Photo credit: venturebeat.com
Neopets has reported considerable growth as it embarks on its revival journey in 2024. The gaming platform’s daily active users (DAU) have recently surged to approximately 250,000, while its monthly active users (MAU) have climbed above 400,000.
This impressive growth marks a three-fold increase since the company reestablished itself in 2023 as an independent game studio. These figures represent the highest engagement levels the brand has seen in a decade, reflecting a renewed connection with its fanbase. Neopets views this resurgence as the beginning of an ongoing effort to revitalize one of gaming’s most revered titles, focusing on community involvement.
Founded on the concept of caring for virtual pets, Neopets has captivated over 150 million players globally. However, the platform experienced stagnation and is now revitalizing under new leadership. Since Dominic Law took the helm in July 2023, Neopets has been rejuvenated by reintroducing over 100 classic mini-games alongside new narratives and licensing deals.
This revival transcends mere nostalgia; it emphasizes interaction and fostering genuine connections among players of all ages. By melding early internet gaming charm with a contemporary emphasis on emotional fulfillment, Neopets has consistently served as a refuge for its devoted community.
Last year marked a significant expansion beyond its traditional browser game format with the introduction of mobile games, including Tales of Dacardia and Faerie Fragments, while also experiencing substantial growth on social media platforms. The Instagram audience grew by 123%, and video views surged by 150%, showcasing the enthusiasm of its community and signaling the onset of a meaningful transformation driven by its audience.
Dominic Law, CEO of Neopets, expressed optimism in a recent statement, stating, “2024 is the dawn of our transformative journey to rejuvenate Neopets. For the first time in a decade, we’re witnessing significant player base growth, and we genuinely value the support from our fans. Our groundwork aims to create a more robust Neopia that reflects the interests of our players, though we recognize the considerable efforts ahead. We are thrilled to have the unwavering support of our community.”
A Year of Impactful Collaborations
In 2024, Neopets has aligned with over 30 partners to cultivate genuine shared experiences that engage its audiences in both online and offline environments. These collaborations have effectively broadened Neopets’ appeal beyond gaming, further validating their community-centric strategy and demonstrating the brand’s status as a trustworthy partner to other intellectual properties (IPs).
Notable highlights from this year include:
Upper Deck: The introduction of a new Neopets Trading Card Game has gained immense popularity, with booster packs and expansions already planned, appealing to both players and collectors.
PhatMojo: The release of Blind Box Plushies, Neopets’ first plush toys in over a decade, has resulted in brisk sales at major retailers like Hot Topic, GameStop, BoxLunch, and Claire’s, prompting reorders due to high demand.
Andrews McMeel: The publication of The Omelette Faerie Graphic Novel: Volume 1 in October 2024 exemplifies how the Neopets universe extends beyond digital realms, adapting to contemporary formats for a new generation of fans.
Looking Forward to 2025
Neopets aims to connect with gamers through diverse strategies as it builds on its current momentum.
In 2025, Neopets plans to further enhance its platform to cater to modern players’ preferences. The roadmap includes exciting initiatives, such as “It’s Boba Time,” which will transform 100 locations across the U.S. into themed areas of Neopia, complete with exclusive giveaways.
The second installment of the graphic novel series, Neopets: The Discarded Magical Blue Grundo Plushie of Prosperity, is set to debut in August 2025, alongside a range of coloring and activity books that aim to animate the creative essence of Neopia through innovative formats and collaborations.
March will mark the release of Monopoly: Neopets 25th Anniversary Limited Edition, with additional offerings from Upper Deck, including the TCG: Battle for Meridell Expansion and accessories like playmats and card sleeves scheduled for Q2.
Throughout 2024, Neopets has engaged with a variety of partners to facilitate new experiences for its audience, setting the stage for a dynamic year ahead.
Central to Neopets’ revival is an unwavering commitment to its dedicated player base, along with efforts to attract new fans. Initiatives such as the monthly Neopets LIVE series and AMA sessions drew over 200,000 views, while events like the January Styling Studios release captured nearly 30,000 views, indicating a genuine enthusiasm for new content. Additionally, the global celebration of Neopets’ 25th anniversary engaged 8,000 participants across 41 cities and 13 countries, generating nearly 300 requests for local celebratory events.
Neopets also significantly increased its visibility at 13 pivotal events worldwide, such as San Diego Comic-Con (SDCC), Licensing Expo Las Vegas, and gamescom asia. These appearances have reinforced partnerships and introduced the brand to
Source
venturebeat.com