MocoSpace

About MocoSpace

MocoSpace operates as a mobile-first social networking platform designed for users to meet new people, engage in conversations, and play games. Founded in 2005 by Justin Siegel and Jamie Hall, the Boston-based company was established to capitalize on the burgeoning mobile web landscape, predating the ubiquity of iPhones and dedicated app stores. The founders, having previously sold a mobile game company, identified an opportunity to replicate the success of desktop social networks like MySpace for an on-the-go audience. The company's initial strategy focused on broad accessibility via the mobile web, ensuring functionality across a wide range of devices, not just high-end smartphones.

The platform's business model is primarily supported by advertising. MocoSpace leverages its detailed first-party user registration data—including age, gender, ethnicity, and location—to offer targeted advertising opportunities to brands. A secondary revenue stream comes from the sale of virtual goods and a premium subscription plan. Users can purchase a virtual currency called "Moco Gold" to access in-game benefits or pay for a premium membership that unlocks features like ad-free browsing and enhanced profile visibility.

MocoSpace has evolved into a hybrid of a social media platform and a dating site, with features including public chat rooms, private and group messaging, photo sharing, and live streaming. A significant component of the user experience is social gaming. The platform features a variety of games, such as "Street Wars," a title that allows players to complete missions and challenge others, which was instrumental in the company's pivot towards social gaming. This focus on combining social interaction with gaming is a key differentiator, designed to help users discover new friends through shared activities. The platform has a large multicultural user base, particularly among African American and Hispanic communities, with a significant portion of its audience under the age of 30.