Sett
Category: AI in Media / Gaming / Entertainment
An Agentic AI platform designed for mobile gaming studios to automate the end-to-end production of marketing assets, playable ads, and personalized in-game content. Sett was founded in 2022. The company is led by Amit Carmi. Based in Tel Aviv, Israel. Team size: 50. Total funding raised: $57.0M. Latest round: Series B (Mar 2026). Key investors include Greenfield Partners, Bessemer Venture Partners, F2 Venture Capital, Saga VC, VGames, Arcadia Gaming Advisors, TIRTA Ventures.
- Founded
- 2022
- Headquarters
- Tel Aviv, Israel
- Team size
- 50
- Total funding
- $57.0M
Value proposition
Drastically reduces user acquisition costs and manual workloads by replacing traditional creative testing cycles with autonomous AI agents that generate, test, and scale high-performance marketing content.
Products and solutions
Agentic UA (User Acquisition) Platform, Automated Playable Ad Generator, Generative AI Creative Asset Engine, In-game Content & Storytelling Agents, AI-driven Marketing Performance Dashboard
Unique value
Moves beyond simple 'Generative AI' (content creation) to 'Agentic AI' (autonomous decision-making), where AI agents act as virtual employees capable of managing complex game logic and marketing workflows without human intervention.
Target customer
Mobile gaming studios, game developers, and User Acquisition (UA) marketing teams.
Industries served
Mobile Gaming, Advertising Technology (AdTech), Generative AI, Digital Marketing, Fintech, E-commerce, Mobile Apps
Technology advantage
Leverages proprietary agentic workflows and deep data-driven intelligence—rooted in the founders' backgrounds in Israel's elite Unit 8200—to solve the post-IDFA (Apple privacy changes) targeting crisis in mobile gaming.
How they differentiate
Moves beyond standard 'Generative AI' by utilizing 'Agentic AI'—autonomous agents that manage end-to-end game logic, coding, and creative testing without human intervention, specifically designed to solve post-IDFA attribution challenges.
Main competitors
Unity (Luna), AppLovin (SparkLabs), Playable Factory
Key partnerships
Greenfield Partners (Series B Lead), Bessemer Venture Partners (Series A Lead), Arcadia Gaming Advisors, F2 Venture Capital, Saga VC, VGames, TIRTA Ventures
Notable customers
Zynga, Playtika, Papaya Gaming, Scopely, SuperPlay, Rovio, Plarium, Candivore, Unity
Major milestones
Emerged from stealth in May 2025 with $27M in early-stage funding, Successfully closed $30M Series B led by Greenfield Partners in March 2026, Developed a proprietary Agentic AI platform used by leading mobile game developers to automate playable ad production
Growth metrics
Scaled to a team of 50 employees and secured $57M in total funding within one year of emerging from stealth.
Market positioning
Category leader in Agentic AI for mobile game user acquisition (UA) and marketing automation.
Geographic focus
Global, with primary operations in Israel and a market focus on major mobile gaming hubs in North America, EMEA, and APAC.
Patents and IP
No registered patents publicly disclosed; relies on proprietary agentic logic and trade secrets.
About Amit Carmi
Amit Carmi is the Co-Founder and CEO of Sett. He previously served as a Team Lead in the Israeli Military Intelligence's elite Unit 8200, a background that provided him with deep expertise in data-driven technology and complex system leadership. Since 2022, he has led Sett in developing agentic AI solutions specifically for the gaming industry.
Official website: https://www.sett.ai