Menlo Park, Calif. — Badgeville, a start-up company that provides game mechanics to websites, raised $12 million in a Series B funding round led by Norwest Venture Partners.

Since its launch in September, the company released a new version of their white label gamification technology — allowing companies to add incentives for customers who interact with their websites, such as “liking” links, commenting and tagging articles.

“It’s how you build audience loyalty through audience techniques from social gaming,” said Kris Duggan, chief executive of Badgeville.

Receiving backing from other companies such as El Dorado Ventures and previous investors Trinity Ventures and Webb Investment Network, the company includes NBC,, Interscope Records, Major League Gaming, Discovery Communications and Deloitte and Touche.

Badgeville announced their growth from four employees to 30, with 75 customers that have helped the platform gain a seven figure quarterly revenue that grows 40 percent quarter over quarter.

Tim Chang from Norwest and Tom Peterson from El Dorado joined the company’s board of directors.

Related Links: (Forbes) (Badgeville)