Sett raises $30M to expand AI platform for game studios
Sett, an AI platform for gaming studios, closed a $30 million Series B funding round to accelerate product development and international expansion. The round was led by Greenfield Partners, with participation from F2 Venture Capital, Bessemer Venture Partners and TIRTA Ventures.
The company, founded in 2022, builds agent-based workflows that automate content creation and optimization for mobile game teams. The platform generates marketing assets and in-game experiences by processing performance data through machine learning models, then tests variations in real time to identify what works.
How it works
Sett ingests multiple data sources: historical campaign performance, player behavior metrics and competitor activity. The platform generates variations of video ads, playable ads and in-game features like mini-games and events based on these inputs.
Teams deploy multiple creative variants simultaneously and adjust them based on real-time performance data. The platform integrates with existing analytics and marketing pipelines, allowing performance marketing, product management and live operations teams to coordinate content development.
The problem it solves
Mobile game studios face continuous pressure to produce marketing assets and in-game experiences at scale. Traditional iterative production processes have become less effective following changes to mobile advertising attribution.
Jonathan Fishman, head of marketing at Sett, said: "Ninety-seven percent of creative concepts fail. That's not a bug. That's the nature of entertainment. You can't predict what will resonate with millions of players. But you can build systems that explore faster, learn continuously and find winners that turn great and fun games to global hits."
Market opportunity
The funding brings Sett's total raised to approximately $57 million. The company is positioning itself at the intersection of generative AI and LLM technology for creative production, where studios need to reduce manual workflows and accelerate testing cycles.
For product development teams at game studios, understanding how AI for product development applies to content optimization and player engagement is becoming essential to competitive operations.
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