This is definitely something that you do not want. I don't know exactly what adware it installs, but it's not a legit plug-in. Plug-ins that you need to install will rarely, if ever, be displayed like this.
When a game starts, only a few links will be available on firstrow. Give it a minute or two, refresh the page, and you will find new links that work above the video portion of the page. Some of the first links to show up on firstrow will be dead-end streams that have this sort of "advertisement," and a video will never load.