Neopets is under new management and planning a comeback in a vastly different era of gaming

Neopets CEO Dominic Law talking on the gamescom Asia occasion in Singapore. Ever because the $4 million takeover of Neopets in July, Law and his crew have been on a “reactivation marketing campaign” to attract gamers again to the sport.

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Moving overseas might be a lonely expertise. For Dominic Law, shifting from Canada to Hong Kong at 9-years-old in 1996 — earlier than calls over Wi-Fi have been widespread — meant that contacting pals was almost unattainable.

In an interview with CNBC at Gamescom Asia in Singapore, Law, who is now the new proprietor of digital pet web site Neopets mentioned, “Back then, we solely had a landline quantity, and IDD calls have been so costly. So after I went again to Canada to go to, that is the place my pals launched me to Neopets… and I performed a lot with them and reconnected with all my pals again in Canada.

“It’s nice that we are able to have a platform that transcends public geography and connects individuals, and I feel that is a massive half of my childhood.”

Nearly 20 years later, Law is now the CEO of World of Neopia, the crew that purchased Neopets in July for $4 million from Chinese firm NetDragon Websoft.

For those that grew up in the early years of the web, the brilliant yellow interface of Neopets could be a acquainted sight.

Neopets web site displayed on a telephone display and Neopets web site displayed on a laptop computer display in the background are seen in this illustration picture taken in Krakow, Poland on July 19, 2023. (Photo by Jakub Porzycki/NurPhoto through Getty Images)

Nurphoto | Nurphoto | Getty Images

Neopets was launched in 1999, and the sport allowed gamers to take care of cartoon pets, chat with different customers, and play minigames. The sport has a whole of 150 million registered customers and on the top of its reputation in 2005, the sport had 35 million month-to-month energetic customers, Law tells CNBC.

The World of Neopia CEO beforehand labored for NetDragon Websoft, serving to the corporate restructure their training expertise enterprise, which included Neopets.

In that function, Law mentioned he noticed “the ability of the Neopets group,” mentioning that regardless of Neopets being a 24-year-old sport, it nonetheless has over a million energetic customers.

While the present numbers are a fraction of its peak consumer base, he mentioned the sport is nonetheless money generative.

That’s regardless of what Law mentioned was poor management, resulting in little evolution over the previous decade. For instance, many of the positioning’s minigames — important for incomes in-game foreign money — have grow to be unplayable as a result of discontinuation of the Adobe Flash software program on internet browsers.

Since shopping for Neopets, Law mentioned his crew is in the method of restoring these minigames and modernizing them to boost the expertise.

Some video games on the positioning, like Poogle Racing, have been nonetheless not restored attributable to Adobe Flash being unsupported in 2020


A test by CNBC revealed that whereas not all of the minigames could possibly be performed and some options have been nonetheless displaying a discover that Adobe Flash was not supported, most of the positioning may nonetheless run.

Competing in the present meta

While Law is optimistic, he is conscious that Neopets was born in a different era of video gaming.

The business panorama has modified considerably in the 24 years since Neopets’ inception. It’s a tall order to grow to be not solely financially sustainable, but additionally aggressive in at this time’s market the place players are spoiled for alternative.

For instance, cellular video games supply comfort and portability, whereas PC and console video games ship graphics and gameplay environments light-years forward of Neopets’ webpage looking experiences and Flash minigames.

However, Law mentioned that “the silver lining for Neopets is that we mainly did not do something new for the previous 10 years, and we’re in a position to truly hold the early web gaming tradition in its purest kind.”

“You can do no matter you need, you may select your personal journey. There’s no set manner of taking part in Neopets,” he added.

Law explains that this stasis additionally meant that Neopets did not evolve like the remainder of the gaming business, which he thinks has been “very targeted on simply profitability, microtransactions, and methods to exploit each greenback out of your pocket.”

“We’ve all the time been a sport that is extra about enjoyable and leisure. And I feel in the long term that can all the time win. And one of the principle the explanation why we have been in a position to survive for greater than 20 years is that we most likely created a enjoyable sufficient sport.”

He acknowledges that Neopets is most likely not going to instantly compete with triple-A cellular video games like Genshin Impact, developed by Chinese developer miHoYo, or PC and console heavyweight shooter Call of Duty, developed by Activision.

Instead, it’s going to discover its area of interest by capitalizing on the nostalgia that gamers had for Neopets.

“We’re like a dwelling relic, like a museum that you would be able to all the time come expertise and have a different manner of taking part in video games.”

Law mentioned that having new customers expertise what gamers did 20 years in the past with Neopets is the sport’s distinctive promoting level — and this is an expertise that the massive sport studios will discover laborious to copy.

The new Neopets

Law’s crew has been on what it calls a “reactivation marketing campaign” to win again gamers, showing at gaming occasions and enlisting distinguished figures like singer John Legend as model ambassadors to launch “a new era for Neopets.”

Unlike a fully new sport, Neopets already has model consciousness, which in flip lowers the “value to acquisition” — the trouble wanted to carry gamers again into the sport.

As Neopets accounts are hooked up to electronic mail addresses, Law famous that Neopets can ship reactivation supplies to former gamers through this channel. He claimed small scale testing has proven that “we are able to mainly do zero efficiency advertising and marketing and nonetheless get sufficient of a core group to return again to play any new experiences we push out.”

Performance advertising and marketing refers to on-line campaigns in which advertisers pay advertising and marketing firms or promoting platforms for outcomes achieved.

A restored Neopets minigame, Kass Basher. The crew has managed to make the most of trendy expertise to permit gamers to play these video games that have been deprecated after Adobe Flash was not supported by trendy browsers.


Law is assured that a good portion of “lapsed gamers” will return as sport options are fastened, saying his crew’s efforts are already bearing fruit. He mentioned consumer engagement, consumer exercise and income has hit a five-year peak, and is one of the highest 25 video gaming websites in the U.S. in phrases of site visitors and consumer engagement.

Still, Law does not anticipate these reactivated gamers to remain lengthy. “They might come again to say hello to their pets, however they will not be sticky as a result of they simply, graduated from the sport.”

Neopets’ income comes from promoting, in-game purchases and subscriptions. So whereas income might climb alongside an preliminary bump in web site site visitors as lapsed gamers return, that money would additionally taper off if customers don’t remain.

To bolster Neopets’ long-term monetary stability, Law plans to license mental property to promote merchandise and develop new video games. Some partnerships deliberate for 2024 embody a collaboration with board sport Monopoly and Upper Deck, a firm that makes buying and selling playing cards.

In his keynote speech at Gamescom Asia, Law defined that whereas “lapsed gamers may not come again to play Neopets, however I can come again to purchase my childhood recollections” in the shape of merchandise.

He famous that merchandise generates greater than 80% of income for different main mental properties like Disney’s Mickey Mouse and Nintendo’s Pokemon. For Neopets, Law mentioned the merch enterprise would come with each bodily, like plushies and clothes, and digital, corresponding to in-game purchases.

How Pokémon became a multibillion-dollar industry

Law is additionally taking a look at “phygital” merchandise, the place a participant can purchase a bodily product, and through a QR code, get digital bonuses in the video games as nicely.

“The predominant aim is to get as many of the gamers to return again, and additionally to develop this world to the following era of potential gamers.”

The firm hopes to draw new customers to the Neopets model as extra individuals work together with the Neopets IP by way of new video games, or the unique web site.

In 2024, Law’s crew is planning to launch World of Neopets, a 3D simulator sport that can make the most of the present Neopets world, however in a trendy gaming surroundings. Law describes World of Neopets as a “3D open world simulator,” including that whereas a lot of the weather will keep true to the present Neopets expertise, others, like minigames, will grow to be extra sociable and might incorporate multiplayer parts.

“The sport surroundings will probably be a manner for them to have the ability to reignite their childhood recollections, but additionally having one thing that is a lot extra similar to what they’d anticipate as a trendy sport… it is type of like how Pokemon developed through the years,” Law defined.

Does this imply that new Neopets video games will exchange the 24-year previous Not so, mentioned Law. The authentic Neopets will all the time be there for the long run, with gamers all the time in a position to play the minigames they keep in mind, haggle with shopkeepers over objects, and of course, take a piece of the Giant Omelette.

The Neopets Giant Omelette, the place gamers may decide up free meals for his or her pets.


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