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In the early 2000s, Olivia Packenham came home from school, heard the familiar dial-up tone of her family’s computer connecting to the Internet, and was transported to the virtual game world of Neopets in her AOL browser.

Packenham, who started playing at the age of 8, played for many years before losing interest in high school. But in December 2023, after almost her 15-year hiatus, she logged back into her neopets.com. Then she realized that her childhood pets were waiting for her. Her favorite “Bruce” (the Neopets version of Penguin) is now over 21 years old.

Packenham says that when she opens Neopets today, it’s like going back to that time in her life. This time, my mother didn’t yell at me because the family’s phone line was clogged.

“It was like walking into a museum of the early 2000s Internet,” said Packenham, 32. And he is one of the thousands of players who have returned to Neopets over the past year.

Packenham’s return was no coincidence. His Neopets, which announced a bold rebrand in 2023, is consciously courting former fans with the promise of reuniting with old digital friends who have remained largely unchanged.

Returning Neopians (user community name) cites several reasons for returning. A woman who went by the username Solabee said she started playing the game at age 9 and began playing almost every day after her return. The resurgence of Neopets felt very special to millennials, she said. In fact, 40% of her users are between the ages of 25 and 34, and 26% of her users are between the ages of 18 and 24, the next largest demographic. Revisiting this site reminds me of a hopeful time in Internet history, when logging online was still new and exciting. Many of the Neopians interviewed for this article prefer to keep their online personas separate from their real lives and asked to be quoted by their usernames.

“We are the most nostalgic generation, so when major global events or crises occur, we all want to go back to the safest time in our lives, which is our childhood,” Soraby said.

Neopets' strong start and long decline

Neopets started in 1999 as an early internet universe where users could care for a variety of virtual pets and play mini-games. A crude social network that predates Facebook, the site allowed users to add friends, send each other messages, exchange resources and virtual currency, and battle. It peaked in the mid-2000s with more than 25 million active users, but its popularity quickly declined as competing gaming and social sites exploded on the Internet.

The platform has changed hands multiple times since its founding, slumped amid acquisitions, and had just 100,000 users when it was acquired by Chinese company NetDragon in 2017. Further deepening the decline was the decline of Adobe's Flash Player (software). Powered most of the site – Browsers began to be phased out Neopets started around 2017 and was officially discontinued in 2020. Neopets received little attention and the interface was not updated.

That's because entrepreneur and investment consultant Dominic Lo, who joined NetDragon as new markets director in 2020, launched an internal campaign to revive the Neopets brand, calling it a "giant leap of faith." ” until he called it. Ms Lo, 36, recalled that after she immigrated to Hong Kong as a child, she used Neopets to keep in touch with friends in Canada. He realized that his Neopets was at risk because NetDragon had shut down several underperforming sites it had acquired.

“Despite its decline over the past decade, when lack of updates and flash outages made half the site unplayable, a quarter of the remaining users log on every day,” he said. “Seeing how close-knit the rest of the community is, and as a player myself, I resonated with the emotional attachment that drove these core users to support Neopets. Perhaps this is why We’ve found that we have probably the most sticky customer base.”

Law persuaded NetDragon's upper management to give Neopets a "final blow" to save it, spinning Neopets into an independently owned company with a management team of which he is now CEO. We finalized the acquisition agreement. The move was backed by undisclosed external investment. Under a group known as Neopets Team (TNT), the company began restoring the site's functionality, updating its design, and improving its most famous classic games. Next, TNT wants to enable more mobile capabilities. Although much of the site is still bogged down with some glitches, Roe said that its failure to change with the times has ironically been an asset.

“With no updates, we basically preserved early internet culture in its purest form,” he said. “When a user logs on, the game looks 99% the way he did, and his pet is there. It's like reuniting with an old friend. There aren't many experiences in life that allow you to relive your childhood. there is no.”

Difficulties in reviving Neopia

Efforts to revive Neopets have intensified, with monthly user numbers nearly tripling to 300,000 in the past six months, and the company on track to be profitable by the end of 2024, Lo said. .

“We believe this is the beginning of recovery. But there is still much work to be done,” Lo said.

In addition to prioritizing bringing lapsed users back to the site, Neopets is seeking to license the intellectual property for its trading card game and branded Monopoly board.

“We're already on track to be profitable, but we want to make sure it's sustainable and future-proof our intellectual property so we can survive for years to come.” Mr Law said.

As pressure continues to make Neopets financially viable in the real world, the company's new leadership will also have to contend with the digital financial component of the site, which operates on the Neopoints cryptocurrency. With few updates to the site over the years, a huge black market has emerged for specific pets, and the site's virtual economy has suffered from hyperinflation.

Neopets runs on a complex economy consisting of two main components: items and Neopoints. Throughout the years

Source: www.theguardian.com