Brands have embraced “gamification,” or using game-like behavior in non-game applications, as a way to engage their audiences. That is why gamification vendor Badgeville has more than 165 customers and is announcing today that it has raised $25 million in a new round of funding. Kris Duggan, chief executive of Badgeville, says gamification will let brands engage and retain their audiences. It also enables companies to inspire employees to collaborate or compete. Badgeville has a “behavior platform” to enable companies to measure and influence behavior by using game techniques. You can give salespeople rewards for hitting targets. Companies can embed the platform in web, mobile, social, and enterprise applications. Duggan’s team focuses on six “frameworks,” or templates that enable companies to improve behavior. Those include core gamification programs for web sites; programs for rewarding community experts; competitive pyramids; gentle guides for completing tasks such as tutorials; incentives for collaboration; and challenges to create competition with company departments. We caught up with Duggan for an interview on gamification. Here is an edited transcript.