Sett Secures $27M to Build AI Agents for Mobile Game Development

Sett Raises $27M for AI-Powered Mobile Game Development

Sett, an AI game development startup, has emerged from stealth with $27 million in funding. The company is building AI agents to automate the creation and marketing of mobile games. This funding comes in two rounds: a $12 million seed round and a $15 million Series A round led by Bessemer Venture Partners. Other investors include Saga VC, Vgames, and Arcadia Gaming Advisors.

Sett's platform aims to address the challenge of discoverability in the crowded mobile gaming market. CEO Amit Carmi highlights the difficulty of achieving success in the industry, despite the ease of game creation. He notes the high cost of user acquisition marketing, with billions spent annually.

AI Agents for Faster, Cheaper Game Marketing

Sett's AI agents generate "creative content," including playable ads and interactive marketing streams, designed to attract players. These assets, traditionally expensive and time-consuming to produce, can be created 15 times faster and 25 times cheaper using Sett's technology, according to the company.

The company already boasts a customer list including major gaming studios like Zynga, Scopely, Playtika, and Unity. With a waiting list of over 100 studios, Sett plans to use the funding to expand its engineering and AI specialist teams.

The Future of AI in Game Development

While Sett currently focuses on marketing content and in-game content, the company envisions a future where AI agents could potentially handle end-to-end game development. However, CEO Carmi emphasizes the current focus on marketing and in-game content generation.

“We believe it’s actually a bigger opportunity than what we’re doing now... The vision of Sett is really taking both the marketing content and in-game content for now.” - Amit Carmi, CEO of Sett

Investor Akin Babayigit of Arcadia Gaming Advisors, formerly of Tripledot, sees Sett's approach as a "no-brainer" due to the team's talent and the technology's potential.

The news of Sett's funding coincides with AppLovin's sale of its gaming assets to Tripledot for $800 million. These assets were reportedly instrumental in training AppLovin's AI models for ad and marketing tools, including playable ad creation.

While the potential of AI in game development raises questions about automation replacing human roles, Sett believes its technology complements and enhances human creativity, rather than replacing it entirely.