I don't see a reason why this shouldn't work, though I don't understand the reason for doing so for the MBC market simulator. Whether using dummy-coding or effects-coding, the predictions of the market simulator should essentially be identical (within the expected degree of noise from using one HB estimation versus another from a different random starting point). So, it would seem like doing a lot of extra work for no change in the prediction results.
It's true that if you're in a situation in which you need to interpret the utilities, effects coding zero-centers the utilities within each attribute, making it easier to interpret the effects. But, most of us use the market simulator and variations from a base case prediction to explain the effects of the attributes to audiences (sensitivity analysis). This approach is much more intuitive than trying to display utility scores and explain them.