The Neopets Renaissance: Reaching New Heights in 2024
Neopets (https://www.neopets.com) is embracing its roots and 2024 has been pivotal for the gaming brand, with daily active users (DAU) reaching new peak at nearly 250,000 and monthly active users (MAU) surpassing 400,000, reflecting a 3X growth since the company has become a small independent studio and the highest in the past decade. While these milestones are early signs of renewed connection with fans, Neopets sees this as the beginning of its community-driven journey to revive one of the most iconic gaming titles in history.
Neopets’ revival is more than nostalgia – It’s about having fun and creating meaningful connections with players across generations. By blending the charm of early internet gaming culture with a modern focus on emotional well-being, the brand has always been a safe haven for its loyal community. Last year, the mission extended beyond its classic browser game with the launch of two mobile titles, Tales of Dacardia and Faerie Fragments, alongside significant social media growth. Instagram followers rose by 123% and video views rose by 150%, reflecting the passion of its community and marking an encouraging beginning to its community-led IP transformation.
Dominic Law, CEO of Neopets shared, “2024 is the beginning of our transformative journey to revive Neopets. For the first time in a decade, we’re seeing meaningful growth in our player base, and the support from our fans has been greatly appreciated. We have been laying the groundwork for a much stronger Neopia – one that is reflective of what our players love about Neopets. There’s still a lot of work cut out for us and we’re very excited to have the tremendous support of our community.”
A Year of Meaningful Collaborations
Neopets collaborated with over 30 partners in 2024 to create experiences that connect its audiences both online and offline. These collaborations have brought Neopets to other facets of life and have expanded its magic beyond gaming. This progress not only validates the strength of its community-led approach but also signals to other brands that Neopets is an inspiring and authentic partner.
Key highlights include:
- Upper Deck: The release of the brand new Neopets Trading Card Game became an instant fan favorite, with a series of booster packs and expansions already confirmed and in the works, promising to captivate players and collectors alike.
- PhatMojo: The Blind Box Plushies, Neopets’ first plush launch in over a decade which were sold at major retailers like Hot Topic, GameStop, BoxLunch and Claire’s, have been flying off the shelves leading to re-ordering.
- Andrews McMeel: The Omelette Faerie Graphic Novel: Volume 1 was released in October 2024, showcasing how the rich world of Neopets extends far beyond gaming – staying relevant and accessible to a new generation of fans in physical formats.
Looking Ahead: What’s Next in 2025?
Building on the momentum, Neopets is poised to continue evolving its platform to meet the needs of today’s players. Neopets has an exciting lineup of initiatives in 2025, including:
- In May, It’s Boba Time is transforming 100 locations across the US into Neopia, featuring Neopets themed décor and exclusive giveaways.
- The second graphic novel, Neopets: The Discarded Magical Blue Grundo Plushie of Prosperity, will be released in August 2025. Alongside the graphic novel series, a range of coloring and activity books are also in development, further bringing the creativity of Neopia to life in new engaging formats.
- Further product launches: March will see the launch of Monopoly: Neopets 25th Anniversary Limited Edition, while Q2 will bring the release of the Upper Deck TCG: Battle for Meridell Expansion and new TCG accessories like playmats, card sleeves, and deck boxes.
A Year filled with Community Celebrations
At the heart of Neopets’ revival is a commitment to its loyal players while expanding its reach to new audiences. This was evident through initiatives like the monthly Neopets LIVE series & AMA sessions, which attracted over 200,000 views. Events such as the January Styling Studios release drew nearly 30,000 views, showcasing the excitement for fresh content. Neopets also hosted a global 25th anniversary birthday bash, where 8,000 attendees met up across 41 cities and 13 countries.
Neopets further amplified its presence at 13 key events worldwide, including San Diego Comic-Con (SDCC), Licensing Expo Las Vegas, and gamescom asia. These events strengthened partnerships while introducing the brand to new audiences. Through interactive exhibits and fan engagement activities, Neopets successfully bridged the gap between nostalgia and modern innovation, capturing the hearts of both longtime fans and newcomers.
Neopets remains dedicated to serving its community by delivering meaningful and engaging experiences that connect players across generations. As the iconic virtual pet game celebrates over 25 years, the 2025 roadmap includes exciting brand collaborations and technological advancements, ensuring Neopets continues to evolve and captivate fans worldwide.
