plyfe, a New York City-based new gamification service and platform, has completed a $1m seed funding round.
The round was led by Initial Capital, with participation from General Catalyst Partners, BHV VC, and angel investors, including plyfe Chairman, Zaw Thet.
Co-founded in 2010 by Zaw Thet, Mateen Aini (CEO), and Jeff Arbour (CMO), plyfe.me is both a free consumer destination and a platform for any company looking to increase engagement with their digital and social media touch points. It gives consumers the ability to be rewarded for their digital, social, mobile or real-world activities on plyfe.me or on plyfe’s partners’ sites, facebook pages, and apps.
The company is now moving from stealth mode to an invitation-only but public beta to be launched later in March. Interested people can visit plyfe.me to request an invitation.
As part of the Initial Capital investment, business angel Ken Lamb has joined plyfe’s Board of Directors. Sami Lababidi, co-founder of Mindshapes, Macrospace and Playfish, has also joined as a Board Observer.
The company, which has additional offices in San Francisco and Pittsburgh, is currently hiring (http://blog.plyfe.me/jobs).