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{{For|the company of Neopets|Neopets, Inc.}} |
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{{Infobox VG |
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|title= Neopets |
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|image= [[Image:Neopets.svg|center|250px]]<br />[[Image:Neopets-homepage.png|center|250px]] |
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|caption= <small>Screenshot of the Neopets homepage on 10 September, 2008.</small> |
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|developer= Neopets, Inc. |
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|publisher= [[Neopets, Inc.|Neopets Inc.]]; [[Viacom|Viacom Inc]] |
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|distributor= |
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|designer= [[Adam Powell (game designer)|Adam Powell]] |
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|series= |
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|engine= |
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|picture format= |
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|version= |
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|released= 15 November 1999 |
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|genre= [[Fantasy]], [[Digital pet]] |
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|modes= [[Single-player]] with [[multiplayer]] interaction. |
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|ratings= |
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|platforms= [[Cross-platform]] |
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|media= [[Web browser]] |
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|requirements= [[Web browser]] with [[Adobe Flash]] Player plugin. [[Adobe Shockwave]] and [[3D Life Player]] (both optional) |
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|screen resolution= 1024 x 768 or bigger |
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|input= [[Computer keyboard|Keyboard]], [[Mouse (computing)|mouse]] |
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}} |
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'''''Neopets''''' (originally '''NeoPets''') is a [[digital pet|virtual pet]] [[website]] launched by [[Adam Powell (game designer)|Adam Powell]] and Donna Williams on 15 November 1999.<ref name="about">{{cite web |url= http://www.neopets.com/aboutus.phtml|title=Neopets - About Us |accessdate = 2007-04-27 |quote=The site was launched on November 15 1999.}}</ref> Six months after the web site was launched, Adam Powell and Donna Williams successfully sold a majority share to a consortium of investors led by [[Doug Dohring]]. On 20 June 2005, [[Viacom]] bought Neopets, Inc. for $160 million ([[United States dollar|USD]]).<ref name="Viacom buys Neopets" /> |
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Neopets is based around the virtual pets that inhabit the [[virtual world]] of Neopia. Visitors can create an account and take care of up to four virtual pets, buying them food, toys, clothes, and other accessories using a virtual currency called Neopoints. Neopoints can be earned through playing games, investing in the [[stock market]], trading, winning contests and making your own shop. Users can explore the world of Neopia with their Neopets and interact with each other through the NeoBoards, NeoMail, and guilds. |
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Neopets also operates a [[pay-to-play]] version known as ''[[#Exclusive content|Neopets Premium]]'', which offers additional features and benefits for a monthly fee of $7.99 ([[United States dollar|USD]]). <!--Neopets, Inc. produces and sells a wide variety of Neopets merchandise, such as plushies, stickers, notebooks, two video games and a [[Neopets Trading Card Game|trading card game]].--> While the site has been praised for being "gentle" and educational, several issues such as immersive advertising and gambling-based games have garnered criticism. |
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==History== |
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{{see also|Neopets, Inc.}} |
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Neopets was conceived by Adam Powell while studying at the [[University of Nottingham]] in 1997. Powell left and started UK-based advertising company Shout! Advertising in 1997, which grew to be the third largest click-through program on the Internet by 1999. He also co-founded Netmagic, an online banner advertising design and sales firm and Powlex Ltd., a web site design firm.<ref name="PressRelease">{{cite web |url=http://info.neopets.com/presskit/press09a.html |title=Neopets Press Kit: Biography |publisher=[[Neopets, Inc.]] |accessdate=2008-06-09 |archiveurl=http://web.archive.org/web/20070702084923/http://info.neopets.com/presskit/press09a.html |archivedate=2007-07-02 }}</ref> Donna Williams was a marketing manager for Shout! Advertising from September 1997 to July 1999 responsible for internet advertising, sales and services, graphic and web design.<ref name="PressRelease" /> He and Williams started creating the site in September 1999 and launched it two months later on 15 November 1999.<ref name="about"/> Powell was responsible for the programming and database, and Williams the web design and art. |
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The site grew by [[word of mouth]] and by Christmas, they received 600,000 [[page view]]s daily and sought investment to cover the high cost of running the site.<ref name="Kushner">{{cite magazine |last=Kushner |first=David |authorlink=David Kushner |year=2005 |month=December |title=The Neopets Addiction |journal=[[Wired (magazine)|Wired]] |volume= |issue=13.12 |pages= |id= |url=http://www.wired.com/wired/archive/13.12/neopets.html |accessdate=2007-09-09 |quote= }}</ref> The same month, [[Doug Dohring]] was introduced to the creators of the site<ref name="Weintraub">{{cite web |url=http://www.businessweek.com/technology/content/dec2001/tc20011212_9434.htm |title=Real Profits from an Imaginary World |accessdate = 2007-08-08 |first=Arlene |last=Weintraub |date=2001-12-12 |work=BusinessWeek Online |publisher=The McGraw-Hill Companies Inc.}}</ref> and, along with other investors, bought a majority share in January of the following year.<ref name="Kushner"/> [[Neopets, Inc.]] was created in February 2000 and began business in April. The website made profit from the first paying customers for an advertising method trademarked as "[[#Immersive advertising|immersive advertising]]",<ref name="Weintraub"/> touted as "an evolutionary step forward in the traditional marketing practice of [[product placement]]" in television and film.<ref>{{cite web |url=http://demo.neopets.com/aboutus/page06.html |title=Immersive Advertising |accessdate=2008-06-09 |archiveurl=http://web.archive.org/web/20050419030507/http://demo.neopets.com/aboutus/page06.html |archivedate=2005-04-19}}</ref> |
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[[Media conglomerate]] [[Viacom]] bought [[Neopets, Inc.]] on 20 June, 2005 for $160 million<ref name="Viacom buys Neopets">{{cite news |first= |last= |authorlink= |coauthors= |title=Viacom agrees to buy Neopets |url=http://infotech.indiatimes.com/articleshow/1147093.cms |work= |publisher=Reuters |date=2005-06-20 |accessdate=2007-04-27 |quote=Viacom Inc has agreed to buy children's web company Neopets, Inc in a deal valued at $160 million, the media reported on Sunday.}}</ref> and planned to focus more on [[banner ad]]s instead of immersive advertising.<ref>{{cite news |first=Matt |last=Myerhoff |authorlink= |title=Viacom adopts NeoPets and their millions of owners |url=http://findarticles.com/p/articles/mi_m5072/is_27_27/ai_n14811960 |work=[[Los Angeles Business Journal]] |publisher= |date=2005-07-04 |accessdate=2008-06-13 }}</ref> On the first day of the [[2006 FIFA World Cup]], the Altador Cup started as an annual international online gaming event<ref>{{cite press release |title=25 Million Neopets(R) Members Around the World Ready to Vie for International Glory in First Annual Altador Cup(TM) Virtual 'Sports' Event. |publisher= |date=2006-06-07 |url=http://www.accessmylibrary.com/coms2/summary_0286-15535950_ITM |format= |accessdate=2008-06-24 }}</ref> and had 10.4 million participants the first year.<ref>{{cite news |author=Indiantelevision.com Team |title=Nick US to introduce viewers to the virtual world of Neopets |url=http://www.indiantelevision.com/headlines/y2k7/june/june44.php |work= |publisher=Indian Television Dot Com Pvt Ltd |date=2007-06-04 |accessdate=2008-06-24}}</ref> The entire Neopets site was revamped on 27 April, 2007, referred to as Neopets 2.0 in the Neopets FAQ.<ref>{{cite web |url=http://www.neopets.com/nf.phtml?nf_date=2007-04-23 |title=Neopets New Features for the week of April 24th |accessdate = 2007-09-26 |publisher=[[Neopets, Inc.]]}}</ref> On 17 July 2007, the NC Mall was launched<ref name="NC Mall">{{cite web |url=http://www.neopets.com/nf.phtml?nf_date=2007-07-16 |title=New Features |accessdate = 2007-08-08 |quote=The NC Mall is now officially open!}}</ref> in a partnership with Korean gaming company [[Nexon Corporation]].<ref name="Nexon">{{cite web |url=http://www.paradigmshiftpr.com/neopetstosell.htm |title=Neopets to Sell Premium Items |accessdate = 2007-09-08 |last=Olson |first=Ryan |date=2007-06-20 |work=[[Red Herring (magazine)|Red Herring]] |publisher=Paradigm Communications}}</ref> The next day, Viacom announced on their website that by the end of 2008, Neopets would be changing their company name, not the site name itself, to NeoStudios, "which will focus on developing new virtual world gaming experiences online, while continuing to grow and evolve the existing ones."<ref>{{cite press release|url=http://www.viacom.com/NEWS/NewsText.aspx?RID=1027518 |title=MTV Networks' Nickelodeon Kids and Family Group Commits $100 Million to Its Online Casual Games Business |publisher=[[Viacom]] |date=2007-07-18 |accessdate = 2007-07-18 |quote=Neopets inc. (www.neopets.com) will be transformed into Neostudios, which will focus on developing new virtual world gaming experiences online, while continuing to grow and evolve the existing ones. The first of these will launch at the end of 2008 with a goal to launch a new one every other year.}}</ref> |
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After the changes in ownership, the site still retained its [[British English]] spellings.<ref name="Kushner"/> To date, since August 2003, the site has been translated into ten other written languages: [[Japanese writing system|Japanese]], [[Traditional Chinese|Traditional]] and [[Simplified Chinese|Simplified]] [[Written Chinese|Chinese]], Spanish, German, Italian, [[Hangul|Korean]], Portuguese, [[Dutch language|Dutch]] and French.<ref>{{cite web |url=http://info.neopets.com/presskit/press05.html |title=Global Expansion |accessdate=2008-06-09 |work=Neopets Press Kit |publisher=[[Neopets, Inc.]] |archiveurl=http://web.archive.org/web/20070702084854/http://info.neopets.com/presskit/press05.html |archivedate=2007-07-02}}</ref> |
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==Gameplay== |
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[[Image:neohome.jpg|right|210px|thumb|A room in a Neohome that can be customized]] |
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Users are free to choose their own path in the world of Neopia, from collecting things to battling against other users. Visitors can create a free [[User (computing)|account]]. A user then creates a Neopet and chooses its unique name, physical characteristics, and personality<ref name="Baybak">{{cite news |author=M. Baybak & Co. Inc. |authorlink= |coauthors= |title=NeoPets.com Launches Dramatic New Form of Internet Advertising, Results Far |url=http://www.commercialalert.org/issues/culture/neopets/neopetscom-launches-dramatic-new-form-of-internet-advertising-results-far |work= |publisher=[[Business Wire]] |date=2000-12-05 |accessdate=2007-09-10 }}</ref> and may own up to four per account. A newly created pet comes with randomly rolled [[statistic (role-playing games)|stats]] used for battling in the Battledome. Players need to feed and care for their Neopets when they grow hungry or get sick, although they will not die if they are neglected.<ref name="Wingfield" /> New users start out with a newbie pack of various items that introduce a basic feature of the site, such as food for feeding a pet. They can get more items for their Neopets by earning Neopoints, the site's currency, through various activities including playing games and selling items. |
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Users can interact with their Neopets by reading books to them, caring for them, and playing with them. They can train their Neopets to be fighters in the Battledome against other player's Neopets or [[non-player character]]s. Wearable items, such as certain clothing, can be used to customize a Neopet. Players can build a customizable Neohome for their Neopets, furnish them, and buy extensions that reflect the socioeconomic quality of the house. |
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Players can collect certain virtual items and display them in a gallery or album. In addition to items, players can also collect trophies, [[avatar (computing)|avatars]], and [[Theme (computing)|site themes]], although there is no function to display the latter two. |
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Users found breaking the rules set in the Terms and Conditions may have their account suspended, a temporary block of your account, or "frozen", which is permanent. |
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==Site content== |
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The site includes a navigation bar along the top of the page with links to various sections of the site. The navigation bar also includes an in-game clock set to Neopian Standard Time. When logged in, there are pet and Neofriend modules on the left side of the page, which display the current status of a player's active pet and which Neofriends are online, respectively. By default, the [[skin (computing)|site theme]] is "Neopets Basic" and users may customize this with other default site themes or site themes they unlock as they explore the site. |
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The content of the site is updated almost on a daily basis with the addition of new games and items, weekly content, and other things.<ref>{{cite web |url=http://www.neopets.com/nf.phtml |title=New Features on Neopets |accessdate = 2007-10-30}}</ref> In addition to the site content updated by Neopets, players also contribute [[user-generated content]] to the site.<ref name="NeopetsFAQ">{{cite web |url=http://info.neopets.com/presskit/faqs.html |title=Frequently Asked Questions |accessdate=2008-06-09 |work=Neopets Press Kit |publisher=[[Neopets, Inc.]] |archiveurl=http://web.archive.org/web/20070701120250/http://info.neopets.com/presskit/faqs.html |archivedate=2007-07-01}}</ref> Player contributions come in the form of prescreened submissions and readily editable content that is automatically filtered, such as the site's weekly electronic newspaper The Neopian Times and their own [[user page|user lookup]], respectively.<ref>{{cite web |url=http://info.neopets.com/presskit/compback.html |title=Neopets Company Information |accessdate=2008-06-09 |work=Neopets Press Kit |publisher=[[Neopets Inc.]] |archiveurl=http://web.archive.org/web/20070704061455/http://info.neopets.com/presskit/compback.html |archivedate=2007-07-04}}</ref> |
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===Environment=== |
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Neopets is set in the fictional world of Neopia, which includes the planet Neopia and its surrounding space. Neopia itself has several lands, some similar to nations, which have their own themes. Within each land, users will usually find unique shops, games, items, and activities based around that land's theme. Larger lands may have several regions or levels.<ref>{{cite web |url=http://www.virtualenvironments.info/neopets.html |title=Neopets at Virtual Environments |accessdate = 2007-09-04 |publisher=Virtual Environments Info Group}}</ref> Neopia has its own economy based on a [[currency]] called Neopoints.<ref name="Wingfield"/> Neopia uses its own [[Gregorian calendar]] and its own time system called "Neopian Standard Time". Neopian Standard Time, or NST, is a fictional [[timezone]] that runs concurrent with the real-world [[Pacific Time Zone|Pacific Time]].<ref>{{cite web |url=http://www.neopets.com/ntimes/index.phtml?section=editorial&issue=285 |title=The Neopian Times, Issue 185, Editorial |accessdate = 2007-09-24}}</ref> Neopia has special days and events, some with equivalents to special events and holidays from the real world.<ref>{{cite web |url=http://www.neopets.com/calendar.phtml |title=The Neopian Calendar |accessdate = 2007-09-24 |publisher=[[Neopets, Inc.]]}}</ref> Special events that tie to the real world include [[April Fools' Day]] hoaxes and the month long [[Christmas]] Advent Calendar. |
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===Neopets=== |
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The site takes its name from its core feature, Neopets, the cartoon-like inhabitants of the fictional world of Neopia. There are fifty-four different species of Neopets, some of which are limited edition or have special criteria for creation.<ref>{{cite web|url=http://www.neopets.com/topneopets.phtml |title=The Most Popular Neopets | publisher=Neopets |accessdate = 2008-02-25}}</ref> Users are allowed to have up to four Neopets per account. To obtain a new Neopet, users can either create a pet, allowing them to choose its name, gender, basic colour, species, and some personality options,<ref name="Baybak" /> or adopt another user's unwanted pet through an adoption or transfer in a system called "The Pound." Once a user has a Neopet, they can use special items, such as paintbrushes, to alter their Neopets' physical characteristics. They can also customise their Neopet by purchasing wearable items for them, such as clothing and backgrounds. Users can feed their Neopet, play games with them, and use them to stage battles with another user's Neopet or a [[non-playable character]] in the Battledome. |
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Neopets may own pets called Petpets, which can be found throughout Neopia in shops or random events. Like Neopets, Petpets have levels and can be painted a variety of colours using Petpet paintbrushes. Petpets can be used to perform a few actions pets can not perform, such as attempt to wake the giant petpet Turmaculus (at the risk of having one's petpet eaten) and jump into the Mysterious Symol Hole. Petpets also have a battling area called the "Petpet Battle Arena". Taking the concept of pets owning pets further, petpets can have their own pets, insect-like creatures called petpetpets. |
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====Petpets==== |
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[[image:Petpets.jpg|thumb|right|Part of the list of Petpets]] |
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'''Petpets''' are [[Neopets|Neopets']] pets. They are small and are found in shops all over Neopia. Some variations include Slorg, Feepit, and the very rare Babaa. Petpets can wake up (or be eaten by) the giant beast called Turmaculus. Petpets can also find a "Petpetpet". These can either be attached to the petpet or sold for many neopoints. Petpetpets are very rare, and finding one is a rare random event. Some Petpets used to assist you in [[Battledome]] fights, but this option has been retired. However, Petpets now have their own battle arena, called the "Petpet Battle Arena". |
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Like Neopets, Petpets have levels which can be raised either by visiting the Turmaculus or fighting in the Petpet Battle Arena. Also, like Neopets, petpets can also be painted a variety of colors, albeit with their own petpet paintbrushes. Even though they're slightly cheaper than Neopet paint brushes, Petpet paintbrushes are rather expensive to purchase or trade. |
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Your Neopet can also talk to their Petpet by typing in what they wish to say. The Petpet then responds with one of a number of pre-programmed text actions. The actions vary with the type of Petpet although if any of what you say to it includes a swear word, all of the petpet's lines will be the same: "Oi! Don't swear! This site is family-friendly." |
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Petpets can be mixed in the cooking pot, as well as other things. An example could be the Wuzzer, which is a mix between a Warf and a Buzzer. |
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Petpets are also featured in various games, like Petpet Herder and Hasee Bounce. |
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===Economy=== |
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The Neopian economy is a [[mixed economy]] with the Neopoint as its smallest [[denomination (currency)|denomination]], but it is mostly a [[capitalist economy]] on the player's side with [[capital gain]]s, as players try to earn Neopoints to buy things.<ref name="Ito">{{cite web |url=http://www.itofisher.com/mito/itohorst.neopets.pdf |title=Neopoints, and Neo Economies: Emergent Regimes of Value in Kids Peer-to-Peer Networks |accessdate = 2007-09-10 |last=Ito |first=Mimi |coauthors=Heather Horst |authorlink=Mizuko Ito |date=2006-11-16}}</ref> There are other forms of currency used in-game that can be sold for Neopoints. With the introduction of the [[#NC Mall|NC Mall]], players may also exchange real money for Neocash, used exclusively for the NC Mall; however, Neopoints cannot be exchanged for Neocash and vice versa to keep Neopets fair.<ref>{{cite web |url=http://www.neopets.com/ntimes/index.phtml?section=editorial&week=303 |title=Editorial |accessdate = 2007-09-10 |date=2007-08-03 |work=[[Neopian Times]] |publisher=[[Neopets, Inc.]]}}</ref> Players can earn Neopoints through playing games, selling items, and other transactions.<ref name="Ito"/><ref name="Myers">{{cite web |url=http://www.mediavillage.com/pdf/2004/03-18-04.pdf |title=Neopets.com Fulfills Promise of Immersive Advertising |accessdate = 2007-09-10 |last=Myers |first=Jack |date=2004-03-18 |work=Jack Myers Report |publisher=JACK MYERS, LLC}}</ref> Once earned, they can be saved in the bank, used to buy items from other players or [[non-player character]] (NPC) shops, used to buy and sell stocks in the Neopian stock market called the Neodaq, or used to buy various other things.<ref name="Myers"/> |
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Items can be bought from shops found throughout the world of Neopia that are run by NPCs who may allow [[haggling]]. Players can open their own shops to sell items, sometimes after obtaining those items at a lower price from sources such as other shops. One may also exchange items at the trading post or use the auction house. The worth of an item is not only based on its [[use value|use]] but also its rarity.<ref name="Ito"/> Player-run shops have prices fixed by the seller up to a maximum of 99,999 NP (Neopoints); any items with a price over 99,999 NP must be sold by trading or auctioning. |
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===Games=== |
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There are many active games from which users can earn Neopoints and awards these games include gaymania and world famous 2girls1cup. Before 22 November, 2006 the games were divided into three categories: Puzzle, Action, and Luck/Chance. After that date the Games Room was revamped and now games are divided into many more categories.<ref name="Game revamp">{{cite web |url=http://www.neopets.com/nf.phtml?nf_date=2006-11-20 |title=New Features on Neopets |accessdate = 2007-05-06 |date=2006-11-21 - 2006-11-23}}</ref> Various games and activities include [[Adobe Flash|Flash]] and [[Adobe Shockwave|Shockwave]] games, [[PHP]] games, 3D Life Player games, contests and spotlights, and quests to retrieve items. |
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Neopoints can be earned from playing games, most of which have a set maximum of earnings or playtime. Players may also earn trophies for their trophy cabinet from games if they score high enough for the [[Hi-Score]] Tables, which are reset on the first day of each month. Challenges may be made against other players or random players in a "World Challenge" for a prize piece for certain Flash games. A monthly competition also exists for multiplayer PHP games with four week-long elimination rounds. |
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Neopets offers several different contests and spotlights, where winners are chosen by judges on the Neopets staff or voted on by members of the Neopets community. Contests include several formats, such as writing a story or making a short animated film. Spotlights showcase what users have done with customizable content. Winners also receive a trophy and a reward, which varies with the contest or spotlight. |
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In Australia, a cross-promotion with [[McDonald's]] where McDonald's promoted Neopets plushies in their Happy Meals and Neopets featured McDonald's-related content led to a controversy with Neopets' luck/chance games in October 2004. A story on the Australian [[tabloid television]] show [[Today Tonight]] featured a nine-year-old boy who claimed that the site requires one to [[gamble]] in order to receive enough Neopoints to feed one's Neopet or else it would be sent to the Pound.<ref name="Wenn">{{cite web |url=http://www.ghsouthern.org.au/gurublog/neopetstodaytonight.pdf |title=Parents not McHappy over pokie toy |accessdate = 2007-09-10 |last=Wenn |first=Rohan |date=2004-10-14 |format=PDF |work=[[Today Tonight]] |publisher=[[Gambler's Help|Gambler's Help Southern]]}}</ref> While this is factually incorrect (gambling is not required, nor are pets ever sent to an orphanage if they are not fed), it is true that the website has a number of games of chance that are directly based on real-life games such as [[blackjack]] and lottery [[scratchcard]]s. Neopets has prohibited users under the age of 13 from playing most games that involve gambling.<ref name="Kushner" /> |
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===Exclusive content=== |
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Certain features on Neopets require a user to pay some amount of real money and include the Neopets Premium, Neopets Mobile, and use of the NC Mall. Neopets Premium and Mobile both allow access to areas of the site otherwise restricted. Purchase of NeoCash allows use of the NC Mall to purchase items to customize a user's Neopet or Neohome. |
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Neopets Premium is an extended version of the site, for which members pay for monthly or yearly subscriptions. With Premium membership, external ads are removed and certain benefits are added, like extra Neopoints and access to [[development stage|beta versions]] of games. Neopets Mobile is a simpler version of the site using a web-to-wireless application developed by In-Fusio.<ref name="Mobile">{{cite press release |title=Neopets.com Goes Mobile with Groundbreaking Web-To-Wireless Application, Exclusive Launch with Cingular Wireless |publisher=[[Cingular Wireless]] |date=2006-06-27 |url=http://att.centralcast.net/cingularnewsarchive/Release.aspx?ID=3977 |format= |language= |accessdate=2007-09-25 |quote= }}</ref> Initially released to [[AT&T Mobility|Cingular/AT&T]], it allows access from a [[mobile phone]] where users get exclusive access to Lutari Island and other exclusive content.<ref name="Mobile"/> |
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The NC Mall allows players to buy items used mainly for customizing their Neopets or Neohomes using Neocash. Players must purchase Neocash with real money through [[PayPal]]. Customers in the United States can also buy Neocash cards at [[Target Corporation|Target]] stores, the Target website, and at selected [[Wal-mart]] stores.<ref>{{cite web |url=http://ncmall.neopets.com/mall/splash.phtml |title=Neocash Cards |publisher=Neopets |accessdate=2008-05-30 }}</ref> The Mall was created through a partnership with [[Nexon Corporation|Nexon]],<ref name="Nexon"/> which also handles the sale of [[Nexon Corporation#NEXON Cash|NX Cash]] used in the analogous "Cash Shop" of [[MapleStory]]. It was initially released for beta on 28 June 2007 and then fully released to players in the United States on 17 July.<ref name="NC Mall"/> Two months later, it expanded to English users in other countries.<ref>{{cite web |url=http://www.neopets.com/nf.phtml?nf_date=2007-09-17 |title=Neopets - New Features |accessdate=2008-06-29 |date=2007-09-18 |work= |publisher=[[Neopets, Inc.]]}}</ref> Most Neocash purchased items remain with the buyer permanently, but can not be transferred or sold to other players. A few items have expiration times, after which they disappear from the buyer's accounts. |
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In February 2008, Neopets announced Key Quest, a feature that will engage users by having them buy Neopets merchandise at Target and other stores, using a virtual code to redeem tokens for their user accounts.<ref name="KeyQuest">{{cite web |url=http://www.indiantelevision.com/headlines/y2k8/feb/feb176.php |title=Nickelodeon, Viacom to launch slew of products based on Neopets |accessdate=2008-06-05 |author= |date=2008-02-04 |publisher=Indian Television Dot Com Pvt Ltd}}</ref> |
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==Community== |
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[[Image:Neopetsplotboard.PNG|right|350px|thumb|Screenshot of NeoBoards homepage. This screenshot was taken on July 3, 2007.]] |
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Neopets has a community in which users can chat with and contact each other. Users may request other users to be "Neofriends" or block other users from contacting them. Players are represented by small icons known as [[Avatar (computing)|avatars]] that are provided by the website, as players cannot upload their own. To comply with [[Children's Online Privacy Protection Act|COPPA]], players under 13 years of age cannot access any of the site's communication features without sending in parental consent.<ref name="Rosen">{{cite news |first=Craig |last=Rosen |authorlink= |title=It's a Whole Neo World; Neopets.com is a Raging Success. But Some Find It Inappropriate and Even Scary |url=http://www.commercialalert.org/issues/culture/neopets/its-a-whole-neo-world-neopetscom-is-a-raging-success-but-some-find-it-inappropriate-and-even-scary |work=[[Los Angeles Times]] |publisher= |date=2005-04-14 |accessdate=2007-09-06 }}</ref> The main features include: |
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*NeoMail, a personal in-game communication system like regular [[email]]. Players can write messages to other players and restrict who can contact them through NeoMail. However, players cannot send messages to another player who is under the age of 13 unless that player has parental permission. |
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*NeoBoards, public [[Internet forum|discussion boards]] for on-topic discussions. Users can enter their own "neoHTML", a restricted form of [[BBCode]], to customize their own posts and signatures, which are also used in guilds. |
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*Guilds, groups of users with similar interests and their own message board. Public guilds can be found through guild listings and anyone can join whenever they want, whereas private guilds are unlisted and invitation-only. Players are only allowed to be a member of one guild. |
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Discussions through these features are restricted and may not involve topics such as dating and romance or controversial topics like politics and religion. Continuous [[Forum moderator|moderation]] is performed by paid Neopets staff members,<ref name="Rosen"/> and users can help moderate the site by reporting messages they believe are inappropriate or offensive.<ref name="Rosen"/> Messages are also automatically [[wordfilter|filtered]] to prevent users from posting messages with profanity or lewd content,<ref name="Rosen"/> although filters cannot catch everything. |
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==Immersive advertising== |
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Immersive advertising is a trademarked term for the way Neopets displayed advertisements to generate profit after [[Doug Dohring]] bought the site.<ref name="Kushner" /> Instead of running [[Pop-up ad|pop-up]] and [[banner ad]]s, immersive ads integrate advertisements into the site's content in interactive forms, including games and items. Players can earn Neopoints from them by doing things such as playing [[advergames]] and taking part in online marketing surveys.<ref name="Fonda">{{cite news |first=Fonda |last=Daren |authorlink= |title=Pitching It To Kids |url=http://www.time.com/time/magazine/article/0,9171,994512-1,00.html |work=[[Time (magazine)|Time.com]] |publisher=[[Time Inc.]] |date=2004-06-28 |accessdate=2008-03-26 }}</ref> Prior to the arrival of the NC Mall, it contributed to 60% of the revenue from the site<ref name="Wingfield">{{cite news |first=Nick |last=Wingfield |authorlink= |title=Web's Addictive Neopets Are Ready for Big Career Leap |url=http://www.commercialalert.org/news/featured-in/2005/02/webs-addictive-neopets-are-ready-for-big-career-leap |work=[[Wall Street Journal]] |publisher= |date=2005-02-22 |accessdate=2007-09-04 }}</ref> with paying [[Fortune 1000]] companies including [[The Walt Disney Company|Disney]], [[General Mills]], and [[McDonald's]].<ref name="Fonda" /> |
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It is arguably the most contentious issue with the site with regard to the [[Marketing ethics#market audience|ethics of marketing to children]]. Half a million of the 25 million users were under the age of eight in 2005 and children under eight have difficulty recognizing ads.<ref name="Kushner" /><ref name="Pace" /><ref name="Fonda" /> It draws criticism from parents, psychologists, and consumer advocates who argue that children may not know that they are trying to be sold something, as it blurs the line between site content and advertisement. A psychology professor at Georgetown University stated, "It's self marketing, selling to kids that don't know they are seeing anything".<ref name="Pace">{{cite news |first=Gina |last=Pace |authorlink= |coauthors= |title=Kids And Neopets: Who's Getting Fed? |url=http://www.cbsnews.com/stories/2006/02/07/national/main1293944.shtml |work= |publisher=[[CBS|CBS Broadcasting Inc.]] |date=2006-02-09 |accessdate=2008-06-09 }}</ref> Dohring responded to such criticism: |
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<blockquote>"[O]ver 60 percent of our audience is 13 and over, so it is not like we are dealing with four- to six-year-olds that may not quite understand the difference between content and advertising. And of the 40 percent of our users who are 12 or under, the ages start at around seven or eight years old and go up from there. The preschoolers are not really our audience, because you have to be a pretty fluid reader to navigate the site."<ref>{{cite web |url=http://www.redherring.com/Home/12995 |title=Q&A: Doug Dohring |accessdate=2008-06-13 |last=Fehrenbacher |first=Karen |date=2005-07-31 |work=Redherring.com |publisher=[[Red Herring (magazine)|RedHerring]]}}</ref></blockquote> |
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Other criticised the functionality of the site. Susan Linn, another psychologist and author of ''Consuming Kids: The Hostile Takeover of Childhood'' said, "The whole purpose of this site at this point is to keep kids in front of products".<ref name="Pace" /> [[Kalle Lasn]], editor-in-chief and co-founder of ''[[Adbusters]]'' magazine, said the site was "encouraging kids to spend hours in front of the screen and at the same time recruiting them into consumer culture", which was "the most insidious mind-fuck ever".<ref name="Kushner" /> Neopets executives have stated in 2004 and 2006 that paid content comprised of less than 1% of the site's total content.<ref name="Fonda" /><ref name="Pace" /> Children are not required to play or use sponsor games and items.<ref name="Headon">{{cite news |first=Martin |last=Headon |authorlink= |title= Pet Hates|url=http://www.guardian.co.uk/computergames/story/0,11500,822595,00.html |work= |publisher=[[Guardian Unlimited]] |date=2002-10-31 |accessdate=2007-09-03 }}</ref><ref name="Kushner" /> |
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Consumer advocates also argue that immersive ads should be clearly labelled as advertisements. Dohring has said, "We're not trying to be subliminal or deceive the user. We label all the immersive ad campaigns as paid advertisements."<ref name="Fonda" /> |
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==Reception== |
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Neopets has been compared to the antecedent virtual pet fad [[Tamagotchi]] and the [[Pokémon]] franchise. It has been described as an online cross of Pokémon and Tamagotchi.<ref name="Weintraub"/><ref name="Headon"/> The website maintains high "stickiness" rankings, which is a measure of the amount of time a user spends on the site. Neopets has been praised for having educational content, such as word games and a [[HTML]] guide.<ref>{{cite web|author=Christine Boese|url=http://www.cnn.com/2003/SHOWBIZ/01/06/hln.hot.buzz.neopets/index.html |title=CNN.com - NeoPets invade the Internet world - Jan. 7, 2003 |publisher=Cnn.com |date= |accessdate=2008-11-24}}</ref> Its popularity spawned real world plushies, a magazine, book series, cereal, and [[Neopets, Inc.#Merchandise|merchandise]] in other media as well.<ref name="Wingfield"/><ref name="Myers"/><ref>{{cite web |url=http://www.kidscreen.com/articles/daily/20070601/neo.html? |title=Neopets get animated on Nick |accessdate = 2007-09-10 |last=Afan |first=Emily Clair |date=2007-07-01 |publisher=Brunico Communications Ltd}}</ref> |
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A press release from Neopets in 2001 stated that Neopets.com led in [[sticky content|site "stickiness"]] in May and June, with the average user spending 117 minutes a week.<ref>{{cite web |url=http://info.neopets.com/presskit/articles/archive/yahoo4.html |title=NeoPets.com Continues Stickiness Leadership |accessdate = 2007-09-10 |last= |first= |coauthors= |date= |work= |publisher=}}</ref> Neopets also led in the average number of hours spent per user per month in December 2003 with an average of 4 hours and 47 minutes.<ref name="Myers"/> A 2004 article stated that [[Nielsen Ratings|Nielsen//NetRatings]] reported that people were spending around three hours a month on Neopets, more than any other site in its Nielsen category.<ref>{{cite news |first=Sandra| last=Eckstein | url=http://seattlepi.nwsource.com/lifestyle/173035_interactivetoys.html |title=The next generation of toys play with interactivity |publisher=Seattle Post-Intelligencer |date=2004-05-13 |accessdate = 2006-08-04}}</ref> By May 2005, a Neopets-affiliated video game producer cited about 35 million unique users, 11 million unique IP addresses per month, and 4 billion web page views per month. This producer also described 20% of the users as 18 or older, with the median of the remaining 80% at about 14.<ref>[http://www.gamespot.com/ps2/adventure/neopets/media.html Gamespot interview], see "Neopets: The Darkest Faerie Developer Interview 1" video</ref> Neopets was consistently ranked among the top ten "stickiest" sites by both Nielsen//NetRatings and [[comScore|comScore Media Metrix]] in 2005 and 2006.<ref>{{cite web |url=http://www.dmwmedia.com/news/2005/06/17/mtv-acquires-virtual-pet-youth-online-community-neopets |title=MTV Acquires "Virtual Pet" Youth Online Community NeoPets |accessdate = 2007-09-10 |last=Hefflinger |first=Mark |date=2005-06-17 |publisher=[[Digital Media Wire|Digital Media Wire, Inc.]]}}</ref><ref name="Gaudiosi">{{cite web |url=http://www.hollywoodreporter.com/hr/content_display/business/news/e3ia52li9aIs4NtvdkBDAfRNQ%3D%3D |title=MTVN, Nexon team to grow Neopets site |accessdate = 2007-09-10 |last=Gaudiosi |first=John |date=2006-11-10 |publisher=Nielsen Business Media, Inc.}}</ref> According to Nielsen//NetRatings, in 2007, Neopets lost about 15% of its audience over the previous year.<ref>{{cite web |url=http://www.mediaweek.com/mw/news/cabletv/article_display.jsp?vnu_content_id=1003637077 |title=Buyers See Some Order in MTVN's Varied Web Plays |accessdate=2008-06-12 |last=Shields |first=Mike |date=2007-09-10 |work=[[MediaWeek|Mediaweek.com]] |publisher=[[Nielsen Company|Nielsen Business Media]]}}</ref> In February 2008, comScore ranked it as the stickiest kids entertainment site with the average user spending 2 hours and 45 minutes.<ref>{{cite web |url=http://www.indiantelevision.com/headlines/y2k8/feb/feb176.php |title=Nickelodeon, Viacom to launch slew of products based on Neopets |accessdate=2008-06-12 |author=Indiantelevision.com Team |date=2008-02-04 |work=Indiantelevision.com's Kidology |publisher=Indian Television Dot Com Pvt Ltd}}</ref><ref>{{cite press release |title=Neopets(R), the Leading Virtual World for Tweens, Showcases New Collectible Plush Toys, Fun Paks and Trading Cards at Toy Fair 2008 |publisher=Nickelodeon |date=2008-02-14 |url=http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/02-14-2008/0004756436&EDATE= |accessdate=2008-06-12}}</ref> |
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Most of the users are female, higher than in other [[massively multiplayer online game]]s (MMOGs) but equivalent to social-networking-driven communities.<ref name="NextGen">{{cite web |url=http://www.next-gen.biz/index.php?option=com_content&task=view&id=10559&Itemid=2 |title=ANALYSIS: Here Come the Girls |accessdate=2008-06-17 |date=2008-05-19 |work=[[Next-Gen.biz]] |publisher=[[Future US|Future Network USA]]}}</ref> Cuteness is one of the main factors.<ref name="NextGen" /><ref name="Pace" /> Open-endedness is another. Lucy Bradshaw, a vice president of [[Electronic Arts]], said, "Games that have a tendency to satisfy on more than one dimension have a tendency to have a broader appeal and attract girls".<ref>{{cite news |last = Ha |first = K. Oanh |title=Neopets site for children stirs controversy. |publisher=[[San Jose Mercury News]] |date=2004-09-14 |url=http://www.accessmylibrary.com/coms2/summary_0286-8571511_ITM |accessdate=2008-06-17}}</ref> |
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==Merchandise== |
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Neopets produces a range of merchandise, including [[plush toy|plushies]], stickers, books, cereals, and [[video game]]s. The merchandise retails at mainstream outlets such as [[Wal-Mart]], [[Target Corporation|Target]], and [[Limited Too]]. There are also exclusively online retailers involved, such as [[Zazzle]]. Each merchandise has a prize code which can be redeemed at the site for an in-game reward. Neopets had planned to "bring the online and offline worlds together in ways that have never been done before".<ref>{{cite news |first= |last= |authorlink= |title=NeoPets Trading Card Game |url=http://www.toymania.com/news/messages/3011.shtml |work= |publisher=Raving Toy Maniac |date=2003-02-04 |accessdate=2008-06-18 }}</ref> An investment banker at [[Allen & Company]] in New York said Neopets was the only online media he had seen "that might have the ability to capture market share in the offline world".<ref name="Wingfield" /> Neopets signed a licensing deal with [[Viacom Consumer Products]] in 2001 to get the right developers and publishers for their offline content.<ref>{{cite news |first=Christopher |last=Keough |authorlink= |title=Pets Go Mainstream |url=http://findarticles.com/p/articles/mi_m5072/is_51_23/ai_81226414 |work=[[Los Angeles Business Journal]] |publisher= |date=2001-12-17 |accessdate=2008-06-18}}</ref> A deal with [[Thinkway Toys]] produced the first merchandise brought to an international market.<ref>{{cite press release |title=Thinkway Toys and NeoPets, Inc. Announce Licensing Agreement. |publisher= |date=2002-07-17 |url=http://www.accessmylibrary.com/coms2/summary_0286-25658682_ITM |format= |accessdate=2008-06-20 |quote= }}</ref> Offline products expanded in 2005 with film and video game deals.<ref name="Wingfield" /> In February 2008, offline products were further expanded when it was announced that [[Jakks Pacific]] and [[Enterplay]] would produce a new line of merchandise, including new plushies and trading cards, to tie into Key Quest.<ref name="KeyQuest" /> |
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[[Wizards of the Coast]] released the ''[[Neopets Trading Card Game]]'' in September 2003 based on the online characters and setting. In 2004, the cards were promoted in three of General Mills "Big G" cereals<ref>{{cite web |url=http://www.playthings.com/article/CA401171.html |title=Wizards' Neopets in cereal deal |accessdate=2008-06-22 |last= |first= |coauthors= |date=2004-03-04 |work= |publisher=[[Reed Business Information]]}}</ref> and ten [[Simon Property Group]] malls.<ref>{{cite news |first= |last= |authorlink= |coauthors= |title=Neopets 10-City Mall Tour Brings Online World and Popular Trading Card Game to Life across the Country. |url=http://www.accessmylibrary.com/coms2/summary_0286-21800051_ITM |work= |publisher= |date=2004-06-29 |accessdate=2008-06-22}}</ref> The TCG received two different nominations for "Toy of the Year" and two other recognitions.<ref>{{cite press release |title=Neopets Trading Card Game: Excitement Continues with All-New Card Set |publisher=[[Business Wire]] |date=2004-01-19 |url=http://findarticles.com/p/articles/mi_m0EIN/is_2004_Jan_19/ai_112317211 |accessdate=2008-06-12 |quote=''Toy Wishes'' magazine recognized the Neopets TCG as a "Holiday All-Star," and the game received "Toy of the Year" nominations from the Toy Industry Association and Kidzworld.com. In addition, the Neopets TCG was selected as an "Editor's Pick" by ''Playthings'' magazine. }}</ref> |
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''Neopets: The Official Magazine'', published by [[Beckett Media]], was a bi-monthly magazine released in September 2003.<ref>{{cite web |url=http://www.neopets.com/nf.phtml?nf_date=2003-09-08 |title=Neopets News |publisher=Neopets |date=2003-09-11 |accessdate=2008-06-12 }}</ref> The magazine was sold through a subscription service and in stores, with back issues available for order on the magazine web site. The magazine's features included Neopet games, stories, guides to the Flash games on the Neopets site, news on upcoming site events and merchandise, and drawings for readers. It also regularly offered games tied to the site that allowed the reader to receive a prize on the Neopets site. After 26 issues, Beckett sent a notice to subscribers announcing that the January 2008 issue would be the final issue of the magazine and that Beckett would replace the issues remaining in the subscription with their new magazine ''Beckett Plushie Pals'', which would still include some Neopets news, but also news related to various other companies, including [[Webkinz|Ganz Webkinz]], [[Disney's Club Penguin]], [[TY Beanie Babies]], and ''Kookeys''. |
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Neopets signed a deal with [[Warner Bros. Pictures]] in March 2005 to produce films. The unreleased first film was announced to be written by Rob Lieber and produced by Dylan Sellers and [[John A. Davis]] in February 2006 by ''[[Variety magazine|Variety]]''.<ref>{{cite news |first=Pamela |last=McClintock |authorlink= |title=WB taps NeoPets pic scribe |url=http://www.variety.com/article/VR1117937505.html?categoryid=13&cs=1 |work= |publisher=[[variety.com]] |date=2006-02-06 |accessdate=2008-06-18 }}</ref> |
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In November 2005 Sony Computer Entertainment America Inc. released ''[[Neopets: The Darkest Faerie]]'', for the [[PlayStation 2]]. A second game, ''[[Neopets: Petpet Adventures: The Wand of Wishing]]'', was released March 14, 2006 for the [[PlayStation Portable]]. |
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A very popular form of merchandise for Neopets was their set of toys in 2005 at McDonald's, which brought many people in to Neopets. A second release of Neopet toys occurred at McDonald's because of the success of the last promotion.<ref>{{cite web |url=http://www.toymania.com/news/messages/6928.shtml |title=Neopets Plush at McDonald's |accessdate=2007-05-08 |date=2005-07-08 |quote=}}</ref> These toys have been released in countries such as Australia, USA, [[Singapore]] and the U.K. In September of 2008, Neopet toys came to [[Burger King]] in the United States and Canada. |
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[[Neopets Puzzle Adventure]], a video game developed by [[Infinite Interactive]] and published by [[Capcom]], will be available for [[Microsoft Windows|Windows PC]], the [[Nintendo DS]] and [[Wii]] on November 25, 2008. The game is similar to the video game ''[[Puzzle Quest: Challenge of the Warlords]]''.<ref>{{cite news |title=Gamespot First Look |url=http://www.gamespot.com/ds/puzzle/neopets/news.html?sid=6192045 |publisher=[[gamespot.com]] |date=2008-06-04 |accessdate=2008-11-07 }}</ref> |
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==References== |
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{{reflist|2}} |
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==External links== |
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{{wikinews|Wikinews Entertainment Shorts: June 2, 2007|Neopets to become TV series}} |
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* [http://www.neopets.com/ Official Neopets Website] |
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** [http://www.neopets.com/mini/index.phtml Neopets Jr.] |
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* [http://www.beckett.com/beckettneopets/default.osi Beckett Official Neopets Magazine] |
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* {{StrategyWiki}} |
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