Sett raises $30M to grow agent-based AI platform for game studios

Sett, a startup providing artificial intelligence for the gaming industry, today announced that it has raised $30 million in new funding to accelerate product development and support the platform’s global expansion.

Founded in 2022, Sett’s platform is designed to automate content creation and optimization for mobile game studios, addressing the need to continuously generate marketing assets and in-game experiences at scale.

The company’s platform is built around agent-based workflows that use performance data to generate creative assets and gameplay elements. We focus on replacing manual, iterative production processes that have become less effective due to changes in mobile ad attribution.

“97% of creative concepts fail,” explains Jonathan Fishman, head of marketing at Sett. “It’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, continually learn, and find winners that turn great, fun games into global hits. That’s Sett.”

Internally, the platform ingests multiple data sources, including past campaign performance, player behavioral metrics, and external signals such as competitor activity. Inputs are processed through machine learning models to generate variations in ad creative and gameplay content that can be tested and refined through a continuous feedback loop.

The platform works with existing analytics and marketing pipelines to evaluate results and update subsequent content generation cycles.

Users of Sett’s platform have access to automated production of videos and playable ads, as well as the generation of in-game features such as mini-games, events, and user engagement elements.

Complementary iterative testing workflows allow you to deploy multiple creative variants simultaneously and make adjustments based on real-time performance data. The platform also provides tools to manage your creative pipeline, coordinate content updates, and adjust marketing output and gameplay mechanics.

The technology is used within existing studio environments to enable live operations for performance marketing, product management, and coordinating content development and campaign execution.

The Series B funding round was led by Greenfield Partners, with participation from F2 Venture Capital, Bessemer Venture Partners LP, and TIRTA Ventures. The new funding brings the total raised by Sett, legally known as ShonZ Ltd., to approximately $57 million.

Image: Set