Sett secures $30 million Series B to automate game marketing with AI agents
The Israeli startup targets billions spent on user acquisition with agent-based automation.
Sett, which develops an AI agent–based platform for the gaming industry, has raised $30 million in a Series B round led by Greenfield Partners, with participation from existing investors F2 and Bessemer, bringing its total funding to date to $57 million, Calcalist has learned.
The round also included Ben Feder of Tirta Fund, one of the gaming industry’s most prominent executives and former CEO of Take-Two Interactive, the developer of the Grand Theft Auto (GTA) series, as well as former president of Tencent’s gaming division.
Founded in 2023, Sett is already generating tens of millions of dollars in revenue, with strong growth rates, according to people familiar with the company. Its customers include major gaming companies such as Zynga, Playtika and Papaya.
While currently focused on the gaming sector, Sett plans to expand into other industries driven by performance-based marketing, including fintech, apps and e-commerce, by the end of 2026. The company believes its platform can serve as a force multiplier in these markets, helping companies address increasingly complex marketing challenges.
At its founding, Sett outlined a vision in which companies could rely on autonomous AI agents to manage their entire marketing operations. Initially, the company focused on a core challenge: generating data-driven marketing content and interactive ads for gaming companies using AI agents. At this stage, its customer base consisted primarily of mobile gaming companies.
Following its early commercial success, Sett is now moving toward that broader vision, developing what it describes as a holistic, agentic user acquisition platform. The system is designed to manage the entire player acquisition and growth process end-to-end, operating faster and more efficiently than traditional human-led teams.
User acquisition remains one of the largest cost centers for gaming companies, which collectively spend billions of dollars annually. Marketing teams are often required to produce hundreds of playable ads and thousands of video ads each month, a process that can take weeks when done manually.
Sett says its platform reduces production times from weeks to hours and significantly lowers costs, saving companies anywhere from millions to tens of millions of dollars annually, depending on scale, while maintaining content quality and user experience.
The company was founded by Amit Carmi (CEO) and Yoni Blumenfeld (CTO), both alumni of Unit 8200, and currently employs around 50 people. The new funding will be used to accelerate product development and support global expansion.
