🔥 Mobile gaming UA creative is a $25 billion bottleneck. Sett just raised $30M to remove it

The round closed this week. Total funding $57M.

Greenfield Partners led it, Bessemer Venture Partners joined.

What Sett does: AI agents that generate ad creatives, playable ads and marketing assets in hours instead of weeks. Built specifically for mobile gaming UA.

They are not alone.

AppLovin's AI video generator already repurposes creative assets for in-game ads, optimising in real time. No brief. No agency. No 2-week turnaround.

Tenjin's ComfyUI pipeline helped one studio scale to $2M/day in UA spend using AI-generated image-to-video workflows.

Parker AI is handling creative scripting and strategy for performance marketers at a fraction of the cost of agency production.

Three different companies. Three different approaches. All making the same bet.

The UA managers who survive the next 2 years won't be the ones best at briefing agencies and reviewing creative iterations. I think they will be the ones who can prompt, orchestrate and evaluate AI systems that do it for them.

Greenfield and Bessemer didn't back Sett because the technology is interesting. They backed it because the economics are obvious.

A $25 billion market where the bottleneck is human creative output is exactly the kind of market that AI eats first.

I think the transition is closer than most UA teams are planning for.