Flash Games: Building Niche Communities

If you were growing up in the early 2000s, chances were that you stumbled upon a flash game or twenty. Whether you were devoted to one website or just used flash games as a casual pass time, there was no doubt that these flash games had an influence on a wide audience. 

Popular flash games, like Club Penguin and Poptropica, brought in players who would log in day in and out and were devoted to growing their accounts. These games harbored communities of millions ready to interact with the game in any way, shape or form and on the daily. What better way to spotlight a product than featuring it in a game where active players are ready to interact with it for the sake of having some free flash fun? Promotion has never been more enjoyable. 

Stardoll was a flash game created in the year 2004 when it was first known as Paperdoll Heaven. Much like Club Penguin and Poptropica, Stardoll brought in many players. At its peak, Stardoll was no stranger to collaborations. From movies, to fashion products, to even celebrities, Stardoll had it all. 

One particular collaboration in Stardoll involved Sanrio’s 50th anniversary celebration in Target stores. Stardoll created a temporary virtual store where players can buy Sanrio themed clothes and furniture for their in-game avatars. 

This allowed players to pick and choose pieces they wanted from this collection in a virtual setting. Not only did it bring awareness to the product and brand, but it also did it in a fun and interactive way. 

Stardoll had several campaigns for a wide variety of things, and a lot of these campaigns offered players with in-game events and free virtual items. 

It wasn’t an advertisement, it was a way to connect with the players to gain their support and attention by giving away free items that benefited their growing accounts. 

The next time you see a collaboration in your new favorite online pass time, think about how the influence goes beyond just a screen. That feeling of interacting with a clever campaign will continue to live on, even with flash being dead. 

Bio: Lizett Frias is a senior student at California State University, Northridge. She is majoring in Journalism with a focus on Public Relations. Though unsure of future plans, she hopes to do something meaningful with her degree.