Browser Game Adoption

If the Wii proves anything, it's that a large majority of us don't need eight synergistic processors to enjoy a video game; high definition gaming is a niche. So what's holding browser games back? Why aren't they dominating? One of the marketing frameworks I've been taught for analyzing technology diffusion is Rogers 5 Factors, and I think it makes sense to use that framework here. Here's a summary:

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Rogers 5 Factors:

Relative Advantage: The degree to which an innovation is perceived to be better (e.g. more favorable economics, more social status) than the idea it supersedes. In technology products, the "rule of thumb" is that if the product isn't about 10x better than whatever solution people are currently using, they won't be willing to overcome the switching cost.

Compatibility: The degree to which an innovation is perceived to be consistent with existing values, past experiences, current processes and the needs of potential adopters. Said another way, how much of a behavioral change do I (as the consumer) have to make?

Simplicity: The degree to which an innovation is easy to use and understand (intuitive appeal).

Trialability: The degree to which an innovation can be experimented with on a limited, low commitment basis.

Observability: The degree to which the results (benefits) of an innovation are visible to others. Apple's white iPod / iPhone headphones are a great example - everyone can see (and knows) what kind of music player you have just by looking at you.
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I think browser games score very highly on compatibility, simplicity, and trialability. They're easy to find, easy to try, and the better games really seem to take the design philosophy of "simple to learn, difficult to master" to heart.

Relative advantage is a bit of a problem right now, but one that is being solved over time. Browser games are becoming increasingly professional and complex, and are rapidly approaching the "good enough" threshold for most people (if they're not already past it).

Observability is the real problem. How do I know which of my friends are playing which games? How do I even know if any of them are playing? Browser games are in desperate need of a service to disseminate that information. It could be done through AddThis/ShareThis widgets and social network API's that let browser games update your social network status or profile preferences, or through a dedicated service like Microsoft Live.

Advertising and banner ads are better than nothing, but for the genre to really take off it has to help players promote games to each other.