Work gamification startup Centrical, formerly known as GamEffective, has raised a $13 million series C funding round, the company announced Monday. The round was led by Tel Aviv-based Aleph Venture Capital and existing investor Jerusalem Venture Partners (JVP) with participation from Luxembourg-based La Maison Compagnied’Investissement, and Tel Aviv-based 2B Angels.

Founded in 2013, Centrical, which was incorporated as Biz-Effective Ltd., develops technology that tracks the performance of employees and provides them with challenges and prizes to offer feedback and incentivize productivity.

The company has raised $34 million to date and lists companies such as Microsoft, Unilever, and HP Inc. as customers.