GamEffective, a New York and Israel-based productivity software provider, has raised $11 million in a series B round of funding to help grow its platform.
The round was led by Jerusalem Venture Partners (JVP), alongside existing investors 2B Angels, CE Ventures, Lipman, Chomski, Yaniv Tal and Eshbol among others, as well as new investor La Maison.
GamEffective’s modus operandi is around ‘engagement automation’. While gamification is an important part of how the company creates engagement from organisations, the primary objective is around ‘workforce digital motivation’ and next-generation learning.
The company’s overall capital now stands at $21 million across three funding rounds.
“The HR technology space is undergoing widespread change as companies move away from legacy HR applications which have failed to engage employees, towards a continuous engagement model that drives daily learning and engagement with performance and business goals and a constant dialogue with managers,” said Gal Rimon, GamEffective founder and CEO in a statement.
“Our employee-centric approach means that we surround employees with engaging next-gen learning and performance management instead of today’s legacy HR approach.”
Regular readers of Enterprise CIO will be aware of GamEffective. Rimon spoke to this publication in 2016 with the release of its newest product, gLearn. Rimon is a particular advocate of the work of Dan Ariely. In Payoff: The Hidden Logic That Shapes Our Motivations, Ariely outlines various pieces of research which explore people’s motivations. With four groups – one given a cash reward for hitting goals, one a pizza voucher and one a complimentary text from the boss – the research found the pizza and the text message were more effective at boosting productivity.
Rimon explained how GamEffective aimed to change perceptions. “Human motivation is what drives us to work and to learn, [and] is what stands behind the satisfaction we feel at a job well done,” he said. “We’re learning about it from science – we know what creates intrinsic motivation that is long lasting, we know what types of learning are more memorably and which learning is more engaging.
“At GamEffective we tie that into a theory of what motivates employees and apply it through our software – so we’re not talking about gamification as a game veneer at work… we’re really talking about what’s known to drive people to do their best.”
At the end of last month, GamEffective announced the launch of a new ‘conversations’ module to its platform. The module aims to help create a continuous dialogue between managers, instructors and employees, and is aimed at organisations who are ‘chronically deficient’ in providing feedback and recognition for learning. “The result is under-engagement, lack of knowledge, and a loss of opportunities to improve life at work,” the company said.
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