<s>
Neopets	B-Protocol
is	O
a	O
virtual	O
pet	O
website	O
.	O
</s>
<s>
Users	O
can	O
own	O
virtual	O
pets	O
(	O
"	O
Neopets	B-Protocol
"	O
)	O
and	O
buy	O
virtual	O
items	O
for	O
them	O
using	O
one	O
of	O
two	O
virtual	O
currencies	O
.	O
</s>
<s>
One	O
currency	O
,	O
called	O
Neopoints	B-Protocol
,	O
can	O
be	O
earned	O
within	O
the	O
site	O
,	O
and	O
the	O
other	O
,	O
Neocash	O
,	O
can	O
either	O
be	O
purchased	O
with	O
real-world	O
money	O
,	O
or	O
won	O
by	O
chance	O
in-game	B-Application
.	O
</s>
<s>
Two	O
years	O
later	O
,	O
a	O
consortium	O
of	O
investors	O
led	O
by	O
Doug	O
Dohring	O
bought	O
a	O
controlling	O
interest	O
in	O
the	O
company	O
and	O
in	O
June	O
2005	O
,	O
Viacom	O
(	O
the	O
company	O
that	O
owns	O
Nickelodeon	O
)	O
bought	O
Neopets	B-Protocol
Inc	I-Protocol
.	I-Protocol
for	O
US$160	O
million	O
.	O
</s>
<s>
On	O
17	O
March	O
2014	O
,	O
Viacom	O
and	O
Nickelodeon	O
sold	O
Neopets	B-Protocol
to	O
JumpStart	B-Device
Games	O
for	O
an	O
undisclosed	O
amount	O
.	O
</s>
<s>
On	O
3	O
July	O
2017	O
,	O
Chinese	O
company	O
NetDragon	O
acquired	O
JumpStart	B-Device
.	O
</s>
<s>
Neopets	B-Protocol
allows	O
users	O
to	O
create	O
and	O
care	O
for	O
digital	O
pets	O
called	O
"	O
Neopets	B-Protocol
"	O
and	O
explore	O
the	O
virtual	B-Application
world	I-Application
of	O
Neopia	O
.	O
</s>
<s>
There	O
is	O
no	O
set	O
objective	O
for	O
the	O
users	O
,	O
but	O
they	O
are	O
expected	O
to	O
feed	O
and	O
care	O
for	O
their	O
Neopets	B-Protocol
when	O
they	O
grow	O
hungry	O
or	O
ill	O
.	O
Neopets	B-Protocol
will	O
not	O
die	O
if	O
neglected	O
,	O
but	O
their	O
health	O
can	O
limit	O
their	O
gameplay	O
.	O
</s>
<s>
Neopets	B-Protocol
come	O
in	O
a	O
variety	O
of	O
species	O
and	O
colors	O
and	O
users	O
can	O
create	O
or	O
adopt	O
their	O
own	O
.	O
</s>
<s>
Users	O
can	O
obtain	O
items	O
to	O
interact	O
with	O
their	O
Neopet	B-Protocol
,	O
such	O
as	O
books	O
to	O
read	O
and	O
toys	O
to	O
play	O
with	O
them	O
.	O
</s>
<s>
Neopets	B-Protocol
can	O
be	O
customised	O
with	O
certain	O
clothing	O
items	O
,	O
paintbrushes	O
,	O
morphing	O
potions	O
,	O
and	O
accessories	O
.	O
</s>
<s>
Neopets	B-Protocol
themselves	O
can	O
have	O
pets	O
of	O
their	O
own	O
called	O
Petpets	B-Protocol
.	O
</s>
<s>
Users	O
can	O
build	O
a	O
customisable	O
Neohome	O
for	O
their	O
Neopets	B-Protocol
and	O
furnish	O
it	O
with	O
furniture	O
,	O
wallpaper	O
,	O
and	O
flooring	O
.	O
</s>
<s>
Neopets	B-Protocol
can	O
battle	O
against	O
other	O
Neopets	B-Protocol
or	O
non-player	O
characters	O
in	O
the	O
Battledome	O
but	O
they	O
cannot	O
die	O
there	O
.	O
</s>
<s>
Neopia	O
is	O
a	O
virtual	O
planet	O
with	O
fantasy	B-Application
lands	O
inhabited	O
by	O
Neopets	B-Protocol
and	O
other	O
virtual	O
creatures	O
.	O
</s>
<s>
Neopia	O
follows	O
its	O
own	O
calendar	O
and	O
time	B-Device
zone	I-Device
,	O
which	O
runs	O
concurrent	O
with	O
real-world	O
Pacific	O
Time	O
,	O
and	O
has	O
tie-ins	O
with	O
certain	O
real-world	O
holidays	O
such	O
as	O
Halloween	B-Application
and	O
Christmas	O
.	O
</s>
<s>
It	O
has	O
its	O
own	O
economy	O
and	O
stock	O
market	O
based	O
on	O
Neopoints	B-Protocol
.	O
</s>
<s>
Users	O
can	O
earn	O
Neopoints	B-Protocol
through	O
various	O
means	O
including	O
playing	O
games	O
and	O
selling	O
items	O
,	O
which	O
can	O
be	O
invested	O
or	O
used	O
to	O
buy	O
various	O
virtual	O
goods	O
and	O
services	O
.	O
</s>
<s>
Occasionally	O
,	O
the	O
Neopets	B-Protocol
team	O
release	O
interactive	O
storylines	O
to	O
expand	O
the	O
in-universe	O
lore	O
.	O
</s>
<s>
In	O
addition	O
to	O
the	O
site	O
content	O
updated	O
by	O
the	O
Neopets	B-Protocol
team	O
,	O
users	O
also	O
contribute	O
content	O
to	O
the	O
site	O
.	O
</s>
<s>
User	O
contributions	O
come	O
in	O
the	O
form	O
of	O
prescreened	O
submissions	O
and	O
readily	O
editable	O
content	O
that	O
is	O
automatically	O
filtered	B-Application
,	O
such	O
as	O
the	O
site	O
's	O
weekly	O
electronic	O
newspaper	O
The	O
Neopian	B-Protocol
Times	I-Protocol
.	O
</s>
<s>
Users	O
can	O
earn	O
Neopoints	B-Protocol
from	O
playing	O
games	O
.	O
</s>
<s>
Many	O
single-player	O
and	O
multiplayer	B-Protocol
browser	I-Protocol
games	I-Protocol
are	O
available	O
.	O
</s>
<s>
Challenges	O
may	O
be	O
made	O
against	O
other	O
players	O
or	O
random	O
players	O
in	O
a	O
"	O
World	O
Challenge	O
"	O
for	O
a	O
prize	O
piece	O
and	O
Neopoints	B-Protocol
from	O
the	O
jackpot	O
for	O
certain	O
web	B-Protocol
games	I-Protocol
.	O
</s>
<s>
The	O
economy	O
is	O
based	O
on	O
Neopoints	B-Protocol
.	O
</s>
<s>
Users	O
can	O
earn	O
Neopoints	B-Protocol
through	O
playing	O
games	O
,	O
selling	O
items	O
,	O
and	O
other	O
transactions	O
.	O
</s>
<s>
Once	O
earned	O
,	O
they	O
can	O
be	O
saved	O
in	O
the	O
bank	O
,	O
used	O
to	O
buy	O
items	O
from	O
other	O
users	O
or	O
non-player	O
character	O
(	O
NPC	O
)	O
shops	O
,	O
used	O
to	O
buy	O
and	O
sell	O
stocks	O
in	O
the	O
Neopian	B-Protocol
stock	O
market	O
called	O
the	O
NEODAQ	O
(	O
a	O
parody	O
of	O
the	O
NASDAQ	O
)	O
,	O
or	O
used	O
to	O
buy	O
various	O
other	O
things	O
.	O
</s>
<s>
Neopets	B-Protocol
has	O
a	O
community	O
for	O
users	O
to	O
chat	O
with	O
and	O
contact	O
other	O
users	O
.	O
</s>
<s>
Each	O
user	O
has	O
their	O
own	O
profile	O
they	O
can	O
edit	O
with	O
HTML	B-Language
and	O
CSS	B-Language
and	O
are	O
represented	O
by	O
avatars	B-Application
provided	O
by	O
the	O
website	O
,	O
as	O
users	O
cannot	O
upload	O
their	O
own	O
.	O
</s>
<s>
Most	O
avatars	B-Application
must	O
be	O
"	O
unlocked	O
"	O
by	O
completing	O
certain	O
in-game	B-Application
tasks	O
,	O
such	O
as	O
winning	O
a	O
contest	O
or	O
getting	O
a	O
high	O
score	O
on	O
a	O
game	O
.	O
</s>
<s>
NeoMail	O
,	O
a	O
personal	O
in-game	B-Application
communication	O
system	O
like	O
regular	O
email	O
.	O
</s>
<s>
Neoboards	O
,	O
public	O
discussion	B-Application
boards	I-Application
for	O
on-topic	O
discussions	O
.	O
</s>
<s>
Users	O
can	O
enter	O
their	O
own	O
"	O
neoHTML	O
"	O
,	O
a	O
restricted	O
form	O
of	O
BBCode	B-Language
,	O
to	O
customise	O
their	O
posts	O
and	O
signatures	O
.	O
</s>
<s>
Guilds	O
,	O
groups	O
of	O
users	O
with	O
similar	O
interests	O
and	O
their	O
own	O
message	B-Application
board	I-Application
.	O
</s>
<s>
Continuous	O
moderation	O
is	O
performed	O
by	O
paid	O
Neopets	B-Protocol
staff	O
members	O
,	O
and	O
users	O
can	O
help	O
moderate	O
the	O
site	O
by	O
reporting	O
messages	O
they	O
believe	O
are	O
inappropriate	O
or	O
offensive	O
.	O
</s>
<s>
Messages	O
are	O
also	O
automatically	O
filtered	B-Application
to	O
prevent	O
users	O
from	O
posting	O
messages	O
with	O
profanity	O
or	O
lewd	O
content	O
.	O
</s>
<s>
Neopets	B-Protocol
was	O
conceived	O
in	O
1997	O
by	O
Adam	O
Powell	O
,	O
a	O
British	O
student	O
at	O
the	O
University	O
of	O
Nottingham	O
at	O
the	O
time	O
.	O
</s>
<s>
The	O
site	O
contained	O
popular	O
culture	O
references	O
,	O
such	O
as	O
a	O
Neopet	B-Protocol
that	O
was	O
simply	O
a	O
picture	O
of	O
Bruce	O
Forsyth	O
.	O
</s>
<s>
The	O
user	O
base	O
grew	O
by	O
word	O
of	O
mouth	O
and	O
by	O
Christmas	O
1999	O
,	O
Neopets	B-Protocol
was	O
logging	O
600,000	O
page	O
views	O
daily	O
and	O
sought	O
investors	O
to	O
cover	O
the	O
high	O
cost	O
of	O
running	O
the	O
site	O
.	O
</s>
<s>
Dohring	O
founded	O
Neopets	B-Protocol
,	I-Protocol
Inc	I-Protocol
.	I-Protocol
in	O
February	O
2000	O
and	O
began	O
business	O
on	O
28	O
April	O
.	O
</s>
<s>
Adam	O
and	O
Donna	O
were	O
unaware	O
of	O
the	O
Scientology	O
connections	O
until	O
searching	O
the	O
employees	O
at	O
the	O
newly	O
formed	O
company	O
six	O
months	O
later	O
but	O
did	O
not	O
address	O
this	O
until	O
the	O
company	O
hired	O
a	O
woman	O
to	O
introduce	O
Scientology	O
to	O
Neopets	B-Protocol
.	O
</s>
<s>
Adam	O
and	O
Donna	O
stopped	O
the	O
addition	O
of	O
any	O
Scientology	O
education	O
to	O
Neopets	B-Protocol
and	O
ensured	O
such	O
content	O
never	O
made	O
it	O
into	O
anything	O
site-related	O
.	O
</s>
<s>
With	O
the	O
new	O
company	O
,	O
intellectual	O
property	O
that	O
did	O
not	O
belong	O
to	O
Neopets	B-Protocol
was	O
removed	O
but	O
the	O
site	O
kept	O
the	O
British	O
spellings	O
.	O
</s>
<s>
In	O
2004	O
,	O
Neopets	B-Protocol
released	O
a	O
premium	O
version	O
and	O
started	O
showing	O
advertisements	O
on	O
the	O
basic	O
site	O
that	O
were	O
not	O
shown	O
to	O
premium	O
members	O
.	O
</s>
<s>
Viacom	O
,	O
the	O
American	O
conglomerate	O
that	O
owns	O
Nickelodeon	O
,	O
purchased	O
Neopets	B-Protocol
,	I-Protocol
Inc	I-Protocol
.	I-Protocol
on	O
20	O
June	O
2005	O
for	O
$160	O
million	O
and	O
announced	O
plans	O
to	O
focus	O
more	O
on	O
the	O
use	O
of	O
banner	O
ads	O
over	O
the	O
site	O
's	O
existing	O
immersive	O
advertising	O
.	O
</s>
<s>
Adam	O
Powell	O
and	O
Donna	O
Williams	O
left	O
Neopets	B-Protocol
,	I-Protocol
Inc	I-Protocol
.	I-Protocol
shortly	O
after	O
the	O
purchase	O
due	O
to	O
creative	O
differences	O
.	O
</s>
<s>
The	O
website	O
was	O
redesigned	O
on	O
27	O
April	O
2007	O
and	O
included	O
changes	O
to	O
the	O
user	O
interface	O
and	O
the	O
ability	O
to	O
customise	O
Neopets	B-Protocol
.	O
</s>
<s>
In	O
June	O
,	O
Viacom	O
promoted	O
Neopets	B-Protocol
through	O
minishows	O
on	O
its	O
Nickelodeon	O
channel	O
.	O
</s>
<s>
Promotions	O
included	O
the	O
second	O
Altador	B-Protocol
Cup	I-Protocol
and	O
led	O
to	O
an	O
increase	O
in	O
traffic	O
through	O
the	O
site	O
.	O
</s>
<s>
The	O
first	O
Altador	B-Protocol
Cup	I-Protocol
was	O
released	O
as	O
an	O
international	O
online	O
gaming	O
event	O
to	O
coincide	O
with	O
the	O
2006	B-Application
FIFA	I-Application
World	I-Application
Cup	I-Application
to	O
improve	O
interactivity	O
between	O
users	O
and	O
had	O
10.4	O
million	O
participants	O
the	O
first	O
year	O
.	O
</s>
<s>
On	O
17	O
June	O
2008	O
,	O
Viacom	O
formed	O
the	O
Nickelodeon	O
Kids	O
&	O
Family	O
Virtual	B-Application
Worlds	I-Application
Group	O
to	O
"	O
encompass	O
all	O
paid	O
and	O
subscription	O
gaming	O
initiatives	O
across	O
all	O
relevant	O
platforms	O
"	O
,	O
including	O
Neopets	B-Protocol
.	O
</s>
<s>
By	O
June	O
2011	O
,	O
Neopets	B-Protocol
announced	O
that	O
the	O
website	O
had	O
logged	O
1	O
trillion	O
page	O
views	O
since	O
its	O
creation	O
.	O
</s>
<s>
In	O
July	O
2009	O
,	O
the	O
Neopets	B-Protocol
site	O
was	O
the	O
target	O
of	O
an	O
identity	O
theft	O
hacking	O
scheme	O
that	O
attempted	O
to	O
trick	O
users	O
into	O
clicking	O
a	O
link	O
that	O
would	O
allow	O
them	O
to	O
gain	O
items	O
or	O
Neopoints	B-Protocol
.	O
</s>
<s>
According	O
to	O
reports	O
,	O
the	O
hack	O
was	O
aimed	O
not	O
at	O
child	O
players	O
 '	O
Neopets	B-Protocol
accounts	O
,	O
but	O
at	O
using	O
the	O
malware	O
to	O
steal	O
the	O
financial	O
data	O
and	O
identities	O
of	O
their	O
parents	O
.	O
</s>
<s>
Viacom	O
stated	O
that	O
it	O
was	O
investigating	O
the	O
issue	O
,	O
and	O
that	O
the	O
hack	O
was	O
a	O
version	O
of	O
social	O
engineering	O
rather	O
than	O
an	O
"	O
indictment	O
of	O
Neopets	B-Protocol
security	O
practices	O
"	O
.	O
</s>
<s>
In	O
an	O
on-site	O
newsletter	O
for	O
players	O
,	O
Neopets	B-Protocol
denied	O
the	O
report	O
and	O
claimed	O
that	O
the	O
site	O
's	O
security	O
measures	O
prevented	O
the	O
posting	O
of	O
such	O
links	O
.	O
</s>
<s>
JumpStart	B-Device
Games	O
acquired	O
Neopets	B-Protocol
from	O
Viacom	O
in	O
March	O
2014	O
.	O
</s>
<s>
JumpStart-owned	O
Neopets	B-Protocol
was	O
immediately	O
characterized	O
by	O
glitches	O
and	O
site	O
lag	O
.	O
</s>
<s>
On	O
6	O
March	O
2015	O
,	O
much	O
of	O
the	O
Neopets	B-Protocol
Team	O
remaining	O
from	O
Viacom	O
were	O
laid	O
off	O
.	O
</s>
<s>
Then-CEO	O
of	O
JumpStart	B-Device
David	O
Lord	O
assured	O
the	O
community	O
that	O
there	O
were	O
no	O
plans	O
to	O
shut	O
down	O
Neopets	B-Protocol
and	O
instead	O
,	O
resources	O
were	O
allocated	O
to	O
develop	O
new	O
content	O
and	O
address	O
improve	O
lag	O
and	O
site	O
stability	O
with	O
plans	O
to	O
expand	O
to	O
other	O
platforms	O
including	O
mobile	B-Application
and	O
Facebook	B-Application
.	I-Application
</s>
<s>
The	O
Neopets	B-Protocol
team	O
started	O
developing	O
in-universe	O
plots	O
again	O
in	O
2017	O
for	O
the	O
first	O
time	O
since	O
the	O
JumpStart	B-Device
acquisition	O
.	O
</s>
<s>
On	O
3	O
July	O
2017	O
,	O
Chinese	O
company	O
NetDragon	O
acquired	O
JumpStart	B-Device
Games	O
.	O
</s>
<s>
With	O
the	O
support	O
for	O
Adobe	B-Operating_System
Flash	I-Operating_System
ending	O
in	O
2020	O
,	O
the	O
Neopets	B-Protocol
Team	O
announced	O
in	O
2019	O
that	O
it	O
planned	O
to	O
transition	O
Flash	O
elements	O
of	O
the	O
site	O
to	O
HTML5	B-Application
by	O
the	O
end	O
of	O
2020	O
.	O
</s>
<s>
The	O
Neopets	B-Protocol
Team	O
also	O
started	O
working	O
on	O
developing	O
a	O
mobile-friendly	O
version	O
of	O
the	O
site	O
as	O
well	O
as	O
a	O
mobile	B-Application
app	I-Application
.	O
</s>
<s>
During	O
the	O
weekend	O
of	O
27	O
–	O
28	O
June	O
2015	O
,	O
the	O
site	O
's	O
chat	B-Application
filters	I-Application
stopped	O
working	O
.	O
</s>
<s>
In	O
a	O
statement	O
on	O
Facebook	B-Application
,	O
JumpStart	B-Device
apologized	O
,	O
explaining	O
that	O
the	O
issue	O
was	O
due	O
to	O
a	O
"	O
facility	O
move	O
,	O
"	O
and	O
that	O
during	O
that	O
move	O
,	O
the	O
moderation	O
team	O
was	O
not	O
able	O
to	O
access	O
the	O
Neopets	B-Protocol
community	O
.	O
</s>
<s>
In	O
2016	O
,	O
Motherboard	O
reported	O
that	O
the	O
account	O
information	O
of	O
an	O
alleged	O
70	O
million	O
of	O
Neopets	B-Protocol
accounts	O
had	O
been	O
compromised	O
.	O
</s>
<s>
The	O
hack	O
contained	O
usernames	O
,	O
passwords	O
,	O
email	O
addresses	O
,	O
birth	O
dates	O
,	O
gender	O
,	O
and	O
country	O
from	O
2012	O
(	O
prior	O
to	O
JumpStart	B-Device
's	O
acquisition	O
)	O
,	O
but	O
did	O
not	O
contain	O
credit	O
card	O
information	O
or	O
physical	O
addresses	O
.	O
</s>
<s>
Neopets	B-Protocol
responded	O
by	O
posting	O
about	O
the	O
leak	O
on	O
their	O
official	O
Facebook	B-Application
page	O
and	O
sent	O
emails	O
out	O
to	O
all	O
affected	O
players	O
telling	O
them	O
to	O
change	O
their	O
passwords	O
.	O
</s>
<s>
On	O
September	O
22	O
,	O
2021	O
,	O
the	O
Neopets	B-Protocol
Metaverse	O
Collection	O
NFT	O
was	O
revealed	O
in	O
collaboration	O
with	O
JumpStart	B-Device
,	O
Cherrypicks	O
,	O
and	O
Moonvault	O
.	O
</s>
<s>
Users	O
could	O
purchase	O
NMC	O
tokens	O
on	O
the	O
Neopets	B-Protocol
Metaverse	O
Collection	O
website	O
from	O
November	O
12	O
,	O
2021	O
―	O
November	O
15	O
,	O
2021	O
that	O
could	O
then	O
be	O
exchanged	O
for	O
a	O
randomly	O
generated	O
Neopet	B-Protocol
NFT	O
on	O
the	O
Solana	B-Protocol
blockchain	O
from	O
November	O
15	O
,	O
2021	O
-	O
November	O
18	O
,	O
2021	O
.	O
</s>
<s>
Shortly	O
after	O
the	O
project	O
was	O
announced	O
a	O
unique	O
visual	O
glitch	O
(	O
certain	O
attributes	O
were	O
layered	O
and	O
colored	O
incorrectly	O
)	O
revealed	O
that	O
at	O
least	O
one	O
of	O
images	O
used	O
for	O
promotion	O
on	O
the	O
Neopets	B-Protocol
Metaverse	O
Collection	O
website	O
was	O
generated	O
using	O
the	O
Dress	O
to	O
Impress	O
fan	O
site	O
,	O
the	O
Neopets	B-Protocol
Metaverse	O
team	O
replaced	O
the	O
image	O
in	O
question	O
shortly	O
after	O
it	O
was	O
noticed	O
and	O
have	O
n't	O
responded	O
to	O
allegations	O
they	O
used	O
Dress	O
to	O
Impress	O
to	O
generate	O
the	O
entire	O
NFT	O
collection	O
.	O
</s>
<s>
The	O
Neopets	B-Protocol
Metaverse	O
project	O
has	O
received	O
a	O
significant	O
amount	O
of	O
criticism	O
from	O
within	O
the	O
Neopets	B-Protocol
community	O
,	O
citing	O
general	O
concerns	O
about	O
NFTs	O
,	O
as	O
well	O
as	O
details	O
specific	O
to	O
the	O
Neopets	B-Protocol
Metaverse	O
.	O
</s>
<s>
On	O
July	O
20	O
,	O
2022	O
,	O
Neopets	B-Protocol
confirmed	O
that	O
it	O
had	O
suffered	O
a	O
data	O
breach	O
the	O
day	O
prior	O
.	O
</s>
<s>
The	O
data	O
breach	O
exposed	O
Neopets	B-Protocol
 '	O
entire	O
database	O
schema	O
,	O
including	O
usernames	O
,	O
emails	O
and	O
passwords	O
of	O
its	O
69	O
million	O
users	O
.	O
</s>
<s>
Neopets	B-Protocol
responded	O
by	O
forcing	O
a	O
password	O
reset	O
for	O
all	O
users	O
on	O
August	O
1	O
,	O
2022	O
,	O
causing	O
some	O
players	O
to	O
be	O
locked	O
out	O
as	O
they	O
no	O
longer	O
had	O
access	O
to	O
the	O
e-mail	O
addresses	O
linked	O
to	O
their	O
accounts	O
.	O
</s>
<s>
On	O
August	O
29	O
,	O
2022	O
Neopets	B-Protocol
sent	O
an	O
e-mail	O
to	O
users	O
detailing	O
the	O
results	O
of	O
their	O
subsequent	O
investigation	O
,	O
noting	O
that	O
the	O
following	O
information	O
for	O
past	O
and	O
present	O
users	O
was	O
compromised	O
:	O
name	O
,	O
email	O
address	O
,	O
username	O
,	O
date	O
of	O
birth	O
,	O
gender	O
,	O
IP	O
address	O
,	O
Neopets	B-Protocol
PIN	O
,	O
hashed	O
password	O
,	O
as	O
well	O
as	O
data	O
about	O
a	O
player	O
’s	O
pet	O
,	O
game	O
play	O
,	O
and	O
other	O
information	O
provided	O
to	O
Neopets	B-Protocol
.	O
</s>
<s>
Described	O
as	O
an	O
online	O
cross	O
of	O
Pokémon	B-Application
and	O
Tamagotchi	O
,	O
Neopets	B-Protocol
has	O
received	O
both	O
praise	O
and	O
criticism	O
.	O
</s>
<s>
Children	O
can	O
learn	O
HTML	B-Language
to	O
edit	O
their	O
own	O
pages	O
.	O
</s>
<s>
Most	O
of	O
the	O
users	O
are	O
female	O
,	O
higher	O
than	O
in	O
other	O
massively	B-Application
multiplayer	I-Application
online	I-Application
games	I-Application
(	O
MMOGs	B-Application
)	O
but	O
equivalent	O
to	O
social-networking-driven	O
communities	O
.	O
</s>
<s>
In	O
Australia	O
,	O
a	O
cross-promotion	O
with	O
McDonald	O
's	O
led	O
to	O
controversy	O
with	O
Neopets'''	O
luck/chance	O
games	O
in	O
October	O
2004	O
.	O
</s>
<s>
Australian	O
tabloid	O
television	O
show	O
Today	O
Tonight	O
featured	O
a	O
nine-year-old	O
boy	O
who	O
claimed	O
the	O
site	O
requires	O
one	O
to	O
gamble	O
in	O
order	O
to	O
earn	O
enough	O
Neopoints	B-Protocol
to	O
feed	O
one	O
's	O
Neopet	B-Protocol
or	O
else	O
it	O
would	O
be	O
sent	O
to	O
the	O
pound	O
.	O
</s>
<s>
While	O
gambling	O
is	O
not	O
required	O
,	O
nor	O
are	O
pets	O
sent	O
to	O
the	O
pound	O
if	O
unfed	O
,	O
the	O
website	O
includes	O
games	O
of	O
chance	O
based	O
on	O
real	O
games	O
such	O
as	O
blackjack	B-Application
and	O
lottery	O
scratchcards	O
.	O
</s>
<s>
After	O
this	O
incident	O
,	O
Neopets	B-Protocol
prohibited	O
users	O
under	O
the	O
age	O
of	O
13	O
from	O
playing	O
Neopets	B-Protocol
's	O
casino-style	O
games	O
.	O
</s>
<s>
In	O
the	O
2000s	O
,	O
Neopets	B-Protocol
was	O
consistently	O
noted	O
as	O
one	O
of	O
the	O
"	O
stickiest	O
"	O
sites	O
for	O
children	O
's	O
entertainment	O
.	O
</s>
<s>
A	O
press	O
release	O
from	O
Neopets	B-Protocol
in	O
2001	O
stated	O
that	O
Neopets.com	B-Protocol
led	O
in	O
site	O
"	O
stickiness	O
"	O
in	O
May	O
and	O
June	O
,	O
with	O
the	O
average	O
user	O
spending	O
117	O
minutes	O
a	O
week	O
.	O
</s>
<s>
Neopets	B-Protocol
also	O
led	O
in	O
the	O
average	O
number	O
of	O
hours	O
spent	O
per	O
user	O
per	O
month	O
in	O
December	O
2003	O
with	O
an	O
average	O
of	O
4	O
hours	O
and	O
47	O
minutes	O
.	O
</s>
<s>
A	O
2004	O
article	O
stated	O
that	O
Nielsen//NetRatings	O
reported	O
that	O
people	O
were	O
spending	O
around	O
three	O
hours	O
a	O
month	O
on	O
Neopets	B-Protocol
,	O
more	O
than	O
any	O
other	O
site	O
in	O
its	O
Nielsen	O
category	O
.	O
</s>
<s>
By	O
May	O
2005	O
,	O
a	O
Neopets-affiliated	O
video	O
game	O
producer	O
cited	O
about	O
35	O
million	O
unique	O
users	O
,	O
11	O
million	O
unique	O
IP	O
addresses	O
per	O
month	O
,	O
and	O
4	O
billion	O
web	O
page	O
views	O
per	O
month	O
.	O
</s>
<s>
Neopets	B-Protocol
was	O
consistently	O
ranked	O
among	O
the	O
top	O
ten	O
"	O
stickiest	O
"	O
sites	O
by	O
both	O
Nielsen//NetRatings	O
and	O
comScore	O
Media	O
Metrix	O
in	O
2005	O
and	O
2006	O
.	O
</s>
<s>
According	O
to	O
Nielsen//NetRatings	O
,	O
in	O
2007	O
,	O
Neopets	B-Protocol
lost	O
about	O
15%	O
of	O
its	O
audience	O
over	O
the	O
previous	O
year	O
.	O
</s>
<s>
In	O
January	O
2017	O
,	O
Neopets	B-Protocol
then-JumpStart	O
CEO	O
David	O
Lord	O
estimated	O
100,000	O
active	O
daily	O
users	O
.	O
</s>
<s>
In	O
January	O
2020	O
,	O
Neopets	B-Protocol
only	O
logged	O
3.4	O
million	O
views	O
per	O
month	O
,	O
a	O
significant	O
decline	O
from	O
its	O
peak	O
.	O
</s>
<s>
In	O
June	O
2020	O
,	O
JumpStart	B-Device
CEO	O
Jim	O
Czulewicz	O
estimated	O
Neopets	B-Protocol
had	O
100,000	O
daily	O
active	O
users	O
and	O
1.5	O
million	O
monthly	O
active	O
players	O
.	O
</s>
<s>
Immersive	O
advertising	O
is	O
a	O
trademarked	O
term	O
for	O
the	O
way	O
Neopets	B-Protocol
displayed	O
advertisements	O
to	O
generate	O
profit	O
after	O
Doug	O
Dohring	O
bought	O
the	O
site	O
.	O
</s>
<s>
Players	O
could	O
earn	O
Neopoints	B-Protocol
from	O
them	O
by	O
playing	O
advergames	B-Application
and	O
taking	O
part	O
in	O
online	O
marketing	O
surveys	O
.	O
</s>
<s>
Neopets	B-Protocol
executives	O
stated	O
that	O
paid	O
content	O
comprised	O
less	O
than	O
1%	O
of	O
the	O
site	O
's	O
total	O
content	O
.	O
</s>
<s>
The	O
popularity	O
of	O
Neopets	B-Protocol
spawned	O
real-world	O
merchandise	O
including	O
clothing	O
,	O
jewelry	O
,	O
stickers	O
,	O
books	O
,	O
cereals	O
,	O
video	O
games	O
and	O
more	O
,	O
sold	O
at	O
mainstream	O
outlets	O
and	O
online	O
retailers	O
.	O
</s>
<s>
Each	O
piece	O
of	O
merchandise	O
has	O
a	O
code	O
which	O
can	O
be	O
redeemed	O
at	O
the	O
site	O
for	O
an	O
in-game	B-Application
reward	O
.	O
</s>
<s>
Neopets	B-Protocol
,	I-Protocol
Inc	I-Protocol
.	I-Protocol
had	O
always	O
planned	O
to	O
"	O
bring	O
the	O
online	O
and	O
offline	O
worlds	O
together	O
in	O
ways	O
that	O
have	O
never	O
been	O
done	O
before	O
"	O
.	O
</s>
<s>
An	O
investment	O
banker	O
at	O
Allen	O
&	O
Company	O
in	O
New	O
York	O
said	O
that	O
Neopets	B-Protocol
was	O
the	O
only	O
online	O
media	O
he	O
had	O
seen	O
"	O
that	O
might	O
have	O
the	O
ability	O
to	O
capture	O
market	O
share	O
in	O
the	O
offline	O
world	O
"	O
.	O
</s>
<s>
Neopets	B-Protocol
,	I-Protocol
Inc	I-Protocol
.	I-Protocol
signed	O
various	O
licensing	O
deals	O
with	O
companies	O
such	O
as	O
Viacom	O
Consumer	O
Products	O
,	O
Thinkway	O
Toys	O
,	O
and	O
Jakks	O
Pacific	O
over	O
the	O
years	O
.	O
</s>
<s>
Wizards	O
of	O
the	O
Coast	O
released	O
the	O
Neopets	B-Protocol
Trading	O
Card	O
Game	O
in	O
September	O
2003	O
,	O
which	O
was	O
promoted	O
in	O
three	O
of	O
General	O
Mills	O
"	O
Big	O
G	B-Application
"	O
cereals	O
and	O
ten	O
Simon	O
Property	O
Group	O
malls	O
.	O
</s>
<s>
Neopets	B-Protocol
:	O
The	O
Official	O
Magazine	O
was	O
a	O
bi-monthly	O
magazine	O
released	O
the	O
same	O
month	O
but	O
it	O
was	O
replaced	O
in	O
2008	O
by	O
Beckett	O
Plushie	O
Pals	O
,	O
which	O
featured	O
Neopets	B-Protocol
news	O
as	O
well	O
as	O
other	O
companies	O
 '	O
products	O
such	O
as	O
Webkinz	B-Application
.	O
</s>
<s>
In	O
2005	O
,	O
Neopets	B-Protocol
expanded	O
to	O
film	O
and	O
video	O
game	O
deals	O
.	O
</s>
<s>
Two	O
video	O
games	O
were	O
released	O
by	O
Sony	O
Computer	O
Entertainment	O
,	O
Neopets	B-Application
:	I-Application
The	I-Application
Darkest	I-Application
Faerie	I-Application
for	O
the	O
PlayStation	B-Device
2	I-Device
in	O
2005	O
and	O
Neopets	B-Application
:	I-Application
Petpet	I-Application
Adventures	I-Application
:	I-Application
The	I-Application
Wand	I-Application
of	I-Application
Wishing	I-Application
for	O
the	O
PlayStation	B-Operating_System
Portable	I-Operating_System
in	O
2006	O
.	O
</s>
<s>
2006	O
also	O
saw	O
the	O
release	O
of	O
Neopets	B-Protocol
mobile	B-Application
,	O
which	O
allowed	O
users	O
to	O
visit	O
the	O
new	O
land	O
of	O
Lutari	O
Island	O
,	O
but	O
it	O
was	O
discontinued	O
on	O
30	O
June	O
2009	O
,	O
leaving	O
the	O
island	O
completely	O
inaccessible	O
.	O
</s>
<s>
In	O
2007	O
,	O
MumboJumbo	O
developed	O
a	O
match-3	O
game	O
Neopets	B-Protocol
:	O
Codestone	B-Protocol
Quest	O
.	O
</s>
<s>
Neopets	B-Protocol
would	O
n't	O
attempt	O
another	O
mobile	B-Application
game	I-Application
until	O
2015	O
,	O
when	O
they	O
released	O
a	O
match-3	O
game	O
called	O
Ghoul	O
Catchers	O
for	O
Android	O
and	O
iOS	O
.	O
</s>
<s>
However	O
,	O
they	O
still	O
released	O
other	O
games	O
during	O
those	O
years	O
,	O
including	O
Treasure	O
Keepers	O
for	O
Facebook	B-Application
and	O
Puzzle	B-Application
Adventure	I-Application
for	O
Nintendo	B-Device
DS	I-Device
,	O
Wii	B-Operating_System
,	O
and	O
PC	O
.	O
</s>
<s>
In	O
early	O
2019	O
,	O
Jumpstart	B-Device
announced	O
that	O
they	O
were	O
making	O
a	O
full	O
mobile-friendly	O
Neopets	B-Protocol
app	O
,	O
and	O
it	O
was	O
scheduled	O
to	O
launch	O
late	O
in	O
the	O
summer	O
of	O
2019	O
.	O
</s>
<s>
On	O
10	O
February	O
2020	O
,	O
Blue	O
Ant	O
Media	O
's	O
Beach	O
House	O
Pictures	O
announced	O
that	O
a	O
Neopets''	O
animated	O
television	O
series	O
is	O
in	O
development	O
and	O
was	O
set	O
to	O
air	O
in	O
2021	O
,	O
though	O
there	O
have	O
been	O
no	O
recent	O
updates	O
.	O
</s>
<s>
Neopets	B-Protocol
plans	O
to	O
expand	O
to	O
the	O
Nintendo	B-Application
Switch	I-Application
.	O
</s>
