AI agent startup uses autonomous systems to automate gaming user acquisition and cut marketing costs

Israeli AI startup Sett has raised $30 million in Series B funding to expand its AI marketing automation platform, which is designed to help gaming companies streamline and automate user acquisition campaigns using autonomous AI agents.

The round was led by Greenfield Partners, with participation from existing investors F2 and Bessemer Venture Partners, bringing Sett’s total funding to $57 million.

AI Agents Built to Automate Game Marketing

Founded in 2023 by Amit Carmi (CEO) and Yoni Blumenfeld (CTO), both former members of Israel’s elite Unit 8200, Sett is building an agent-based AI system that automates the entire gaming marketing lifecycle.

The platform is designed to handle one of the most expensive parts of the gaming industry: user acquisition, where companies spend billions of dollars annually to attract players.

Instead of relying on traditional marketing teams, Sett’s system uses autonomous AI agents to:

  • Generate marketing creatives
  • Produce playable ads and video campaigns
  • Optimize ad performance in real time
  • Manage end-to-end user acquisition workflows

Already Generating Strong Revenue Growth

According to sources familiar with the company, Sett is already generating tens of millions of dollars in revenue and is experiencing strong growth.

Its current customers include major global gaming companies such as:

  • Zynga
  • Playtika
  • Papaya Gaming

These companies rely heavily on large-scale advertising campaigns, making them ideal early adopters of AI-driven marketing automation tools.

Faster and Cheaper Marketing Production

One of Sett’s key value propositions is speed and efficiency.

Traditionally, gaming companies take weeks to produce large volumes of advertising content. Sett claims its AI marketing platform reduces this process to just a few hours.

The system is designed to:

  • Cut production time from weeks to hours
  • Reduce marketing costs by millions of dollars annually
  • Maintain high-quality creative output
  • Scale content production without increasing team size

For large gaming studios, these savings can reach tens of millions of dollars per year.

Expanding Beyond Gaming Industry

While Sett is currently focused on the gaming sector, the company plans to expand into other industries that rely heavily on performance-based marketing, including:

  • Fintech
  • Mobile applications
  • E-commerce platforms

The expansion is expected to begin by 2026, positioning Sett as a broader AI marketing automation platform beyond gaming.

Building a Full Agentic Marketing System

Sett’s long-term vision is to create a fully autonomous AI marketing system that manages the entire user acquisition process end-to-end.

This includes everything from ad creation to campaign optimization, replacing much of the manual work traditionally handled by marketing teams.

The company believes this AI agent-based approach will act as a “force multiplier,” helping businesses scale faster while reducing operational complexity.

Strong Investor Confidence in AI Marketing Automation

The funding round also attracted notable industry figures, including:

  • Ben Feder, former CEO of Take-Two Interactive
  • Former head of Tencent’s gaming division

Their involvement highlights growing investor confidence in AI-driven marketing automation for gaming and digital industries.

Global Expansion and Future Growth

With around 50 employees, Sett plans to use its new funding to:

  • Accelerate product development
  • Strengthen its AI agent infrastructure
  • Expand into global markets

As the gaming industry continues to spend heavily on user acquisition, platforms like Sett are positioned to reshape how marketing teams operate through AI automation and autonomous systems.