Sett CEO Discusses How Artificial Intelligence Transforms Game User Acquisition and Combats Fatigue

Artificial intelligence is rapidly changing user acquisition strategies across the gaming industry by speeding up creative production and managing campaign workflows. In a recent discussion hosted by Devin Becker on the Naavik podcast, Sett co-founder and CEO Amit Carmi explained how automated tools help studios combat creative fatigue and deploy video and playable ads at scale.

Carmi stated that Sett originated from a shared passion for technology and games among its founders. Initially aiming to build an open-world MMORPG, the team recognized that they lacked a competitive advantage in game development. They pivoted to business-to-business services to tackle user acquisition issues for mobile games. Sett currently employs 70 people, primarily based in Tel Aviv, and has raised approximately $60 million from investors.

Addressing day-to-day operations, Carmi explained that Sett works primarily with user acquisition managers and creative strategists rather than marketing artists. The company utilizes agentic systems that analyze data from competitors, active campaigns, and target audiences. These tools help guide the generation of new video and playable ads. Carmi noted that targeting capabilities from major networks have reduced the lifespan of successful ad creatives, making creative fatigue a much faster hurdle for modern marketing teams.

While ad winners could previously sustain campaigns for months, high-scale campaigns now experience fatigue within weeks. Carmi emphasized that introducing fresh new concepts is vital to reviving performance compared to minor iterative updates. Sett provides data-driven creative workflows and gives access to its platform for generation and campaign management.