When we first met Amit Carmi and Yoni Blumenfeld, they were 23 years old and already shipping product at a pace that caught our attention.
They were building a Gen Z investing app at the time, but what impressed us most wasn’t the app. It was their honesty.
After launching, they reviewed the unit economics and saw what many founders don’t want to admit: the business wasn’t scalable without massive funding and structural shifts in the market. They could’ve tried to brute-force it. Instead, they made the hard call to pivot.
Great founders follow the signal. Amit and Yoni did exactly that.
They went back to first principles. They asked: what do we love, where is the market moving, and where can we build a category-defining company?
The answer was right in front of them: gaming.
The Shift in Gaming: Content Becomes the Bottleneck
Mobile gaming is a $100B+ global industry. Studios spend nearly $30B a year on user acquisition—but since Apple’s ATT and the loss of IDFA, performance marketing has been turned on its head. Precise targeting is gone. CACs are up. And studios are scrambling for the new growth lever.
That lever is content.
The entire industry now relies on high-performing creative to acquire users, retain them, and monetize them. Ads, playable demos, highlight reels, storyboards, and trailers—delivered in high volume, adapted across geographies and formats, tested constantly.
The creative function is now an industrial necessity. But most studios can’t scale their output fast enough or optimize it with data. That’s the gap Amit and Yoni zeroed in on.
Sett's Product: Performance-Driven Content at Scale
Sett uses agentic AI, combined with real-time performance data, to automatically generate content for game studios. Playable ads, cinematic reels, asset variants, and more—created, tested, and iterated in real time.
This isn’t “AI for fun.” It’s AI that drives results. One head of growth at a major studio called it “a no-brainer.”
And ads are just the beginning.
Sett’s roadmap is a classic land-and-expand. They start at the top of the funnel with marketing content—but the long game is in-game content: character animations, cut scenes, reward sequences, dynamic storytelling. That market is 4x larger than gaming ad spend—and growing fast.
Sett isn’t just an AI layer. It’s the new creative infrastructure for gaming.
Sett was Built on Discovery, Not Assumption
After letting go of their first idea, Amit and Yoni didn’t chase the next shiny thing. They went deep.
They conducted hundreds of structured interviews across the gaming value chain—founders, CMOs, artists, monetization leads. They listened, tested hypotheses, validated willingness to pay, and built quickly around the strongest insights.
They did serious fieldwork. And that led to product. Product led to usage. Usage turned into traction. Word spread fast—and within a year, Sett was doing millions in ARR, with 10x growth and a waitlist for every new release.
Inside Sett’s Early Days: The Role of F2’s Operator Platform
That level of discovery, speed, and honesty doesn’t happen in a vacuum. It happens in the right environment.
That’s why we built the F2 Operator Platform—to give founders like Amit and Yoni space to test, explore, and adapt before raising a traditional seed round.
It's a safe, supportive playground where the best teams can move fast without the external pressure to pretend everything is working when it's not.
For Amit and Yoni, it meant having the freedom to let go of what didn’t work — and the room to discover something much bigger.
When they found it, we backed them again.
Founders Who Build Under Pressure
Amit and Yoni didn’t just keep building through challenges. They built through a war.
After October 7th, Amit was called up for active duty and served for hundreds of days on the front lines. During that time, Yoni ran the company on his own. He kept the team focused, delivered key milestones, and pushed the product forward.
Out of necessity, they built internal AI systems to stay efficient and maintain momentum. Those systems now power their scale.
When Amit returned, the team picked up without missing a beat. They moved faster, with more clarity and alignment than before.
These are bold founders. They move with speed and clarity. They build for performance, not appearances. They operate with the discipline of veterans, even though they’re still in their 20s. Their focus and momentum have drawn comparisons to the early days of the Collison brothers at Stripe. Not just fast execution, but deliberate, compounding progress.
Why We Invested (and Why We Doubled Down)
We backed Sett at inception, before there was a product and before there was traction, because we believed in Amit and Yoni. When we saw how quickly they found pull in the market and how effectively they executed, we doubled down.
Bessemer Venture Partners, who joined us in the seed round, led Sett’s Series A, bringing total funding to $27M. They recognized that Sett was building foundational infrastructure for one of the most valuable segments in entertainment.
We’re also thrilled to welcome Akin Babayigit, who joined the round through his new $100M gaming fund, Arcadia Gaming Advisors. When the kingpin of gaming wants in, you know the company is building something real.
Amit and Yoni were 23 when they first walked into our office. They’re now 26. Like the rare founders who start young and build for decades, they have time, focus, and a crystal-clear sense of where they’re going. We’re with them for the long run.
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