Sett

you wake up, grab your coffee, swipe through 30 new playable concepts on your phone. nod, approve 25, send 5 back for changes. by the time you sit at your desk, ping on Slack: the agents have already uploaded the winners to AppLovin, Unity, Google. fixes on the other 5 done thirty minutes later, also live. now you focus on what matters. new audiences, sharper strategy, the calls only you can make. that's the UA manager's day in a few years. you become the CEO of your own role, managing a little company of You, with a team of AI agents running the campaigns while you make the strategic calls. the best developers today already work this way, the vast majority of their code is written by agents they manage. UA is next, and the gap between AI-literate UA people and everyone else is going to be brutal. we broke down what every step of UA work looks like when AI agents run it(research, ideation, production, deployment, analysis), and what your role becomes when they do. plus a list of tools to start playing with this weekend if you want to get ahead.

new humans at Sett! meet them in the carousel: a 16-year MapleStory loyalist, a Foo Fighters defender, a multiverse believer, and a Wikipedia rabbit-holer whoended in dim sum, a Murder Podcast obsessive, a Friends rewatcher, and someone who'd respawn as Riku from Kingdom Hearts. warm welcome to you all :)

Don Draper put an ad in a magazine. A UA manager loads creative into networks. same lever, the one that always decided who wins. on Unpredictable Hits, Shay Ze'ev Yosifon (VP Marketing @ Zynga) lays out where the UA role is actually heading. automation and algorithms now run campaign management better than any human could, and the levers a UA manager can actually pull keep getting fewer. what stays 100% under your control, from the moment it starts till the moment it ends, is creative, the first time a customer ever meets your brand. listen to the full episode: 👉Youtube: https://bit.ly/4tjrfao 👉Spotify: https://bit.ly/4tsFtFR 👉Apple podcast: https://bit.ly/486GbA0

Shay Ze'ev Yosifon, VP Marketing at Zynga, on playables: "build a game that is an ad, not an ad that is playable."  on EP 05 of Unpredictable Hits, he got into why so many playables fall flat, and why a few companies crush it. full conversation on playables, creative as the last real lever you have, and more 👇 link in comments.                                                                                  

Sett just got named one of Israel’s top 50 private tech companies. CTech by Calcalist's 2026 list of the 50 most promising Israeli startups is out and Sett's on it. we're the team building AI agents that continuously learn how to scale and improve mobile game UA. ps: people here are sharper than their job title suggests and allergic to corporate theatre. if that's your speed, come build with us. check our careers page ;)

we asked Shay Ze'ev Yosifon, VP Marketing at Zynga, what success would look like if it were a place. watch the clip, then go listen to the full episode. he gets into creative, playable ads, marketing leadership, and where UA is heading. all of it worth your time. Unpredictable Hits S2 EP05. full episode in comments.

from building teams at Playtika to scaling Monopoly Go at Scopely to leading marketing for Zynga studios like Gram Games and Socialpoint, Shay Ze'ev Yosifon has been in the rooms where the hard calls get made. ep 05 of Unpredictable Hits Season 2. he gets into what it actually took to scale one of the biggest mobile game launches in recent history, why creative is the last lever fully in your hands, how marketing teams should sit inside game studios not above them, what makes playable ads work when you stop treating them like ads and start treating them like games, and how he thinks about leading marketing in an industry that won't sit still. a fire conversation. you shouldn't miss. 👇 link in comments

targeting signals are shrinking, automation is eating paid social, and the one lever teams still fully control is creative. our Head of Marketing, Jonathan Fishman, is joining Singular's live panel with mobile growth and creative leads from A Thinking Ape, CRAFTSMAN+, Liftoff Mobile, Z2A Digital, and Appier to get into how top teams are building repeatable creative systems, structuring testing that produces real signal, and what's actually working across formats, UGC, and AI workflows right now. 📅 April 15 · 9 AM PT / 5 PM GMT free to attend, recording goes out to all registrants. 👉 https://hubs.li/Q047sYzw0