Singapore-based mobile rewards platform Gimmie has closed a SG$639,000 (circa US$520,000) round of investment led by local firm Wave Maker Labs, in partnership with the National Research Foundation, Tech In Asia reports.

The funding is being raised to help the company expand across Southeast Asia and, with that in mind, Jakarta-based Ideosource also participated in the round and will assist the startup with its plans for Indonesia.

Gimmie is a service that helps publishers inspire loyalty from mobile users. Its tools and features help create programs that give users a reasons to return to websites, apps and services. It keeps its incentives running within an app or service — meaning users don’t need to click through to new sites or pages — in a similar way to the concept pioneered by Kiip. However, while Kiip rewards users for specific achievements and ;moments’, Gimmie allows them to accrue points for a range of actions over time. These points are used to get rewards, coupons, etc.

The company takes a cut of revenues from its publishers, which can sign up for a free 3 month trial, or paid 6 and 12 month plans. That standard package is free but the company does charge firms that wish to white-label the product.

Gimme has an international feel to it having been founded in the US in 2011. Last year, it moved over to Singapore — and opened its main office there — and this year it is aiming to push on into more markets in Southeast Asia. It previously raised US$244,000 from backers in the US.

WaveMaker managing partner Debneel Mukherjee believes that the company is ideally positioned to capitalize on the rise of smartphones in Southeast Asia, where they are typically a person’s primary access point to the Internet:

With the mobile Internet penetration poised for a quantum leap, across Asia, in the next few years, Gimmie is well placed to harness this untapped opportunity and become the leading provider of customized loyalty solutions for digital media businesses, in the region.

More details of the Gimmie service come from the video below.

Image via Flickr