Sett

What Sett does

Sett is a UA creative performance platform for mobile gaming. We build agentic AI systems that analyze performance data, generate diverse playable and video ad concepts, deploy them to networks, and learn from the results. The full creative loop is automated and designed to outperform human-only efforts. 97% of ad creatives fail, and Sett aims to help UA teams explore more, faster, and smarter to consistently find winning creatives. Our system creates fundamentally new concepts rather than remixing templates. Sett rapidly creates and tests diverse video and playable ad concepts at scale, enabling mobile game teams to consistently discover winning creatives that turn games into hits. The platform builds your game's AI infrastructure with a performance-driven layer, fully aligned to UA and creative strategies, providing a constant flow of ready-to-use video and playable ad creatives, tailored to your game and optimized for performance. Sett's agentic AI learns from every experiment, team input, win, and flop, getting smarter over time. The vision is to become the backbone of how game studios ideate, produce, and scale all types of content, from new game development and LiveOps to in-game features and player experiences.

Key capabilities

• Agentic AI systems for performance data analysis
• Generation of diverse playable and video ad concepts
• Deployment of ad concepts to networks
• Learning from ad performance results
• Rapid creation and testing of ad concepts at scale
• Automated creative loop
• AI infrastructure building for games
• Continuous flow of ready-to-use video and playable ad creatives
• Performance-driven AI layer aligned with UA and creative strategies
• Learning from experiments and performance data
• Ability to copy winning mechanics of trending ads
• Development and testing of bold ideas instantly
• Conversion of video ads into interactive playables
• Integration with marketing assets for AI learning
• Constant flow of ready-to-use video and playable ad creatives
• Generation of limitless and new creative concepts for any format
• Autonomous AI agents that study game and UA performance
• Exploration of creative possibilities at scale
• Connection to ad networks and MMP data for performance analysis
• Generation of concepts based on performance data
• Building every ad from scratch without templates
• Intelligent deployment to networks (coming soon)
• In-playable analytics to track user engagement
• Fast creative production (weeks to hours)
• Cost-effective creative production
• Higher win rate through data-driven insights
• Easy onboarding and setup
• Strategy alignment for KPIs and networks
• Continuous delivery of winning creatives
• Turning a single prompt into test-ready ads
• Repurposing competitor ads into on-brand playables
• Adding new mechanics and mini-games to playables
• Doubling down on winners with new gameplay and mechanics
• Autonomous agents identifying what's working and generating data-driven hypotheses
• Repurposing top-performing video ads into high-quality playables

Use cases

• Beating creative fatigue in mobile game UA
• Consistently discovering winning creatives
• Scaling mobile game UA campaigns
• Exploring new creative concepts and game mechanics for UA success
• Generating new concepts at low cost that become top spenders
• Continuously optimizing campaigns with Sett-generated creatives
• Acting fast on trending ad concepts
• Producing playable ads based on winning mechanics
• Bringing wild ideas to life by changing mechanics, narrative, and features via chat
• Capitalizing on winning video ads by creating playable ad experiences
• Finding the next winning creative with limitless concepts
• Turning creative production from a bottleneck into a predictable machine
• Generating bold playable and video concepts quickly
• Learning from every user interaction to refine creatives
• Exploring new concepts consistently from a single prompt
• Making competitors' ads into on-brand playables
• Testing bold features before full development by spinning up playables with new mechanics
• Leveling up proven playables with new gameplay and mechanics
• Identifying what's working and generating data-driven hypotheses for new playable ads
• Repurposing top-performing video ads into high-quality playables
• Outsourcing 100% of creative production for mobile games
• Exploiting top-performing concepts with variations to extend lifespan and drive incremental spend

AI approach

Sett builds agentic AI systems that analyze performance data, generate diverse playable and video ad concepts, deploy them to networks, and learn from the results. The AI creates fundamentally new concepts, not just remixes templates. It learns from every experiment, team input, win, and flop, getting smarter over time. The agents get "unhealthily obsessed" with the game's mechanics, core loops, art style, and player psychology, and consume performance data from ad networks, MMP data, and competitor intelligence to generate ideas backed by real performance data. They then build every ad from scratch, without templates or shortcuts, and intelligently ship them to relevant networks. In-playable analytics track user engagement to feed data back into the learning loop.

Tech named: agentic AI systems, AI infrastructure

Industries served

• Mobile Gaming

What it says sets it apart

• Agentic AI systems that create fundamentally new concepts, not just remix templates
• Automated full creative loop from analysis to deployment and learning
• Ability to explore more, faster, and smarter than traditional methods
• AI infrastructure built around the game for performance-driven creative generation
• AI agents that get smarter over time by learning from all data
• Deep understanding of game mechanics, core loops, art style, and player psychology by AI agents
• Performance data-driven concept generation, not gut feelings
• Rapid ad creation (weeks to hours)
• Cost-effective compared to human production
• Higher win rate due to data-driven insights
• Embarrassingly easy onboarding process
• Continuous delivery of winning creatives
• Ability to turn a single prompt into test-ready ads in every format
• Capability to transform competitor ads into on-brand playables
• Testing bold features and new mechanics instantly with playables
• Deep twists and fresh performance for proven playables
• Autonomous agents identifying what's working and generating data-driven hypotheses
• Repurposing video ads into high-quality playables quickly and on-brand
• Built by people who have lived UA and performance marketing
• Focus on experimentation and learning as a foundation

Funding rounds we track

From the AI funding tracker — rounds as reported by the linked publications.