Officials from Sennari Entertainment have announced that the company, which specializes in mobile carrier loyalty through prize-awarding mobile games and a mobile game subscription service, has closed on a $5 million round of Series B funding, led by venture capital firm UV Partners and existing investors Novak Biddle Venture Partners and Blacksmith Capital.
The company has announced it will use the funds to further expand its mobile loyalty platform and its PrizePlay and Blingadero Rewards services, which include mobile games such as PrizePlay Monopoly
and PrizePlay Star Trek
. As part of the investment, Carl Ledbetter, a general partner at UV Partners, will join Sennari's board of directors.
"In getting to know Sennari we were very impressed with the team's vision and expertise in telecom, media and mobile entertainment. We believe the company's loyalty and CRM platform and services are sorely needed in the wireless space," said Ledbetter. "Sennari has assembled the right team to execute on the vision of enhancing the customer experience in the wireless entertainment and applications market, and we're excited to join them in this effort."
Sennari's services includes Blingadero Rewards, PrizePlay and PrizePlay Arcade, designed to reduce churn and create new revenue streams for carriers and publishers. The concept revolves around mobile games which award tokens as prizes. These tokens can then be redeemed for actual items, which will be shipped to the player, much as visitors to traditional arcades can redeem prize tickets for items after winning them.
At the same time as this announcement, mobile virtual operator Amp’d Mobile recently announced it would use Sennari's MLCS platform as a white label loyalty and rewards solution when it launches later this year.