A Transformative Moment in Mobile UA
Mobile gaming is a $120B market, and studios spend tens of billions each year acquiring users. The playbook used to be simple: rely on user-level tracking to pinpoint exactly who to spend on. But that era is ending. Apple's deprecation of IDFA was the first major shock, and the broader shift driven by privacy regulation across platforms is permanent. When you can no longer target precisely, the ad itself becomes the lever.
The creative, meaning the playable demos, videos, and interactive ads that studios run at scale, is now the single biggest driver of install performance and ROI. And the bar keeps rising. More games competing for the same users means each creative needs to be more effective, more varied, and refreshed more often just to maintain performance. But the way studios produce these creatives hasn't caught up. Most still rely on manual workflows that take weeks per cycle, in a market that demands hundreds of variations per month.
This gap is one of the industry's most acute bottlenecks.
Enter Sett: Replacing the Manual Pipeline with AI
Sett builds agentic AI systems that produce, deploy, and optimize ads for mobile gaming studios. What used to take dedicated creative teams weeks of manual work, Sett compresses into hours:
- Generate: Studios upload assets and goals; Sett produces dozens of production-ready playables and videos across formats and networks.
- Deploy: Creatives are pushed directly into live ad campaigns.
- Measure: Sett continuously collects structured performance data, from engagement curves to mechanic-level interaction signals.
- Iterate: The system uses real-world performance feedback to refine the next cycle. Multi-week production workflows collapse into 24–72 hours.
This autonomous loop, where each step informs the next without manual intervention, is the new foundation for how performance creatives get made.
Sett is building toward a fully autonomous system where agents make decisions about what to create, how to test, and what to iterate on, with humans setting strategy and the system handling execution.
A Compounding Data Advantage
At the core of Sett's differentiation is its intelligence layer. Every creative the platform produces generates structured performance signals that feed back into the system's models. Unlike studios, agencies, or ad networks, which each see only a slice of the market, Sett learns from every format, every network, and every campaign it touches. The platform gets smarter with every cycle it runs.
With each cycle and each campaign, Sett's dataset compounds. The more the system produces, the more its models learn, and the better its output performs. That compounding loop is the foundation of a durable moat.
Traction That Signals Product-Market Fit
Sett is already trusted by some of the largest gaming studios in the world, including Zynga, Playtika, Scopely, Tripledot, and Papaya.
What stands out isn't just the customer list, it's the pattern: studios adopt Sett on one title, see results, and rapidly expand across their portfolio. In a category where every dollar of spend is measured and every creative is tested, that kind of organic expansion is the strongest signal of product-market fit there is.
Founders With Precision and Velocity
Amit Carmi and Yoni Blumenfeld bring a unique combination of technical depth, market understanding, and operational discipline.
They have built the platform end-to-end, from generation engines and data infrastructure to deployment tooling and iteration frameworks, while maintaining a relentless focus on customer value. They are thoughtful, fast-moving, and deeply focused on what comes next. That customer obsession shows in how quickly the platform has earned trust across the industry.
Gaming Is Just the Beginning
What makes Sett even more compelling is that mobile gaming is simply the ideal starting point. Gaming provides the perfect conditions: measurable performance, high creative velocity, clear budgets, and immediate feedback loops. But the broader shift is happening across the entire performance advertising ecosystem.
Creative is becoming code.
Campaigns are becoming experiments.
Advertisers across categories are feeling the same pressure gaming felt first.
The same agentic infrastructure that learns from playable ads and performance videos can extend far beyond gaming. Any category where outcomes are measurable and creative velocity matters is a natural next step.
This is just the beginning. As more signals flow into the system, Sett's data advantage grows, its models strengthen, and its applicability broadens. We believe Sett is positioned to become a defining creative infrastructure company, not only for gaming, but for the next generation of performance advertising as a whole.