Among the interesting demonstrations at this year's TechCrunch 40 was FlowPlay, a self-described "next generation social entertainment platform for casual games." In other words, it's a network for browser-based casual games that implements an customizable avatar-based social element, where users can earn virtual goods and either integrate the gameplay experience into the social world, or simply do one or the other.

It seems to be targeted more at girls, with the ability to style avatars fashionably with accessible, 2.5-dimensional cel-shaded graphics in the anime style. Additionally, it looks like another one for the teen-and-'tween set.

Apparently the FlowPlay folks used their time to show a demo video, less discussion, and their new website has precious little information ready about the product itself.

[Via TechCrunch]