How Sett Drove UA Performance for PAPAYA’s Solitaire Cash & Bingo Cash

0 %

of SoV for Bingo Cash & 46% of installs

0 %

SoV for Solitaire Cash & 25% of installs

0 +

new playables & video concepts in 2 weeks

Headquarters

Tel Aviv

Genres

Real-Money Skill Games

Number of games

Installs / MAU

15M+ installs | ~2M MAU

Company Size

Enterprise

Great creative work, delivered with a personal touch. The SETT team consistently listened to our needs, adapted quickly, and always delivered, making them a reliable and thoughtful creative partner.
— Johnny Meital, Creative Strategy Team Lead @ PAPAYA

Creative is the fuel for growth, and Sett makes sure you never run out. It helped us test bold ideas, adapt to new trends, and stay ahead of the game. What used to take weeks or even months now takes days.
— Daniel Fridman, Performance Lead @ PAPAYA

The Challenge

Before working with Sett, producing enough playables and videos was a constant challenge for PAPAYA. In-house production and external partners couldn’t always keep up with demand. On top of that, creative fatigue was inevitable, once the strongest ideas had run their course, finding new winners became increasingly difficult.

PAPAYA needed a way to break out of that cycle, explore fresh directions, and build a deeper creative bench to stay ahead of the curve.

With Sett

Sett completely reshaped PAPAYA's creative engine. In just a few weeks, the UA team gained more than 15 brand-new playable concepts and a steady stream of fresh video ideas ready to test. Each week, Sett’s platform delivered new videos built around four fresh concepts, each with multiple high-level iterations designed for structured testing, effectively doubling PAPAYA’s creative output.

Weekly syncs with Sett’s Partnership Growth, created a consistent feedback loop that kept both sides aligned. These sessions gave PAPAYA space to review performance, adjust priorities, and sharpen creative goals in real time.

By filling critical gaps in the pipeline, Sett freed PAPAYA's in-house studio to focus on complex ideas, UGC production, and bolder creative directions. The result: faster adaptation to shifting trends, systematic scaling of top-performing concepts, and campaigns that consistently stayed on top.

The Results

Solitaire Cash

The Solitaire Cash creatives powered by Sett captured 26% Share of Voice and 25% of Installs between April 1 and August 14, 2025.

Bingo Cash

The Bingo Cash creatives powered by Sett captured 36% Share of Voice and 46% of Installs between April 1 and August 14.

want to join the party? Join the waitlist!

Explore product

About PAPAYA

Founded: 2019 Major Games: Triple Match Cash, Bingo Cash, Solitaire Cash

PAPAYA Gaming develops real-money skill-based mobile games that combine casual mechanics with competitive edge. With hit titles like Solitaire Cash and Bingo Cash, the company delivers fast, fun gameplay with real stakes and real results. Founded in Tel Aviv, PAPAYA is one of the leading players in the skill-gaming space, known for its data-driven mindset, relentless UA focus, and ability to scale performance through rapid creative iteration.

About Daniel Fridman

Daniel Fridman Performance Lead

Daniel Fridman is a performance marketer with nearly a decade in the trenches, from mobile apps to eCommerce to lead gen. He cuts through the noise and vanity metrics to focus on what actually moves the needle: ROI. As Performance Lead at PAPAYA, Daniel brings data and creative together to drive measurable growth at scale.

About Johnny Meital

Johnny Meital Creative Strategy Team Lead

With over a decade of experience in mobile gaming and online publishing, Jhonny Meital specializes in uniting real-time performance data with compelling storytelling to drive user acquisition and creative strategy. As Creative Strategy Team Lead at PAPAYA, he focuses on scaling high-performing concepts, building structured testing frameworks, and enabling in-house teams to explore bold creative directions that keep campaigns ahead in a fast-changing market.