Plyfe, a startup that allows brands to promote themselves through games and rewards, is moving onto mobile today — Plyfe games can now be played on the company’s mobile website, as well as embedded in smartphone apps. The company is also announcing that it has raised $750,000 in bridge funding.
The basic idea: Games are a much more engaging way than traditional advertising for brands to reach consumers and fans. Each game consists of a set of challenges, some of which involve basic promotional stuff like sharing content on social networks, and some of them being more, well, game-like, such as answering trivia questions. When you complete a challenge, you earn tickets that put you in the running for some impressive real-world prizes, such as a VIP NASCAR experience, a meeting with Lady Gaga, back-stage concert passes to Stevie Wonder, and tickets to MTV’s Video Music Awards.
Today’s announcement expands Plyfe’s reach beyond the desktop web and Facebook. Plyfe co-founder and CMO Jeff Arbor argued the company can now reach consumers at “three key digital touch points,” and that the games are “really perfect” for mobile because they offer a lot of “snackable content.” Plyfe games could also start incorporating more mobile-specific challenges, for example tasks that incorporate location data.
Arbor added that Plyfe raised the bridge round to continue to grow the company and the product, and it can raise a larger Series A once it has more traction. The round comes from Crosscut Ventures, hedge fund owners, and angels, bringing Plyfe’s total funding to $1.75 million.