I remember hearing about SCVNGR back in 2010 before the pivot to LevelUp (I think it caught my eye since I'm a Princeton grad). Back then the company really seemed to be touting allowing brands to let people have fun with their friends through various location based things, and it seemed pretty appealing to me especially if I lived in a city like SF, NYC, or Boston.

Seems like with each pivot, they've shifted from the social/fun side to the business/profit side, which parallels the way the startup trend as a whole has moved over the past few years. That kind of followership is a bit eyebrow raising.