Sett gets 27 million to bring AI to the heart of mobile gaming | Best-selling consoles of all time | Console vs PC meme | 1000 free games to play | Turtles AI

The Israeli Sett startup has obtained $ 27 million to develop AI agents intended to optimize the creation and promotion of mobile video games, aiming to reduce production times and costs.

Key points:

• Sett collected $ 27 million in two financing rounds, with a series guided by Bessemer Venture Partners.
• The startup offers agents to to automate the creation of marketing and in-game content, improving efficiency in promoting games.
• Sett customers include companies such as Zynga, Scopely and Unity, with over 100 studies awaiting integration.
• Application, competitor in the sector, has sold its games of games to TripleDot Studios for 900 million dollars, focusing on the Advertising Ai.

Founded in 2022 to Tel Aviv by Amit Carmi and Yoni Blumenfeld, Sett operated in stealth mode until recently, focusing on the improvement of the product and on the acquisition of customers in the mobile gaming sector. The startup recently announced a total loan of $ 27 million, divided into two tranches: an initial round of 12 million and a 15 million series led by Bessemer Venture Partners, with the participation of Saga VC, Vgames, F2 Venture Capital and Akin Babayigit of Arcadia Gaming Advisors.

Sett aims to face one of the main challenges in the sector: the visibility of games in a saturated market. Its solution consists of AI agents that automate the creation of marketing content, such as playable ads and interactive moments in-game, significantly reducing the times and costs compared to traditional methods. According to the startup, these tools allow you to develop content 15 times faster and with a cost 25 times lower.

Among the current customers of Sett there are important names such as Zynga, Scopely, Playtika, Superplay, Rovio, Plarium, Candivore and Unity. The question for its services is growing, with over 100 gaming studies on the waiting list for integration. The funds raised will be used to expand the team, in particular by taking on engineers and specialists of AI.

In parallel, Applevin, a competing company in the sector, has announced the sale of its game development activities in Tripledot Studios for 900 million dollars. This strategic move allows apps to focus exclusively on its advertising platform based on to strengthening its position in the Adtech market.

Sett’s vision extends beyond the simple automation of marketing. The startup is developing a game engine and an agent level that generate code, with the aim of completely integrating the functionality to the games themselves. According to Carmi, this approach represents a significant opportunity to innovate both in marketing content and in in-game.

Akin Babayigit of Arcadia Gaming Advisors praised the Sett team, calling it "phenomenal" and underlining the importance of technology to to automate parts of the production and distribution of games. However, he also recognized that, in a highly competitive sector, attention to detail remains fundamental for success.

In a context in which AI is transforming various aspects of the development and promotion of video games, Sett positions itself as a key actor, offering innovative solutions to deal with the challenges of the mobile market.