Unpredictable Hits

Noam Gohary: Ex-Scopely Director on Attribution, Black Box Algorithms, and Why UA Is an Amplifier

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.

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.

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.

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.

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.