Unpredictable Hits

Amit sits down with Nimrod Klinger, VP of Marketing at CrazyLabs, who started as the company’s only UA manager, working alongside one video editor and one graphic designer, and grew with it through kids’ games, hyper-casual and hybrid casual. He has spent roughly a decade adapting to a business that keeps changing, from weekly launches and manual bid adjustments to longer development cycles, higher creative standards and a marketing team learning to build with AI.For Nimrod, changing how the team works starts with doing the work himself, making time to build with AI and expecting people to stretch beyond their specialties. He explains how adoption became mandatory, with all 35 marketers presenting their progress to him and the COO, and why human judgment remains essential as creative production gets faster. They also discuss what broke in hyper-casual’s economics, why its simple design philosophy still works, and how those changes reshaped the demands on marketing. That leads into CrazyLabs’ UA 2.0 role, where each UA manager becomes the CMO of their game, helping shape product decisions and owning creative and store strategy. At the time of recording, he says half of theteam’s creative wins were already coming from UA managers themselves.

In this episode, Amit Carmi, CEO at Sett, sits down with Uri Pearl, VP of Marketing at Papaya Gaming, to talk about marketing in one of the most successful and least understood corners of the industry: real-money skill gaming. Uri's path is anything but typical, he started as an international relations and economics analyst writing trade reports for the prime minister's office before a former professor pulled him into gaming, and he grew from the fifth employee at Papaya all the way to VP, building the entire marketing function as the company scaled.They get into why skill gaming gave Papaya a real edge by skipping the 30% app store fee, how Uri markets to three completely different players at once, the money-led, the challenge-led, and the casual crowd he has to convert, and why building a player's confidence matters far more than telling them to "use your skills." They also dig into how CTV and television make gaming feel legitimate, the emotional pull behind campaigns like Swing and Play For Real, what it really takes to land in a new country like the UK, why a familiar genre like Solitaire travels while Triple Match doesn't, and how research and strategy become the real moat as AI commoditizes creative production.

Amit sits down with Amos Adler, VP of Growth at SciPlay, a veteran of one of the biggest social casino portfolios in the world. Operating in a matured, red ocean market, Amos runs growth as something closer to a science than a spend button, and he is sharp about where the real leverage lives.They get into why creative is the only lever you fully control, and how SciPlay built a centralized creative strategy team to stop leaving money on the floor, why attribution is never a one-time decision but a constant hunt for the truth, and where AI is taking mobile UA next: the end of the operator, the rise of the analyst, and a near future where commerce, CPA and IAA run 90% autonomous

Amit sits down with Yotam Papo, CEO and co-founder of PeerPlay, who took one of the least conventional paths into gaming: from running one of Tel Aviv's biggest nightlife businesses and making chart-topping dance hits as a DJ, to GM at Huuuge Games, to founding his own casual studio. He fell in love with the business of gaming, with monetization and free to play, and with the way it constantly pushes you to be excellent.
The heart of the conversation is how PeerPlay actually operates: a company born with AI, where everyone codes and everyone is still a junior, and why studios that don't go deep on AI will simply lose their best talent. They get into why you can't launch an MVP anymore when you are competing with entertainment and even with Claude Code itself, why launching a game is a continuous process rather than a single moment, and why the real edge comes from conviction and intuition, not just data, in the years before you have any. Along the way Yotam shares PeerPlay's bets, from injecting casino-grade volatility into casual gameplay to building what he calls the world's first gay mobile game.

Matt Veysberg, Director of Global Creative Marketing at Plarium (the studio behind RAID: Shadow Legends), has spent 15 years working on the bridge between business and creative, in gaming and outside it (MyHeritage, Lightricks, Lumen), and he joins Amit with sharp, specific opinions about where creative marketing is actually going.They get into what product marketing really is, and why it is the missing link most studios still don't hire for, why you only need one winning creative instead of a thousand, and how, because the algorithm has no taste, methodology and the "why" behind every test still decide who wins. Matt breaks down how to structure a creative marketing team around disciplines instead of headcount, how he preps creative before launching a new game, and the honest truth about brand and IP: why brand is a two to three year investment and not performance marketing, why a celebrity is not a brand, and how Plarium chooses collaborations like Alice in Wonderland, Predator, and Assassin's Creed so they feel like a natural fit and not a brand slap. Plus where AI leaves the human: taste and experience as the last real differentiator.

Amit sits down with Noam Gohary, ex-Director of Product & Marketing Tech at Scopely and Playtika, to crack open what's actually broken under the hood of mobile games marketing, and the things the industry has quietly accepted as "good enough." Noam brings the rare holistic view: how studios, games, and UA teams mesh (or don't), why the foundations of attribution haven't evolved, and what shifts when AI starts touching every layer of the stack.In this episode: attribution stuck in the stone age while algorithms became spaceships, the black box problem nobody at Google or AppLovin can explain, the studio-game-UA gap and the money quietly missed inside it, why UA is just an amplifier (a weak game can't be saved), the new UA manager as diplomat over optimizer, and AI in 2026 with personalized game lobbies and shrinking teams.

Amit Carmi, CEO at sett, sits down with Shay Yosifon, VP Marketing at Zynga, who previously led performance marketing for one of the biggest mobile game launches in recent history: Monopoly Go. From building centralized marketing teams at Playtika to scaling UA at Scopely and now overseeing marketing for studios like Gram and Socialpoint, Shai brings a rare depth across the entire mobile gaming marketing spectrum.
In this episode, Shay breaks down what it took to scale Monopoly Go from soft launch to the top of the charts, why creative is now the only lever UA managers fully control, and how the role of UA is shifting toward signal optimization and early monetization strategy. He makes a sharp case for embedding marketing inside game teams, explains why playable ads should be built by game designers and shares his view on AI as a force multiplier that frees talent to focus on what matters most: innovation.

In this episode, Amit Carmi, CEO at Sett, sits down with Marilyne Chasseur, Director of Performance Marketing at Scopely. 
She breaks down why UA, creative, and branding should operate as one marketing squad with shared KPIs instead of siloed teams passing assets around. They dig into why creatives have become one of the last levers UA managers actually control as manual targeting disappears, how Asian publishers are flooding the market with massive creative volume but tiny iterations that may not move the needle, and why the UA role is evolving from media buyer to growth hacker. 

In this episode, Amit Carmi, CEO at Sett, sits down with Luis de la Cámara, VP of Marketing at Rovio, to talk about what it takes to market one of the most recognized gaming brands in the world. Luis has been in gaming for 20 years, starting at EA, moving through 2K, Gameloft,King, and Scopely before leading marketing at Rovio for the last four years.
He shares how Rovio balances UA creative performance with protecting the Angry Birds IP, why fake ads actually work when they match player motivations, and how he embedded marketing teams directly into game studios. They also get into why Chinese and Turkish studios are eating the West's lunch, how the UA role is evolving as automation takes over, and how Rovio built an internal team of "surfing instructors" to help everyone ride the AI wave.

In this episode, Amit Carmi, CEO at Sett, sits down with Asi Burak, Chief Business Officer at Tilting Point, to dive into the business side of mobile gaming from someone who's been in the industry for over two decades. Asi shares how Tilting Point evolved from traditional publishing to pioneering UA financing in 2017, why that model has now become the industry standard, and what it takes to win big IPs like 007 and SpongeBob in a market where launching new games is harder than ever.
They also discuss how AI is reshaping monetization and advertising, and why Asi believes video games are still a medium the world underestimates.