Neopets said its comeback gathered steam in 2024. The gaming brand’s daily active users (DAU) reached a new recent peak of nearly 250,000 and monthly active users (MAU) surpassed 400,000.

That reflects three-fold growth since the company rebooted itself in 2023 and became a new independent game studio. The numbers are 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 is a virtual pet game that has been played by more than 150 million players worldwide. But its growth slowed and it’s now coming back under new management. Since Dominic Law took over in July 2023, Neopets has reinvented itself, introducing 100+ classic mini-games, new storylines and licensing partnerships.

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, said in a statement, “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 meaningful shared experiences that connect its audiences both online and offline. These collaborations have brought Neopets to other facets of life and has expanded its magic beyond gaming. This progress not only validates the strength of its community-led approach but also signals to more IPs that Neopets is an inspiring and authentic partner.

Key highlights include:

• Upper Deck: The release of the brand new Neopets Trading Card Game became a 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 then sold at major retailers like Hot Topic, GameStop, BoxLunch and Claire’s and 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 innovative formats.

Looking ahead 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.

In May, It’s Boba Time is transforming 100 locations across the US into Neopia, featuringthemed 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 through incredible licensing partners and in new engaging formats.

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.

Neopets collaborated with a diverse range of partners in 2024 to bring ongoing new experiences to its audiences, setting the stage for an exciting lineup in 2025.

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, engaging 8,000 attendees across 41 cities and 13 countries, with nearly 300 applications to host local celebrations.

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.