Badgeville, which helps publishers offer "social rewards" to readers, has raised $2.5 million from Felix Investments, along with senior executives from eBay, Paypal, Chegg, Shopping.com,
Drugstore.com, Palantir, and Warner Music. According to VentureBeat
, the white-label
platform offers widgets and APIs to publishers looking to add game mechanics such as badges and rewards -- largely popularized by Foursquare -- to their sites.
In September, Badgeville won
the audience choice award at the TechCrunch Disrupt conference, and has partnered with publishers such as Comcast Sports, TechCrunch, Philly.com, The Next Web, and Blackbook. Badgeville CEO Kris
Duggan previously told VentureBeat that the startup was on track to reach $1 million in revenue by the end of the year. Also of note, a key competitor named BigDoor raised $5.47 million just last
month. With Badgeville, publishers can add existing widgets or create a more personalized experience through working with Badgeville's APIs.
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