How Neopets is using nostalgia and superfans to rebuild its brand
Neopets is betting on superfans and strategic loyalty to win back its massive fanbase
Legacy gaming IP Neopets is attempting what few brands can achieve: reviving a forgotten internet icon by turning nostalgia into a strategic growth lever.
At the Digital Marketing Asia event in Hong Kong, Neopets CEO Dominic Law laid out a clear plan to bring the 25-year-old franchise back to life. Once home to over 150 million users, Neopets fell off the cultural radar after years of acquisition turmoil and stalled innovation. But according to Law, the brand still has deep emotional equity—and that's the starting point for its revival.
This article explores how Neopets is rebuilding its brand through platform integration, strategic loyalty, and community-driven marketing. For B2B marketers and brand strategists, it’s a modern lesson in turning dormant IP into active audience engagement.
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Here’s a table of contents for quick access:
- Neopets’ past, present, and platform play
- From game pass to loyalty engine: the role of NeoPass
- Merch, mobile, and multichannel engagement
- Superfans as marketing infrastructure
- Strategic takeaways for brand marketers
Patrecia Meliana
Neopets' past, present, and platform play
At its peak, Neopets stood shoulder to shoulder with today’s gaming giants. But mismanagement and inconsistent vision pushed the brand into obscurity. Only about 1% of users from the platform’s original era remain active, according to Law. Despite that, the name still resonates with millennials who grew up online.
The new mission is to reconnect with those former users—many now in their 30s with spending power—while building interest among younger gamers who have never heard of the brand. The key to this two-pronged approach is NeoPass, a unified login and loyalty system that ties all experiences together.
From game pass to loyalty engine: the role of NeoPass
NeoPass isn’t just a technical upgrade. It’s the foundation of Neopets’ growth strategy. The system works as a quest-based login that lets users earn points across multiple games, both classic and new. It also integrates with merchandise, events, and social media to build a consistent engagement loop.
“In other industries, you’d call it a loyalty programme,” said Law. “In gaming, it’s a glorified quest-based login system.”
This approach reflects how gamers behave today. They want emotional connection, not just high-end graphics. NeoPass rewards engagement across touchpoints, turning brand interactions into gamified experiences and offering a reason to return without relying on nostalgia alone.
Merch, mobile, and multichannel engagement
Neopets knows that most former users won’t spend much time in the classic game. Law estimates less than 10% will return long-term. But that’s not the point.
Instead, Neopets is launching a broader ecosystem, including:
- A Roblox experience to attract younger players
- A Nintendo Switch title for casual console gaming
- A physical trading card game and nostalgic merchandise line
Whether a user is reliving their childhood for ten minutes or buying a plush toy for their kids, NeoPass connects every activity. The company is banking on emotional purchases and cross-platform loyalty, not just gameplay, to drive long-term value.
Superfans as marketing infrastructure
One of Neopets’ most strategic moves is shifting from top-down marketing to community-first engagement. After years of missed updates and broken promises, trust had eroded. Law and his team, who are all former Neopets players, took control via a management buyout.
"We all grew up playing Neopets. We're betting our careers on reviving this legendary IP for the community, with the community," Law said.
The company launched a community ambassador program, enlisting veteran players as advisors across five key areas: gameplay, lore, merchandise, events, and community management. More than 1,000 superfans applied. These users now help with QA, feature suggestions, and feedback loops.
Monthly newsletters have also become a cornerstone of transparency. Instead of polished marketing updates, the team shares real wins, technical issues, and lessons from failed rollouts. This has helped rebuild trust and give fans a real seat at the table.
What marketers should know
Neopets isn’t just chasing nostalgia. It’s creating a blueprint for how legacy brands can relaunch in a fragmented, loyalty-driven digital world. Here’s what marketers can take away:
1. Use nostalgia as a springboard, not a strategy
Emotional resonance is powerful, but not enough on its own. Neopets is layering new mobile games, physical products, and social touchpoints on top of nostalgic appeal to build a lasting ecosystem.
2. Treat loyalty programs as engagement platforms
NeoPass connects in-game actions, merchandise purchases, and social media. Marketers should look at how loyalty can drive engagement across owned and earned channels, not just sales.
3. Elevate your superfans
Forget influencers. Neopets is building brand credibility through longtime users who know the product inside out. These community insiders can serve as QA testers, brand advocates, and feedback engines.
4. Be radically transparent
Rather than gloss over problems, Neopets shares monthly updates that include setbacks. Marketers should consider how honesty in comms can strengthen trust and long-term brand equity.
Neopets’ revival is more than a nostalgic play. It’s a multi-platform, community-led relaunch that connects emotional value with business strategy. By putting superfans at the center, linking touchpoints through NeoPass, and leading with transparency, the brand is crafting a comeback worth watching.
For marketers, it’s a timely reminder that old IP can be new again—if you’re willing to build for the users who never stopped caring.
