It is a crucial turning point as Neopets approaches its 25th anniversary in November. Once a leader in the virtual pet realm, the platform has experienced stagnation under various corporate owners over the years.
Now under the leadership of CEO Dominic Law, Neopets is on the brink of a renaissance, rekindling its magic that captivated millions when it first burst onto the scene.
The team is committed to modernizing the experience by exploring avenues such as mobile and tabletop games and merchandise to ensure Neopets evolves beyond its PC roots, adopting fresh developments while still evoking a strong sense of nostalgia.
We speak to Dean Ravenola, who serves as Neopets’ Narrative and Creative Director, bringing a tapestry of rich storytelling to the digital realm.
With a diverse portfolio from video games to graphic novels, he has dedicated his efforts to weaving engaging storylines and fortifying the brand’s narrative arc, preparing it for a global audience.
“Neopets has been a beloved virtual world since 1999, but over the years, it has passed through many hands without undergoing much evolution,” says Dean Ravenola, Narrative and Creative Director at Neopets.
“Our mission now is to breathe new life into the Neopets brand and make it relevant for old fans and the newer generation alike.”
Dean emphasizes the importance of storytelling in rejuvenating the brand, revealing that they are revisiting classic characters and storylines while updating them to seamlessly reflect modern values, including diversity and inclusivity, as seen in their latest plot The Void Within.
Exciting mobile games such as Tales of Dacardia and Faeries’ Hope are set in unique Neopets worlds, while a new trading card game developed with Upper Deck introduces engaging mechanics for players of all ages.
Merchandise is flourishing with the recent launch of an e-shop showcasing various products, including plush toys, clothing and accessories. This exciting development has been driven by Neopets’ strategic collaborations with popular brands such as Hot Topic and PhatMojo.
Looking ahead, the team is keen on expanding its offerings even further, aiming to make Neopets a household name once again.
With a dedicated team and a clear vision, Neopets is poised for a grand comeback, ready to enchant a new generation while rekindling the love of its longtime fans.