AT 25 (AND A ½)
Vince Pavey talks to Dominic Law, CEO of Neopets, about how and why the online pet game has persevered, and how Neopia intends to increase its modern-day relevancy without losing what made it a phenomenal hit with fans in the first place
Neopets has been a beloved part of internet culture for 25 years and counting, and was a big part of my own personal childhood. What do you see as the core of Neopets’ identity, the parts that must be preserved as the brand evolves? Law: At its heart, Neopets is all about the community, the adventure and of course, the pets! We’re talking about a magical place filled with creativity and imagination. The real magic lies in the friendships you forge, the tales you
share, and those emotional connections between players and their Neopets. This sense of belonging and shared experience truly defines the soul of the game. As we continue to evolve the platform, it’s super important to preserve the wonder and charm – it’s what has captivated fans for over two decades. We want to keep reigniting that spark for both our long-time players and a whole new generation of Neopian explorers.
At GDC you gave a talk that mentioned blending “the charm of early internet gaming culture with a modern focus on emotional well-being”. How exactly do you do that? Law: We’re all about bringing back that special sauce of early internet gaming – the quirky humor, the handcrafted experiences, and a strong sense of individuality. Games from that era often felt deeply personal, with layers of hidden lore, and Easter eggs just waiting to be discovered! Our focus on emotional well-being means creating safe, inclusive spaces in Neopia where players can kick back, express themselves, and connect with a supportive community. The low- pressure, cozy gameplay lets you engage at your own pace, making it a perfect escape from the hustle and bustle.
22 | MCV/DEVELOP August/September 2025
You’ve also mentioned a commitment to creating ‘mobile-friendly’ experiences, while still maintaining the classic site. What is the actual approach there? Law: Our main quest is all about reviving the classic site, and we’ve already brought back over 100 fan-favorite mini-games that are now playable again. Many of those games went into hiding after Flash was retired and many never made it to modern HTML. We’re also jazzing up the UX and UI to make everything much more mobile-friendly. What’s really awesome is that with the launch of Neopass, players
can easily log into all their accounts, track their progress across various games, and earn rewards while joining in on community events. It’s a seamless way to connect our mobile titles to the classic experience, making it a breeze for mobile-first lapsed users to return to Neopets.
What have some of the biggest challenges been? Law: One of our biggest challenges has definitely been the tech stack and all that spaghetti code! It makes reviving the site a real puzzle and we’ve had to invest a lot to totally overhaul the infrastructure and backend database. Plus, there are those growing pains – every time we add new features, sometimes things break unexpectedly because there’s been a lack of clear documentation after all the changes in ownership. It’s been a wild ride, but we’re tackling it one level at a time!
Not to smash my veneer of youth, but Neopets has been around for absolutely ages. How do you maintain people’s bonds with their virtual companions over such a long period of time? Is there any specific focus on an internal level on keeping the adult Neopets fans engaged?
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