Unpredictable Hits

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 e...

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 ma...

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...

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 perfo...

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 wi...

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 O...

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 &...

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...

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 care...

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 wit...

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 ga...

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. Joi...