I don't see multiplayer happening, really. Tying all that together, as Tuna mentioned, is no small task. The money to get and maintain the server is the problem, and you may have to maintain that server long after the game is no longer profitable. If that happens, the multiplayer component is nothing but a financial drain. If you cut off the service early because of this, it only makes the company look less professional to gamers.

Unless multiplayer is a major component of the game (FPS, RTS, and MMO games, mostly, with some RPG's thrown in) then the potential gain is often just not worth the risk you're taking, especially if you're not a larger company, and/or you're without the resources to absorb losses like that.

PS: Even a 'friend code' component requires a server to link all the games together, and to store tribe data in case that friend isn't online.