MIDDLE EAST, 30 March 2026 (NPA) — Israeli startup Sett, which develops an AI agent–based platform for the gaming industry, has raised $30 million in a Series B round led by Greenfield Partners, with participation from existing investors F2 and Bessemer, bringing total funding to $57 million.
The round also included Ben Feder of Tirta Fund, a prominent gaming executive and former CEO of Take-Two Interactive, developer of the Grand Theft Auto (GTA) series, as well as former president of Tencent’s gaming division.
Founded in 2023, Sett is already generating tens of millions in revenue with strong growth rates, according to sources. Its customers include major gaming companies such as Zynga, Playtika and Papaya.
While currently focused on gaming, Sett plans to expand into industries driven by performance-based marketing — including fintech, apps and e-commerce — by the end of 2026. The company believes its platform can act as a force multiplier, helping firms tackle increasingly complex marketing challenges.
At its founding, Sett envisioned companies relying on autonomous AI agents to manage marketing operations. Initially, it focused on generating data-driven content and interactive ads for mobile gaming firms. Following early success, Sett is now developing a holistic user acquisition platform designed to manage player growth end-to-end, faster and more efficiently than traditional teams.
User acquisition remains one of the largest cost centres for gaming companies, which spend billions annually. Marketing teams often produce hundreds of playable ads and thousands of video ads each month, a process that can take weeks manually. Sett says its platform cuts production times from weeks to hours and significantly reduces costs, saving companies millions while maintaining content quality.
The company was founded by Amit Carmi (CEO) and Yoni Blumenfeld (CTO), both alumni of Unit 8200, and currently employs around 50 people. The new funding will accelerate product development and support global expansion.
