Badgeville Rounds Up $12M

Menlo Park, CA-based Badgeville, which helps Web publishers and e-commerce providers equip their sites with game features to enhance customer loyalty, said today that it has raised $12 million in Series B financing. New investors Norwest Venture Partners and El Dorado Ventures led the round, which was joined by existing backers Trinity Ventures and Webb Investment Network. CEO Kris Duggan said in a statement that the startup plans to use the money “to continue to build out our team and to rapidly scale to meet broad market demand for social loyalty, behavior analytics, and smart gamification.”

Wade Roush is a freelance science and technology journalist and the producer and host of the podcast Soonish. Follow @soonishpodcast

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