14 THG 4

Shay Ze’ev Yosifon: Zynga’s VP on Monopoly Go, the last UA lever, and UA managers' future

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.

1 giờ 2 phút

24 THG 3

Scopely's Dir. of Performance Marketing on the Death of Manual UA, Building Marketing Squads, and Why UA Becomes Growth Hacking

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.

1 giờ 2 phút

10 THG 3

Rovio's VP Marketing on Player Motivations, Protecting a Legacy IP, and Why APAC Is Winning

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.

1 giờ 5 phút

24 THG 2

Asi Burak: Tilting Point's CBO on UA Financing, Big IPs, and a Changing Industry

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.

57 phút

11 THG 2

Yair Melamed: From Engineer to Running 1,000+ People at Zynga

In this episode, we sit down with Yair Melamed, SVP Games at Zynga, to explore what it really takes to lead at the highest levels of mobile gaming. Yair shares why even while managing over a thousand people, the best executives stay obsessed with the details, and how that obsession is what enables strategic thinking, not the opposite. From his early days as an engineer at Playtika to Chief Games Officer at Wildlife and now running multiple studios at Zynga, Yair's career spans every phase of the mobile gaming journey. We discuss launching new games in an era of rising CPIs, the fight for players against aggressive APAC competition, how to scale a game into a real business, and the personal moments that shaped his leadership including the decision to bet on himself and leave his comfort zone.

1 giờ 11 phút

10 THG 2

Unpredictable Hits Season 2 - Barcelona

Different city, same obsession. This season, Unpredictable Hits lands in Barcelona to sit down with the people who've been shaping mobile gaming for years. Serious studios, global hits, and a lot of tapas.We're diving deep into what's really moving mobile games right now: UA and creatives, AI, and how the best teams are building systems that scale. Each episode, Amit, Co-Founder & CEO of Sett, brings in brilliant guests to talk shop and unpack what's working, what's broken, and what's next.This is the show for UA and marketing people who want to stay curious, stay sharp, and stay in the game.

1 phút

16/12/2025

JAGEX (RuneScape) Community, Craft and AI: Running a Game That Never Dies

Unpredictable Hits is a series of sharp, fun, and brutally honest conversations with the people shaping the future of mobile gaming in the AI era.In this episode, we sit down with Jon Bellamy, CEO of Jagex, to explore what it takes to lead RuneScape, a 25-year-old world that millions still treat as home. Jon explains why running Jagex often feels “more like government than game development,” and how community and trust shape every decision.From his early years as a RuneScape player to roles in VC, Huge Games, and now the CEO seat, Jon’s path spans every side of the industry. We discuss legacy, community governance, the real impact of AI on development, and what it takes to keep a living game thriving across generations.We dive into:(00:00:00) Intro and Jon's journey to Jagex(00:02:42) Managing a community like a government(00:06:51) The 70% poll threshold for new features(00:09:23) Dragonwilds and early access success(00:14:10) Card Game: Hardest lessons and unsolvable problems(00:20:06) Strategy: Betting on 10 bold things(00:26:21) Balancing new players vs. loyal community(00:37:43) The truth about AI in game development(00:46:04) Human creativity vs. "AI Slop"Check other episodes: https://www.sett.ai/podcastLinkedIn: https://www.linkedin.com/company/sett-ai/posts/?feedView=all

48 phút

25/11/2025

IP games, running Hutch & building a new studio in the AI era

Unpredictable Hits is a series of sharp, fun, and brutally honest conversations with the people shaping the future of mobile gaming in the AI era. In this episode, we sit down with Shaun Rutland, ex-PlayStation and founder of Hutch, to explore how the playbook for building a studio is shifting, and what it takes to do it with clarity and speed. From Royal Mail to PlayStation to Hutch, Shaun’s career moved across roles, platforms, and company sizes — all the way to building his own AI-first studio today. It’s a look at how experience, adaptability, and timing shape the way modern game studios are built. We dive into: (00:00) Intro: AI, Mobile Games, and the Unfiltered Truth (01:17) Shaun's Path: Postman, PlayStation, and Hutch's Origin (08:22) Crucial Lesson: Why You Must Ship the Game (15:25) The Danger of Hyper-Growth & Team Alignment (28:25) AI-First Studio: Why Now is the Best Time to Build (34:29) AI's Biggest Impact: Why It's Not Just Art Assets (45:50) Competitive Edge: Distribution Trumps Execution (50:10) Early Marketing Hire: Finding the Science-Driven Marketer (57:15) Founder Advice: Community, Focus, and Giving Back Check other episodes: https://www.sett.ai/podcast LinkedIn: https://www.linkedin.com/company/sett-ai/posts/?feedView=all

1 giờ

04/11/2025

UA and Creatives in the Era of AI and Finding Winners with Zynga's Creative Director, Zeynep

Unpredictable Hits is a series of sharp, fun, and brutally honest conversations with the people shaping the future of mobile gaming in the era of AI. In this episode, we sit down with Zeynep Tasoz Cataner, Senior Marketing Creative Director at Zynga, to talk about the tension between speed, data, and authenticity in mobile gaming. She shares what it takes to build creative teams that move fast without losing their edge, and why AI won’t replace artists, but will raise the bar for them. We dive into: (00:00) Intro (01:31) From Brand Entrepreneur to Zynga’s Creative Lead (05:00) The Crisis of Authenticity in an AI World (07:50) Balancing Scale, Authenticity, and Retention with Authentic Ads (15:38) The "Deconstruction" Method: How to Find Your Next Hero Creative (28:22) The Secret to Ending UA vs. Creative Team Tension (31:36) What is a "Data-Driven Artist"? (39:38) Launching New Games: Creative Strategy for Soft Launch (45:10) Advice for Creative Leaders and Entrepreneurs Check other episodes: https://www.sett.ai/podcast LinkedIn: https://www.linkedin.com/company/sett-ai/

49 phút

19/10/2025

Tripledot’s Akin Babayigit: Hard Work Over Know-How, Rising Hubs & the AI Era

Unpredictable Hits is a series of sharp, fun, and brutally honest conversations with the people shaping the future of mobile gaming in the era of AI.Most founders dream of building a gaming empire. Akin Babayigit actually did it.In this episode, we sit down with the co-founder of Tripledot Studios, one of Europe’s fastest-growing game companies, to unpack his journey from Turkey to the global gaming stage. Akin shares some unfiltered perspectives on risk, resilience, and building from zero to one.We dive into: Global forces in mobile gaming The personal bets and early risks behind founding Tripledot How Akin thinks about scaling a gaming company (and why he thrives in the zero-to-one stage) What it means to build for the long game vs chasing short-term wins The mindset shift that separates good founders from legendary ones If you care about games, startups, or building something that lasts, this one’s for you (00:00) Intro(01:15) Akin Babayigit’s Journey: From Turkey to Yale and McKinsey(09:51) Building the Facebook (Meta) Gaming Ecosystem(14:06) The Founding Story of Tripledot Studios(19:47) The "Zero to One" Founder vs. The Scaled Executive(36:55) Why Turkish and Chinese Gaming Studios are Dominating(40:08) How Gaming Companies Should Actually Be Using AI(53:24) Advice for New Founders: "If Not Now, Then When?"

1 giờ

TRAILER

Meet Unpredictable Hits

What happens when AI collides with mobile gaming? This is Unpredictable Hits, a series of sharp, fun, and brutally honest conversations with the people shaping what’s next. We’re here to find out what’s actually happening and where it's all headed, straight from the source. Each episode, Amit, Co-Founder & CEO of Sett, teams up with brilliant guests to talk shop and ask the hard questions. Join us as we explore the weird, the brilliant, and the broken sides of AI in gaming and try to make sense of it all.

1 phút

Unpredictable Hits

Tập

Shay Ze’ev Yosifon: Zynga’s VP on Monopoly Go, the last UA lever, and UA managers' future

Scopely's Dir. of Performance Marketing on the Death of Manual UA, Building Marketing Squads, and Why UA Becomes Growth Hacking

Rovio's VP Marketing on Player Motivations, Protecting a Legacy IP, and Why APAC Is Winning

Asi Burak: Tilting Point's CBO on UA Financing, Big IPs, and a Changing Industry

Yair Melamed: From Engineer to Running 1,000+ People at Zynga

Unpredictable Hits Season 2 - Barcelona

JAGEX (RuneScape) Community, Craft and AI: Running a Game That Never Dies

IP games, running Hutch & building a new studio in the AI era

UA and Creatives in the Era of AI and Finding Winners with Zynga's Creative Director, Zeynep

Tripledot’s Akin Babayigit: Hard Work Over Know-How, Rising Hubs & the AI Era

Meet Unpredictable Hits

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Meet Unpredictable Hits

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