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Type Private Company
Industry Software as a service (SaaS), Gamfication, Computer Software
Headquarters Redwood City, California (2014)
Area served Worldwide
Key people Kris Duggan (Co-Founder)
Wedge Martin (Co-Founder)
Jon Shalowitz (CEO & President)
Steve Sims (Chief Design Officer & Founder of the Behavior Lab)
Raymond Lim (CFO)
David Hutchings (Chief Architect)
Roel Stalman (VP of Product Development)
Laura Lilyquist (VP of Marketing)
Products Behavior Engine, Gamification Frameworks, Widget Studio & API, Behavior Analytics
Employees 70 (Q1 2012)

Founded in 2010, Badgeville, Inc., is a privately held technology company headquartered in Redwood City, California with an additional office in New York. With hundreds of global customers, Badgeville offers a Saas-based technology for web and mobile sites to measure and influence user behavior. This technology brings Game Mechanics, Reputation Mechanics, and Social Mechanics to industry leaders and innovators including American Express, Oracle, Samsung, Bell Media, Kendall Jackson, Philips Electronics, and more.


Badgeville provides a software as a service platform that enables businesses to apply behavior-influencing techniques, such as gamification, across their web and mobile experiences. The company, founded by Kris Duggan and Wedge Martin, launched at TechCrunch Disrupt on September 27, 2010 where it was a finalist and won the Audience Choice Award.[1] At that time, the company had raised less than $300k in angel funding.[2]

In November 2010, Badgeville raised a $2.5M Series A round led by El Dorado Ventures and Trinity Ventures.[3] Badgeville subsequently raised a $12M Series B Round in July 2011, led by Norwest Venture Partners and El Dorado Ventures.[4]

In September 2011, Badgeville announced Social Context, which enabled businesses to add social mechanics to their web and mobile experiences.[5] In November 2011, Badgeville unveiled the Behavior Platform for Enterprise, expanding their business beyond gamification to include enterprise employee management and community reputation systems.[6][7]

In November 2011 Badgeville was named to Forbes' list of America's 100 most promising companies.[8]

Customers and Partners[edit]

Badgeville’s partners help build more engaging experiences for their customers and employees.

According to the company website, Badgeville has many customers including: EMC, Samsung, Deloitte, Marketo, Bell Media, CA Technologies, American Express, Kendall Jackson, AT&T, and more. [9]

In addition to customers, the company site lists multiple partners. Badgeville partners with leading Independent Software Vendors (ISVs), including: Oracle, Yammer, and IBM, among others. Other Badgeville partners are System Integrators, including: Accenture and Deloitte. Badgeville also partners with agencies, including: Media Interactive, Crimson Consulting Group, and Hinttech, among others. [10]

The company offers integrations of its platform with third-party platforms and software including Jive Software, Yammer, Zendesk, Salesforce, Sharepoint and Bazaarvoice.

Awards and Recognitions[edit]

September 2010: TechCrunch Disrupt Audience Choice Award

November 2011: Badgeville was named to Forbes' list of America's 100 most promising companies.[11]

April 2012: Badgeville named "Cool Vendor" in Social CRM by Gartner [12]


The Dynamic Game Engine—a patented platform that tracks any behavior in a digital setting and can trigger rewards for user behaviors. [13]

Widget Studio & API—a collection of configurable gamification widgets including leaderboards, activity streams, and achievement showcases, with an additional API for further customization.

Social Context, a product that surfaces real-time user behavior.[14]

Gamification Frameworks—a collection of gamification programs that support popular gamified business use cases, including Core Gamification, Community Expert, Competitive Pyramid, Gentle Guide, and Company Collaborator.

Analytics—Badgeville Analytics leverages a dynamic MongoDB-based platform to record contextual information about every behavior performed and every reward earned, leading to a comprehensive set of metrics dealing with the user base, retention, and engagement.



  1. ^ Duggan, Kris (2011-02-12). "Lessons From TechCrunch Disrupt Audience Choice Winner Badgeville's Launch". TechCrunch. Retrieved 2011-12-13. 
  2. ^ Siegler, MG (2010-09-27). "Badgeville Wants To Layer Social Gaming (And Yes, Badges) Across The Entire Web". TechCrunch. Retrieved 2011-08-26. 
  3. ^ Vadav, Sid (2010-11-22). "Badgeville Raises $2.5M to Spread Game Mechanics Across the Web". VentureBeat. Retrieved 2011-08-26. 
  4. ^ T, Dean (2011-07-13). "Badgeville Raises $12M to Lead the Way in Gamification". VentureBeat. Retrieved 2011-08-26. 
  5. ^ Geron, Tomio (2011-09-12). "Badgeville Looks Beyond Gamification with 'Social Fabric'". Forbes. Retrieved 2011-12-12. 
  6. ^ Badgeville, Press Release (2011-11-07). "Badgeville Unveils First Behavior Platform". marketwire. Retrieved 2011-12-12. 
  7. ^ Carr, David (2011-11-07). "Badgeville Takes Cue From Facebook With 'Behavior Graph'". InformationWeek. Retrieved 2011-12-12. 
  8. ^ Forbes, America's Most Promising Companies List (2011-11-30). "America's Most Promising Companies, #92". Forbes. Retrieved 2011-12-12. 
  9. ^ Badgeville. "'Customers'". Badgeville. Retrieved 2014-7-10. 
  10. ^ Badgeville. "'Partners'". Badgeville. Retrieved 2014-7-10. 
  11. ^ Forbes, America's Most Promising Companies List (2011-11-30). "America's Most Promising Companies, #92". Forbes. Retrieved 2011-12-12. 
  12. ^ Badgeville, Badgeville Named as Cool Vendor (May 2012). "Cool Companies". Forbes. Retrieved 2011-12-12. 
  13. ^ T, Dean (2011-05-31). "Badgeville amplifies gamification with version 2.0". VentureBeat. Retrieved 2011-08-26. 
  14. ^ Perez, Sarah (2011-09-12). "On Its One-Year Anniversary, Badgeville Launches A New Product Called Social Context". VentureBeat. Retrieved 2011-12-13. 

External links[edit]