The landscape of video game creation is rapidly evolving as artificial intelligence becomes essential to mobile game development. Sett, mobile game AI, a Tel Aviv-based startup, has just emerged from stealth mode with a new round of financing totaling twenty seven million dollars.
This funding came in two stages, with the latest fifteen million dollar investment led by Bessemer Venture Partners and joined by firms such as Saga VC and Arcadia Gaming Advisors. Sett previously secured twelve million dollars from investors including F2 Venture Capital and other notable industry angels.
Sett’s core product uses advanced AI to accelerate and streamline the marketing and content creation process for mobile game publishers. The company’s founders argue that while creating games is easier than ever, capturing attention in an overcrowded marketplace remains the industry’s biggest challenge.
AI Reimagines Game Marketing
Major studios like Zynga, Rovio, and Unity have already partnered with Sett as early customers during the platform’s initial quiet phase. Over one hundred additional studios are currently waiting to join, signaling strong demand for technology that can help cut through the noise.
Sett’s solution enables publishers to generate marketing materials and “playable” ads faster and more affordably than traditional methods, thanks to its proprietary AI system. The startup estimates its approach is up to fifteen times quicker and slashes costs by as much as twenty five times compared to manual production.
The urgency for innovation is heightened as traditional user-level tracking on platforms like iOS becomes increasingly restricted. Sett’s AI focuses on creating compelling in-game moments and interactive experiences designed to attract players at a greater scale and lower cost.
This move parallels broader shifts in the gaming industry, with companies like AppLovin reorienting their business by selling off studio assets to focus on AI-driven advertising and marketing services. The profitability and effectiveness of this strategy is underscored by giant acquisitions and the significant market valuations tied to such ventures.
As AI continues to transform creative and operational tasks, some industry leaders still question how much reliance is too much. Sett, mobile game AI‘s leadership believes that while total automation is unlikely in the immediate future, the tools they are developing will empower studios to automate key aspects of production and distribution without sacrificing the detail and polish that make a game stand out.
Babayigit from Arcadia Gaming Advisors, who has deep ties to the mobile gaming sector, says the market opportunity is clear and the Sett team is uniquely skilled to deliver results. With fresh capital and growing industry credibility, Sett is poised to play a pivotal role in the intersection of AI and gaming.
