Gamification start-up CrowdTwist has raised $6 million in a round of venture capital funding, in order to expand its brand and platform to more users.
The round of funding for the New York City-based studio was led by SoftBank Capital and Fairhaven Capital, CrowdTwist announced on Tuesday.
Launched in 2010, CrowdTwist's platform provides companies with features such as reward point systems and non-game applications to enhance engagement with audiences.
The system also allows developers to track and reward customer engagement across a variety of platforms, from mobile to social and online channels.
Irving Fain, chief executive at CrowdTwist, explained, "While the era of the fragmented social web is presenting a new set of engagement challenges, it is also significantly changing how brands view and approach customer loyalty."
"Brands that take steps now to connect all of their online and offline audiences and enrich the overall customer experience are well positioned to discover, activate and retain their highest-value customers."