Frequently Asked Questions


What is Neopets?
How many members does Neopets have?
Who visits Neopets and what are their ages and demographics?
What do users find interesting about Neopets?
What was the inspiration for the Neopets website?
What is the business model for Neopets and how does the company generate revenue?
How did Neopets evolve as a business?
Who creates the content for Neopets?
How many pages of content are on the Neopets website?
What is Neopia's social structure?
Is the Neopets website safe for young kids?
How do parents feel about Neopets?
What do teachers think about Neopets?
What new activities and content are planned for Neopets?

 

What is Neopets®?

Neopets.com® is an interactive community of virtual pet owners whose Neopets inhabit a mythical world called Neopia®. After choosing a Neopet from among the forty-nine different species and personalizing it with its own unique name and set of characteristics, members and their pets travel around the Neopets.com site communicating with other site members and engaging in a variety of challenging, interactive, and entertaining activities. Members earn NeoPoints®, the virtual currency of the site, by participating in contests and games. Using their NeoPoints, members buy food and Neopian® Items for their Neopets, set up their own shops in the Neopian Marketplace, and invest in the NEODAQ (the site's virtual stock market), among other things. Whether journeying to exotic locales like Mystery Island, visiting the Games Room for a few rounds of Meerca Chase™, or heading to the Neopian Marketplace for a virtual shopping spree, the adventures that await members at Neopets are practically endless. Indeed, the only limitation of the site is the member's own imagination!

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How many members does Neopets have?

As of May 2006, Neopets has registered more than 100 million accounts worldwide. Due to the multiple accounts that users create for a variety of reasons, this figure represents approximately 30 million individuals (by Company estimates).

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Who visits Neopets and what are their ages and demographics?

Neopets members are an amazingly diverse group, extremely Web savvy, and acutely aware of the emerging role that the Internet plays in their everyday lives. Thirty-nine percent of Neopets members are age twelve and under, forty percent are between the ages of thirteen and seventeen, and twenty-one percent are age eighteen and older. Fifty-seven percent of the sites' registered members are female, and forty-three percent are male. Neopets has significant penetration throughout the United States, as well as in other English-speaking regions, including The United Kingdom, Canada, Australia, Singapore, and New Zealand. Yet despite these divergent locales and ages, Neopets offers its members a universal and friendly environment that transcends culture and geography.

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What do users find interesting about Neopets?

A primary reason for the continually growing popularity of Neopets.com and the loyalty of its members is the willingness of the Neopets Team to listen to site members' input. Neopets frequently asks its members to provide feedback about the site's characters and activities, or merchandise that will appear on retail shelves. In fact, their collective voice is often an influential factor in adding new features and products.

Additionally, Neopets members are drawn to the site by its regularly updated and expanded content. Each weekday, members visiting the site learn about newly posted site content. This emphasis on fresh and interesting material ensures that the site continues to retain its existing members and to entice new ones.

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What was the inspiration for the Neopets website?

Despite an abundance of websites seeking to attract today's youth market, relatively few possess the requisite creative interactivity capable of generating and sustaining anything more than a cursory visit. The Company strove to meet this challenge by providing today's youth audience - free of charge - cutting-edge entertainment content, updated and refreshed on a daily basis. Neopets management envisioned a continually expanding global online community for like-minded web-users - and that is what Neopets has become.

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What is the business model for Neopets and how does the company generate revenue?

Neopets generates revenue from several sources. The first and most intriguing way is through the use of User-Initiated Brand-Integrated Advertising - a technique invented by Neopets. Similar to the concept of product placement, User-Initiated Brand-Integrated Advertising directly integrates a sponsor's product or service into the activities available within the site. This generates millions of impressions, which powerfully convey the sponsor's message effectively to its intended audience.

Other means utilized by Neopets to generate revenue are more traditional. For example, Neopets sells merchandise directly to retail stores such as Limited Too and other independent specialty retailers. Items such as Neopets plush toys, notepads, and stickers are offered. Neopets has also entered into select licensing opportunities with leading companies including Sony Computer Entertainment, Wizards of the Coast and more. These companies have and will be creating Neopets branded products to be sold through toy stores, comic/card shops and other national retailers throughout the United States and other parts of the world. Neopets is developing Neopets wireless content for access on cellular phones in Asia, Europe and the United States. All of these activities contribute to the revenue needed to expand Neopets, Inc. into a global entertainment and media company.

Online market research has played an important role in site content development, product development, concept testing and public relations from the Company's inception. In addition, market research has also become a source of revenue. Neopets' unparalleled access to young people, coupled with the Company's highly sophisticated, proprietary market research system, enables Neopets to conduct detailed consumer studies for companies that target young people, including the hard to reach 12 and younger age group. Neopets has the largest COPPA compliant (Children's Online Privacy Protection Act) online market research panel in the world, containing more than 50,000 12 and younger panelists complete with written parental permission. Neopets research is used by numerous Fortune 1000 companies, and is frequently quoted in respected publications such as Advertising Age and Television Week.

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How did Neopets evolve as a business?

The development from a simple website into a viable business took Neopets, Inc. founder and CEO, Doug Dohring, just a few short months. With the guidance and expertise of an experienced management team that Mr. Dohring had worked with for many years, Neopets, Inc. developed into an operating business by April 2000 (following its February incorporation), and reached initial profitability by July 2000. During that same brief timeframe, the Company brought on the artists, writers, programmers, sales and support staff, and many of the additional senior management that currently comprise The Neopets Team.

In less than three years, Neopets has grown from operating on a single server to employing more than two hundred servers. Currently, the site peaks at just under a gigabit of bandwidth (the equivalent of approximately 700 T1's), and the number of registered Neopets accounts has risen to over 120 million by June 2005 (which is approximately 30 million individuals by Company estimates). The website receives more than 60,000 registrations daily.

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Who creates the content for Neopets?

Neopets content is provided by Neopets' highly-creative and dedicated staff of artists who develop the graphic content that brings the Neopets to life, writers who tell the stories that give the characters dimension, programmers who write the code that enables the site to operate, and game designers who create the games that keep members entertained for hours. It is important to note, however, that a substantial portion of the site's content also comes from Neopets members who submit tens of thousands of poems, drawings, and stories each month.

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How many pages of content are on the Neopets website?

Neopets.com has literally millions of pages of content. Presently, there are over 100 games targeted at various age groups. Additionally, Neopets offers its members 63 Neopian Shops (created by the Neopets creative staff) from which members can purchase Items for their Neopets. The site also has 10 different worlds that are brimming with fantastic things to do. And, of course, equally important are the pages created by Neopets' members. In total, members have created more than 12 million pages of content, including more than 2 million pet homepages, 1 million guilds (clubs), and more than 10 million members' shops. When you consider all the stories, contests, guilds and other activities that are on the site, the number of pages is "virtually" infinite!

What is Neopia's social structure?

Neopia is populated by 50 different virtual pet species, including Aishas, Scorchios, Gelerts and Wockies. Within these species, each individual pet has its own unique name and personality. Therefore, an Aisha named Sparkles would say, "Hello, I am Sparkles," not "Hello, I am Aisha." Aishas are a species; Sparkles the Aisha would be a specific character within that species.

This is also the case with Neopets Faeries. Earth Faeries are one of six basic types of Faeries that populate Neopia. There are thousands of Earth Faeries that exist throughout Neopia. Illusen the Earth Faerie is one specific Earth Faerie, who makes her home in a land called Meridell. However, she is not to be referred to as "The Earth Faerie," because that would imply that she is the only Earth Faerie in Neopia.

Neopets are also capable of having pets of their own, called Petpets. There are hundreds of different Petpet species - Warfs, Kadoaties, Noils, and Wadjets are but a few. Just like the Neopets that own them, Petpets also have individual names, and should not be referred to by their species names. For example, if your Neopet had a Warf named Pepper, it would introduce the Petpet by saying, "This is Pepper, my Warf," not, "This is Warf."

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Is the Neopets website safe for young kids?

The safety of members is priority number one at Neopets. Our diligent staff is on the job 24 hours a day. Neopets is deeply committed to making Neopets.com one of the safest sites on the Web. Neopets is fully compliant with the standards of the U.S. federal Children's Online Privacy Protection Act (COPPA), which regulates online standards pertaining to the collection of personal information for children under 13 years of age. Additionally, Neopets follows the guidelines established by the Children's Advertising Review Unit (CARU), a self-regulatory forum set up by the advertising industry in conjunction with the Council of Better Business Bureaus to review and provide guidelines concerning advertising and promotional materials directed at children in all media.

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How do parents feel about Neopets?

Parents' response to Neopets.com is overwhelmingly positive. Neopets has received many thousands of "fan" letters from parents expressing their appreciation for the site. In addition to thanking us for providing a cost-free activity that the entire family enjoys, parents tell us that Neopets gives them a great way to teach their children many basic "life lessons," such as learning how to manage money and the responsibilities that come with owning and caring for a pet.

Importantly, parents trust Neopets. Thanks to the diligence of the site's round-the-clock team of monitors and e-mail support staff, Neopets, Inc. works vigilantly toward its goal of maintaining a safe and fun online environment for all ages.

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What do teachers think about Neopets?

Many elementary and secondary schoolteachers have seized upon Neopets.com as an essential teaching tool. The Neopets site offers hands-on educational content in the form of "virtual" lessons in a diversity of topics, including economics, business, computer programming, art and writing. And, because the site presents this information in a fun and entertaining way, it attracts and retains students' attention and interest for hours. Significantly, this educational content helps to develop valuable skills that students need and can apply to the "real" world. Thus, a growing number of educators are incorporating Neopets.com into their classroom curriculum.

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What new activities and content are planned for Neopets?

In the coming months, Neopets will continue to introduce new site events and activities, as well as expand its line of branded merchandise, which will include more "Limited Edition" in-store events at Limited Too. In 2003, Hasbro released Pocket NeoPets®, Thinkway Toys released a series of voice-activated Neopets interactive toys, and Wizards of the Coast introduced the first Neopets Trading Card Game. 2004 introductions included Neopets Action Figures in Wal*Mart, and an electronic hand-held TV Game, from Thinkway Toys. Colorbök has introduced its Neopets Back to School Collection through major retailer chain outlets, including Kmart and Walgreens. In addition, Sony will distribute Neopets The Darkest Faerie in 2005, the first Neopets-themed PlayStation2 game.

Another major Neopets' initiative is site translation. Beginning in August 2003, Neopets has been translated into Japanese, Chinese (both traditional and simplified), Korean, Spanish, German, French, Italian, Portuguese and Dutch. The ability of site members to play in languages other than English will permit Neopets to expand its international audience even further, which will increase cross-border communication and understanding by young people, thereby continuing to fulfill Neopets' mission to be the largest online youth community in the world.

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