Unpredictable Hits

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.