Emotive Gets $6.25M, Buys Sennari

Los Angeles-based Emotive Communications, which is developing ringtone-based, entertainment products for the mobile market, said today that it has scored $6.25M in a second round of venture financing. The round was led by The Mayfield Fund, and also included prior investors D. E. Shaw Ventures and Bertelsmann Digital Media Investments. Emotive also said that it has acquired Sennari Entertainment, a provider of loyalty programs for the mobile market. Financial terms of the acquisition of Sennari were not disclosed. Sennari Entertainment was venture backed by more than $17M by Blacksmith Capital, Mayfield, Novak Biddle Venture Partners, and UV Partners. Emotive said the Sennari buy gives it access to Sennari's mobile CRM and loyalty platform, and will be combined with its RingJam product for the entertainment media market. More information »