GamEffective has raised $7 million to improve worker performance via “gamification” or making work activities more game-like.

GamEffective also offers real-time feedback, so workers can figure out how to improve their performance on their own. The funding round was led by Jerusalem Venture Partners (JVP), CE Ventures, and existing investors.

GamEffective focuses on intrinsic motivation.

Above: GamEffective focuses on intrinsic motivation.

Image Credit: GamEffective

Charlotte, N.C.-based GamEffective uses gamification and real-time feedback to transform productivity, engagement, and learning in the modern workplace. GamEffective’s customers include several Fortune 500 companies. Those customers are using the platform to help tens of thousands of employees achieve better performance, communications, learning, and engagement, the company says.

“By focusing on employees’ individualized goals and illustrating how they can be accomplished through e-learning and other activities, GamEffective’s platform provides real-time, dynamic performance management far more effective than offline performance management tools whose goals remain stale and static,” said GamEffective founder and CEO Gal Rimon, in a statement. “GamEffective lets employees know where they stand and what is expected of them at each and every moment. Much like people use fitness trackers to supercharge their wellness, our platform does the same for success in the workplace.”

GamEffective helps employees get motivated to improve.

Above: GamEffective helps employees get motivated to improve.

Image Credit: GamEffective

Enterprise customers can use the platform to set personalized goals for employees and thereby align corporate goals with those of individual staff members. The platform is simple to integrate with multiple enterprise apps, so that existing systems can easily feature real-time performance data.

“We are very excited about GamEffective because it has created a new class of software aimed at better managing the workforce through engagement, e-learning, best management practices, real-time goal setting, and feedback,” said Raffi Kesten, JVP managing partner, in a statement. “GamEffective is changing the way the workplace is managed and the interplay between the company and its employees. The company’s performance over the past year has been extremely impressive, as global enterprises begin to understand the need for next-gen, sophisticated, human capital management solutions. JVP is looking forward to helping the company accelerate its already phenomenal growth.”

GamEffective will use the funds to further develop its sales, marketing, and R&D efforts in its offices in Charlotte, North Carolina and Ra’anana, Israel. Existing investors participating in the round include Verint, 2B Angels, Shaked Ventures, Lipman, and others.

GamEffective has 40 employees and it previously raised $3 million in April 2015. Rivals include Badgeville and Bunchball. GamEffective says it can differentiate its offering with scenarios that go beyond sales, a variety of game narratives to suit different business goals, the ability for managers to set personalized goals for employees, and allowing employees to play against themselves for intrinsic motivation. GamEffective lets managers tune performance and set new goals in real time, it supports coaching and corrective action, and can suggest the next best action given certain performance results.