Wednesday, December 10, 2008

Sennari Entertainment Acquired By Emotive

Sunnyvale-based Sennari Entertainment, a provider of loyalty programs for the mobile market, has been acquired by Emotive Communications. According to Emotive, the acquisition came as part of a second round of venture capital for the Los Angeles-based mobile entertainment firm, worth $6.25M. Sennari was venture backed by around $17M by Blacksmith Capital, Mayfield, Novak Biddle Venture Partners, and UV Partners. Financial terms of the acquisition were not disclosed. Mayfield was also the lead investor in Emotive's venture round, which also included D. E. Shaw Ventures and Bertelsmann Digital Media Investments. Sennari develops loyalty programs based on mobile phones, used by companies to engage with their customers.