Sett

the biggest blind spot in UA right now is creative strategy. most teams can make more ads. fewer know how to turn that output into a system that actually compounds performance instead of just burning through budget faster.                                     our Head of Marketing, Jonathan Fishman, is joining Singular's live panel with speakers from A Thinking Ape, CRAFTSMAN+, Liftoff Mobile, Z2A Digital, and Appier to get into exactly this.                                                                📅 April 15 · 9 AM PT / 5 PM GMT                                              free to attend, recording goes out to all registrants.                                                                👇 Link in the comments      

Marilyne Chasseur, Director of Performance Marketing at Scopely, breaks down creative testing to its core: protect campaigns that are already performing, and filter the noise before it eats your spend. simple enough, except AI just made creative volume explode and most teams are producing more without learning more. across Ubisoft, Social Point, and now one of the biggest mobile portfolios in the industry, she's seen it up close: some studios ship thousands of near-identical variations a month, and the incremental value is questionable at best. the volume keeps going up. the question is whether your testing is actually filtering for the right things. full episode in comments, this is a 60-second taste of a conversation that covers a lot more ground. 👉Sett: https://bit.ly/4t5roxy 👉Youtube: https://bit.ly/4d2DS4j 👉Spotify: https://bit.ly/4rP2ilq 👉Apple podcast: https://bit.ly/41oeGxV

Sett has raised a Series B, bringing total funding to $57M. A year ago we came out of stealth with a conviction: entertainment can't be predicted. But the way games grow into global hits can be radically better. In mobile gaming, UA & creative success makes or breaks a title. Everyone knows it. And the loop still runs on manual production, gut-based decisions, and slow testing cycles. We're building AI agents that continuously learn how to scale and improve game UA. Researching and ideating new creative directions. Generating high-quality playables and videos. Deploying to networks and analyzing what works. The future of mobile game UA and marketing: AI teammates working hand in hand with strategic human teams. Focused, fast, data-driven. Amplifying human creativity and taste. That's what we're here to build. Greenfield Partners F2 Venture Capital Bessemer Venture Partners TIRTA Ventures Raz Mangel Nir Goldstein Barak Rabinowitz Maor Fridman Ariel Sterman Ben Feder, glad you're part of it.

we asked Marilyne Chasseur what the UA manager becomes when the campaign automation takes over. her take: a growth hacker. someone who knows how the algorithm works, finds the edges, and makes small changes inside the game and strategy that compound into real scale. less time managing, more time outsmarting the system. Unpredictable Hits S2E4, full conversation with Scopely's Director of Performance Marketing. 👉Sett: https://bit.ly/4t5roxy 👉Youtube: https://bit.ly/4d2DS4j 👉Spotify: https://bit.ly/4rP2ilq 👉Apple podcast: https://bit.ly/41oeGxV

newsletter #009 is out. Scopely's director of performance marketing on the pod, why copycat creatives stop scaling after 7 days, and over $6B in deals reshaping who owns mobile gaming. what's inside:  • Unpredictable Hits S2E4 with Marilyne Chasseur (Scopely): UA teams should sit in creative meetings, creative testing is risk management not volume, and as automation takes over campaigns the job becomes growth hacking the algorithm  • the future of UA is managing a team of AI agents. the piece walks through every step of the loop, research to deployment, and paints what it looks like when agents run the work and you steer (Jonathan Fishman)  • Royal Match owns the rescue ad because The King is a real character, not a mascot. copycat creatives lose traction within 7 days and stop scaling after minimal impressions (Alexandra Pulinets)  • Last Asylum pulls $300K/day right after launch. 70% AI-generated videos, thousands of creatives, but the real edge is the volume of net-new concepts, not variations (Matej 🦩 Lancaric)  • Savvy closes $6B+ Moonton deal, ByteDance officially out of big gaming bets. Savvy's stack now includes Scopely, Niantic's gaming division at $3.5B, and ~$15B in transferred public gaming holdings (Gamigion)  • Nazara drops $100M on Bluetile and BestPlay: 375M downloads, 24M MAU, and an AI-driven dev pipeline that shipped 5 games in 6 months. legacy publishers aren't buying games anymore, they're buying the machine (Gamigion)  • when everyone has the same AI tools, taste is the last differentiator. ZiMAD's CCO on what actually separates studios now: "taste, decision-making clarity and strong operational discipline" (Paige Cook) 👇 read the full newsletter and subscribe. link in the comments.

bring UA into a creative meeting with branding? most marketing managers wouldn't think twice about keeping them separate. Marilyne Chasseur, Director of Performance Marketing at Scopely, thinks that's exactly the problem. she calls it "marketing squads," teams where UA and creative share the same KPIs, sit in the same rooms, and translate data into hypotheses together instead of passing spreadsheets through a chain. the idea isn't new, but the way she frames it is: the product marketer as an orchestra conductor, coordinating every section so nobody is playing a different song. in EP 04 of Unpredictable Hits Season 2, Marilyne gets into why creative testing is a risk management tool and not a volume game, how the disappearance of manual targeting is forcing UA managers to think like growth hackers, and what she learned about mobile ecosystems working in China years before the West caught on. if you manage UA, lead a creative team, or have ever wondered why those two groups still eat lunch at different tables, hit play.                                 👇 link in comments

every team can produce more ads now. AI solved that. the harder part is what comes after. what to test, how to read it, and how to turn creative into a system that compounds instead of a factory that burns budget. targeting signals are shrinking, automation keeps increasing, and creative became the one lever that actually moves performance. the teams that figured out how to build repeatable systems around it are scaling. the rest are producing more of what doesn't work. our Head of Marketing, Jonathan Fishman is joining Singular's live panel with speakers from A Thinking Ape, Craftsman+, Liftoff, Z2A Digital, and Appier to get into it all of it.                   📅 April 15 · 9 AM PT / 5 PM GMT                 free to attend, recording goes out to all registrants. 👇 Link in the comments

how do you actually get a gaming company to adopt AI? Luis de la Cámara, VP Marketing at Rovio Entertainment, breaks down how they're operationalizing it: AI-driven KPIs baked into every director's OKRs, a dedicated creative technology team that works hands-on with people across the company to help them keep up. 👉 get the insights in the full conversation on Unpredictable Hits, link in comments.

we're hiring across the board. engineering, product, marketing, sales, research, operations 🔥 we're not going to pitch you on why this place is special, you'll either feel it or you won't. we know it's not for everyone, never was. the careers page has the details. if you're curious, that's already a good sign.