MuchCloser, MuchMusic’s social rewards and loyalty program, has added gamification powered by Badgeville to Sunday’s MuchMusic Video Awards.

Among the specific activites viewers are invited to participate in are its MMVA 10K Mission, its MMVA Performers mission and its Wristband Wizard Mission, all of which reward users for their engagement with the MuchMusic Video Awards by granting badges, trophies, other prizes and a chance to win $10,000.

These campaigns make sense, since MuchCloser was launched by MuchMusic in partnership with Epitome Pictures and Badgeville. The idea is to reward users who watch videos, vote in polls, answer questions, submit “likes” on Facebook and other things fans are likely to do anyway.

Selena Gomez (pictured) will host the 2012 MMVA Awards on June 17, with the red carpet beginning at 8 p.m. ET and the main event kicking off an hour later. Presenters include Lucy Hale, Darren Criss, Shenae Grimes, Munro Chambers, Kelly Osbourne, Conor Maynard and Cody Simpson

Since MuchCloser’s launch across MuchMusic digital properties in early May, more than one in three registered users return daily. Activity has increased by an average of 59 percent from week to week, with an average of more than 14 activities per user.

MuchCloser also announced several tasks and missions specific to Degrassi, which returns for its twelfth season in July.

Related links:

2012 MuchMusic Video Awards – official site

MuchCloser – official site

MuchMusic – official site

Badgeville – official site