Badgeville, a Menlo Park, Calif.-based developer of a social loyalty, behavior analytics, and smart gamification platform, has closed a $12m Series B funding.
The company intends to use the funds to continue to grow its team. With close to 30 employees, Badgeville plans to scale its team to 50 this year. Recent addiotions include social gaming, loyalty, and analytics experts from Zynga, Playdom, Omniture, Google and American Express.
In conjunction with the funding, Norwest’s Chang and Tom Peterson, Partner at El Dorado Ventures, joined the company’s board.
Founded in 2010 and led by CEO Kris Duggan, Badgeville gives content, commerce and community brands the ability to drive and measure user behavior through “Gamification”, the practice of applying behavior motivating techniques from traditional games to non-game experiences.
Customers include Discovery Communications, NBC, Bluefly, Interscope Records, Major League Gaming, Deloitte Digital, and The Active Network.
The company has offices in New York and Europe.