A year ago, we came out of stealth with a conviction: entertainment can’t be predicted. But the way games grow into global hits can be radically better.
Today, we’re announcing our Series B, bringing Sett’s total funding to $57M. The round was led by Greenfield Partners, with participation from F2 Ventures, TIRTA, and Bessemer Venture Partners.
The problem we set out to solve
In mobile gaming, UA creative success makes or breaks a title. Everyone in the industry knows this.
And yet, the user acquisition loop that determines whether a game finds its audience still runs on manual production, gut-based decisions, and slow testing cycles. Studios spend weeks building creatives that are outdated before they launch. Strategic teams drown in production work instead of thinking about what actually moves the needle.
97% of creative concepts fail. That’s not a bug. That’s the nature of entertainment. You can’t predict what will resonate with millions of players. But you can build systems that explore faster, learn continuously, and find winners that turn great and fun games to global hits.
That’s what Sett is.
What we’re building
Most AI tools in UA automate a single step. Generate an ad. Analyze a report. Sett does something fundamentally different: it builds agents that learn.
Every creative that ships, every campaign that runs, every performance signal that comes back feeds into a system that gets smarter over time. The agents don’t just execute. They accumulate knowledge about what works for each game, each genre, each audience. They develop intuition, grounded in data, that compounds with every cycle.
Research. Ideation. Playable and video generation. Deployment. Analysis. Each step informs the next. Each cycle sharpens the next one. The result is a system that doesn’t just produce creatives. It continuously learns how to produce better ones.
This is what continuous learning looks like in practice: agents that remember what worked three campaigns ago, spot patterns humans miss across thousands of creatives, and apply those insights to every new creative. The more a studio uses Sett, the sharper it gets.
Why this matters now
The mobile gaming industry spends tens of billions on UA every year. The studios that win are the ones that find high-performing, diverse creatives consistently, not once by luck.
But creative production hasn’t kept up with the scale the market demands. Teams are stretched thin. The gap between what UA needs and what human teams can deliver keeps growing.
We’re closing that gap by building AI teammates that handle the heavy lifting so strategic teams can focus on what they do best: taste, judgment, and bold creative bets.
What’s next
This funding accelerates everything. We’re deepening our agentic platform, expanding the team across R&D, product, and go-to-market, and scaling our ability to serve studios globally. The core investment goes into what matters most: making the agents smarter, faster, and more capable across the full UA creative loop.
“The UA creative process in mobile gaming has been stuck in the same loop for years. Manual production, gut-driven decisions, slow iteration. We built Sett to disrupt that cycle with AI agents that don’t just automate tasks, they learn from every campaign, every creative, every signal. The more they work, the sharper they get. This funding lets us go deeper on that vision and bring it to more studios worldwide.” — Amit Carmi, Co-founder & CEO of Sett
The future of mobile game UA: AI teammates working hand in hand with strategic human teams. Focused, fast, data-driven. Amplifying human creativity and taste.
That’s what we’re here to build. And we’re just getting started.
“Sett is solving one of the biggest bottlenecks in mobile gaming growth. Studios spend enormous budgets on UA, but the UA & creative process hasn’t evolved to match the scale. What impressed us about the Sett team is their approach, spirit, and deep tech and AI research efforts. The team is after disrupting a huge market with revolutionary tech that solves a real problem. That’s a rare and powerful dynamic.” — Raz Mangel, Partner at Greenfield Partners
We’re hiring across the board. If you want to build the future of game UA, check out our open roles at sett.ai/careers.
About the Author
Fishi is the Head of Marketing at Sett. His brain is a chaotic jukebox of ideas with more cultural references than any feed can handle. He collects sneakers and plays chess while you’re still counting sheep.
