’s coolness
Unpredictable Hits #010: The Last Lever
267 games launched in Q4. Seven hit. The networks have a 28-day window. Your game has 720 days. Creative volume plus system thinking is the last lever — and Habby, Dream Games, and AppLovin are pulling it harder than you are.
Jonathan Fishman Head of Marketing
Unpredictable Hits | season 2 | Episode 5: SHAY ZE’EV YOSIFON
In this episode, we sit down with Shay Ze'ev Yosifon, VP Marketing at Zynga, who led performance marketing for one of the biggest mobile game launches in recent history: Monopoly Go. Shay breaks down what it took to scale from soft launch to the top of the charts, explains why creative is now the last lever UA managers fully control, and shares his view on where the role is heading: toward signal optimization, early monetization strategy, and feeding the algorithm better than your competitors.
Amit Carmi CEO and mastermind behind Sett’s coolness

Hot Takes

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Unpredictable Hits #010: The Last Lever
267 games launched in Q4. Seven hit. The networks have a 28-day window. Your game has 720 days. Creative volume plus system thinking is the last lever — and Habby, Dream Games, and AppLovin are pulling it harder than you are.
Jonathan Fishman Head of Marketing
Sett Raises Series B, Bringing Total Funding to $57M
Sett announces its Series B, bringing total funding to $57M. We are building AI agents that continuously learn how to scale and improve game UA. The more a studio uses Sett, the sharper it gets.
Jonathan Fishman Head of Marketing
The Future of Work in UA Is Managing a Team of AI Agents
AI agents will run the entire UA creative loop. Research, ideation, production, deployment, analysis. The best developers already manage teams of AI agents that write the vast majority of their code. This exact same thing is going to happen to UA. You become the CEO of your role, managing a little company of You.
Jonathan Fishman Head of Marketing
UA Creative Strategy in the AI Gold Rush: Webinar Recap and Notes
Everyone has the same AI pickaxe now. We hosted a webinar with BoomBit and Turborilla to find out what is actually working in UA creative strategy.
Jonathan Fishman Head of Marketing
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NEWSLETTER

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Unpredictable Hits Newsletter #009
Scopely on growth hacking UA. AI agents running the creative loop. The $6B Moonton deal. Ad fatigue and why copycat creatives stop scaling after 7 days. GDC 2026 recap. Nazara's $100M full-stack acquisition. Plus what actually differentiates studios when everyone has the same AI tools.
Jonathan Fishman Head of Marketing
Newsletter 008: UA Creative Strategy in the AI Gold Rush + Rovio’s vp global marketing podcast
AI Gold Rush webinar insights, playable ad anatomy guide, Rovio podcast, Supercell $3B revenue, and the best mobile gaming reads of the week.
Jonathan Fishman Head of Marketing
Newsletter 007: State of Gaming at $81.8B + The Playable Strategy Behind Flambe’s $10M/Month
In this edition of the Unpredictable Hits newsletter read about Market growth flatlined at 0.2%. New releases surged 25%. The gap between winners and everyone else is execution speed. This issue covers the frameworks, creative machines, and AI bets separating the teams pulling ahead from the ones producing more noise.
Jonathan Fishman Head of Marketing
Newsletter 006: Podcast with Zynga’s SVP + Why Misleading Creatives Actually Work
In this edition of the Unpredictable Hits newsletter read about Market growth flatlined at 0.2%. New releases surged 25%. The gap between winners and everyone else is execution speed. This issue covers the frameworks, creative machines, and AI bets separating the teams pulling ahead from the ones producing more noise.
Jonathan Fishman Head of Marketing
Newsletter 005: PGC Recap & a sh*t ton of things you can’t miss
In this edition of the Unpredictable Hits newsletter read about PGC London Recap, and a sh*t ton of reports and insights.
Jonathan Fishman Head of Marketing
Newsletter 004: Playable Analytics, Managing AI minds & PGC London 26
In this edition of the Unpredictable Hits newsletter read about game playable analytics, managing AI minds, and more.
Jonathan Fishman Head of Marketing
2026 Mobile Gaming predictions, Gossip Harbor playable strategy & UA Skills for the ai era
Hot from Sett Labs, we analyze the state of playables in the mobile game industry showing what the greatest UA teams are doing.
Jonathan Fishman Head of Marketing
Playable behavior, unity, and an agent that plays genshin impact
Hot from Sett Labs, we analyze the state of playables in the mobile game industry showing what the greatest UA teams are doing.
Jonathan Fishman Head of Marketing
The state of playables & ad creative index
Hot from Sett Labs, we analyze the state of playables in the mobile game industry showing what the greatest UA teams are doing.
Jonathan Fishman Head of Marketing

The Creative Kitchen

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No one knows why creatives win
Listen to our Partnerships Growth Lead, Harel Pick speaks about ideation and why no one truly knows why a creative won or failed
Harel Pick Partnership Growth Team Lead
Why no one cracked testing
Listen to our Partnerships Growth Lead, Harel Pick speaks the fallacy of testing creatives in a sandbox and alternatives
Harel Pick Partnership Growth Team Lead
Exploit vs. explore creatives
Listen to our Partnerships Growth Lead, Harel Pick speaks about exploiting winners and exploring new concepts for UA creatives
Harel Pick Partnership Growth Team Lead

Building a Machine

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A repeatable UA performance machine

How playables unlock premium inventory
Listen to Elad Werber, Partnership Growth Manager and our Head of Marketing Jonathan Fishman talk about how playables unlock the most lucrative ad inventory
Elad Werber Partnership Growth Manager
What games need to succeed in UA
Listen to our Partnerships Growth Lead, Harel Pick speaks about ideation and why no one truly knows why a creative won or failed
Elad Werber Partnership Growth Manager

The Hitchhiker Guide to the Future

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Will UA people lose visibility?
Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.
Amit Carmi CEO and mastermind behind Sett’s coolness
Will AI create exciting games?
Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.
Amit Carmi CEO and mastermind behind Sett’s coolness
You will become the CEO of UA
Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.
Amit Carmi CEO and mastermind behind Sett’s coolness
Creatives: the last frontier of UA
Join our two co-founders as they casually chat about the future of game UA all while watching endless and oddly satisfying game play.
Amit Carmi CEO and mastermind behind Sett’s coolness

Obsessing over the truth

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The post dashboard era
Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about the new future and how will human UA and Creative teams work with AI
Yoni Blumenfeld CTO & Co-Founder
What humans will
do with AI?
Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about the new future and how will human UA and Creative teams work with AI
Yoni Blumenfeld CTO & Co-Founder
Finding creative signals for success
Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about the challenges in finding signals for creative success and Sett Vision
Yoni Blumenfeld CTO & Co-Founder
What Sett is building?
Listen to our CTO & Co-Founder, Yoni Blumenfeld speaks about what the hell Sett is building and why it matters
Yoni Blumenfeld CTO & Co-Founder

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Sett Raises Series B

Sett is thrilled to announce our Series B funding, bringing the total raised to $57M

👉 Read more