Recently both HeyZap and Mochi Media launched virtual goods platforms for Flash games. In short they allow players to purchase game items with hard currency. Want to kill zombies more effectively? Buy this $0,05/600 Mochi coins double-barrel shotgun! With virtual goods being the “new advertising” as far as internet business models go, why does this effort fall short? Jussi, we thought you loved virtual goods!
Oh yes, I still love virtual goods. There is nothing wrong with the basic premise of the service offered by HeyZap and Mochi Media, but plenty of issues with trying to monetize primarily single player Flash game experiences. It’s the classic “If a tree falls in the forest, and nobody is there to see it, does it really fall” problem. I can buy a better shotgun, but without other players, my friends and my rivals , what is the point? Why would I bling out my virtual house if my friend’s can visit? Is there anybody to listen when I boast about my exploits? Is there anybody to best? Anybody to share this experience with?
Due to the nature of the games they serve HeyZap and Mochi Media are currently limited to effectively selling you “cheat codes“. It’s a hollow experience without the social context offered by persistent multiplayer games (e.g. MMOs or social games), and I don’t expect this to save Flash games developers. In HeyZap’s and Mochi Media’s shoes I’d be investing heavily into providing the tools to let Flash developers create these persistent multiplayer experiences (Nonoba is doing it). However, as a Flash developer I wouldn’t wait – I’d jump ship to social games this instant (massive & free distribution, social context, paying customers = the win).