Gamification platform Badgeville closed a $25 million Series C round of venture financing, led by InterWest Partners with participation by prior investors. InterWest general partner Doug Pepper will join the company’s board of directors.

Badgeville’s clients include Samsung, NBC, the Walt Disney Company, Universal Music, Fox, Vevo, Barnes & Noble, eBay’s X.commerce, Rogers Communications, Bell Media, Ford and more than 150 others.

Badgeville explains that its platform enables a company to measure and influence user behavior across all of its websites, mobile sites and enterprise applications, resulting in improved user engagement, employee efficiency and customer loyalty.

In addition to InterWest, Badgeville is funded by Norwest Venture Partners, El Dorado Ventures, Trinity Ventures and the Webb Investment Network.

Founded in 2010, Badgeville is based in Menlo Park, Calif., and has offices in New York and Amsterdam.

Related links:

Badgeville – official site

Badgeville – press release