Neo Neopets
In the summer of 2014, completely out of the blue, Neopets announced that JumpStart would be acquiring the company. In the midst of the humongous transition from Viacom’s servers to JumpStart’s that followed, things went haywire, with pages going offline for days or even weeks at a time (some huge parts of the site still aren’t back, despite promises from almost two years ago that they’d be up in a matter of weeks), original members of The Neopets Team leaving or getting laid off, much of the staff being displaced and outsourced to India, and the chat censors and moderators disappearing, resulting in the users’ descent into chaotic anarchy. It seemed like the end of Neopets. Even the acquisition itself is questionable -- how could a floundering company like JumpStart buy such a valuable site from Viacom? (hint: it’s really kind of sketchy)
Although many were wary of JumpStart due to its history of almost exclusively making games for pre-elementary school children, long-time TNT member Snarkie posted on the Neoboards that their interest in Neopets was actually for its older audience. Directly following the acquisition (and pre-Neopocalypse), JumpStart posted an FAQ regarding their plans for the site: specifically mentioning intentions to update the Game Room, and to begin developing mobile apps. But then the staff displacement happened, the quality of everything went downhill, and Neopets was at a standstill for almost two years. Despite a statement from the JumpStart CEO himself promising new features and updates, site glitches still abound, and nothing was getting done.
Bringing Neopets into mobile is its last hope. JumpStart’s plan conjures images of the same vision Neopets creator Donna Williams has had for Neopets since the beginning: an online multiplayer game with an explorable open world, interesting fantasy plots, and customizable playable pet characters. Everything that Neopets had on the website, but in an adventure game, and on mobile platforms! Before JumpStart’s acquisition, it seemed like that’s where they were headed. As early as 2006, Neopets developed a mobile game accessed via the most ancient form of the mobile web browser. It didn't fly very far, since few phones back then had the capacity to play the game. Too far-fetched for its time. Later, after smart phones got big, TNT held a contest to name an upcoming new iteration of the app, along with a concept trailer. Sadly, likely due to JumpStart’s incredibly limited funding, there is still no news on how or even if that’s coming, past the empty "it’s in the early stages!" from a year ago.
That is until this past March, (seriously! this happened while I was writing this!) there was a quiet release of JumpStart’s first Neopets mobile game. It’s not the Donna vision, not even close. More like just another of their Flash games, but just happens to be available on some other platforms. Ghoul Catchers, available on smart phones, tablets, and Facebook, is actually just a reskinning of Candy Crush. You can earn Neopoints on it, and that’s about as far as they’ve come in the nearly two years since JumpStart came on board. The mobile version of the Neopets site (still only a site, not an app) still doesn’t even go past the home page, so this copycat game is the only aspect of Neopets available on mobile.
I partially understand where they’re coming from with the plan. Release new Neopets games as their own thing on mobile, so that maybe the average app store peruser will play them and that will lead them to Neopets. Except that this isn’t even an original game, so nobody has any reason to play it unless they already have an account on Neopets and just want to earn Neopoints on their phone. So the game’s only real audience is someone who already plays Neopets, the population of which is going down fast as the site continues in its stagnation. Not a good business plan.
Post Neopets life, I’ve played a few other games based around similar ideas of multiplayer socializing and customization. When I was starting to wean myself off Neopets at the beginning of high school -- maybe I was a little old for this but I liked it anyhow -- I got into Club Penguin. Looking back, this was what Neopets should have been. In this free-to-play online game, you walked around environments as your own customized penguin character, furnished your house, played minigames, chatted with other players, and did quests. The perfect next step from what Neopets was at the time, meanwhile Neopets was failing hard at pushing itself into the next decade.
Fast forward. I’m twenty, and in college. Nintendo suddenly released their first mobile game, Miitomo, and not only am I playing it daily, but I only discovered it because half my friends are playing it, too. Yet another customization/socialization game. In this game you make a little you, dress them up with clothes you buy with points you get from answering questions that your friends will see, and commenting on your friends’ answered questions. It’s not perfect, but it keeps me coming back for the daily prizes, the social aspect, and the fun of revamping my Mii’s outfit over and over -- much like Neopets once did. Even for being free to play, it’s apparently raking in a lot of revenue with the in-game purchases. Much like Neopets.
So here is my proposition for how Neopets and JumpStart ought to (but probably won’t) go about their transition to mobile. As much as I love to imagine Neopets becoming the amazing mobile app of Donna’s vision, with explorable worlds and quests, maybe it’s better to start it small, focusing on the heart of the game: the pets, the customization, and the friendship.
So imagine you download this app, "Neopets Go!" or something -- you’re first asked to make your username, small customizations to your profile, etc. Typical of these types of games. Then it has you select a pet from the thumbnails of all the different species. It pops up and says "Hi, I’m… Well, I guess, I don’t have a name yet," and asks you to name her. After a loading screen, you’re brought into an empty room, and your pet is walking around in it. You can tap on her to interact with her, similar to Nintendogs, except Neopets can talk. Your new little buddy! She exclaims that she’s so excited to be here with you!!
From there, you can click on the menu to go to shops (to buy toys, food, clothes, and furniture for the room), friends (to see their pets/rooms -- maybe a simple messaging system? GPS-based friend locator?), and play mini-games to earn points (just simple ones from the original Game Room that would translate well to finger-tapping, like Destruct-O-Match or Whack-a-Sloth). I’m already hooked. After playing Miitomo these last couple of weeks, I can’t help but just imagine it with Neopets.
Prior to discovering their new mobile game, I was 100% okay with the Neopets website just dying after so many years of floundering. If they don’t have the funding to make it good anymore, they should just end it already, you know? But now I have a little glimmer of hope -- that even though it’s not going well right now, maybe they at least know what they’re doing by moving to mobile, maybe it’ll eventually be profitable enough that they can afford to make it better. They just have to do it right. So now I’m kind of excited to see where they go with it, if they can. I just feel like that’s a really big "if."












