Sett, a startup offering artificial intelligence for the gaming industry, said today it has raised $30 million in new funding to accelerate product development and support the global expansion of its platform.

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

The company’s platform is built around agent-based workflows that generate creative assets and gameplay elements using performance data. It emphasizes replacing manual, iterative production processes that have become less effective following changes to mobile advertising attribution.

“Ninety-seven percent of creative concepts fail,” explained Jonathan Fishman, head of marketing at Sett. “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. That’s what Sett is.”

Under the hood, the platform ingests multiple data sources such as historical campaign performance, player behavior metrics and external signals such as competitor activity. The inputs are processed through machine learning models to then generate variations of advertising creatives and gameplay content that can be tested and refined through continuous feedback loops.

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

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

A complementary iterative testing workflow allows for multiple creative variants to be deployed simultaneously and adjusted based on real-time performance data. The platform also provides tools for managing creative pipelines, coordinating content updates and aligning marketing outputs with gameplay mechanics.

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

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

Image: Sett