Neopets, the virtual pet game and franchise, is celebrating its 25th anniversary this year. Under the leadership of new owner and CEO Dominic Law, Neopets is undergoing a reinvention to engage with new generations of players. Law aims to triple the number of monthly active users by the end of 2024. To commemorate the anniversary, Neopets will be present at San Diego Comic-Con from July 24 to July 28.
Neopets has been likened to a blend of Pokémon and Tamagotchi and has amassed over 150 million registered users for its core free-to-play web game. This has resulted in a 100% increase in monthly active users. In an effort to continue this growth, Neopets is launching new mobile games and partnering with toy companies like PhatMojo.
Law has been a long-time fan of Neopets and decided to spin it out from NetDragon through a management buyout in July 2023. The company received additional funding and plans to do a fundraising round later this year. Neopets is now focused on reviving the classic game and developing a more robust business strategy. The company is attracting lapsed users through nostalgia and updated gameplay.
In terms of gaming, Neopets is pursuing a two-pronged strategy. It is developing a more robust licensing program and expanding merchandise options to reach retail shelves. Neopets recently launched a physical card trading game in partnership with Upper Deck. The company is also exploring technology to improve gameplay and make Neopets more relevant to the broader gaming industry.
One of the company’s high-priority projects is fixing the 25-year-old classic game on the website. Bug fixes have been implemented, and over 100 mini games are now playable on the site. Neopets has also launched a new plot called “The Void Within” to drive user engagement. The company is creating consumable content and turning Neopets into a bigger source of entertainment beyond the classic game.
Neopets is focused on modernizing its content to attract new and existing users. The company plans to release a match-3 game in September and is working on other mobile games and new gaming experiences. Neopets aims to restore its lost glory and become a popular IP once again. With the support of the community and the development of new games, Neopets has the potential to capture the imagination of the next generation of players.