Dominic Law: Reviving Neopets, Nostalgia Economics & How Community Keeps Games Alive – E637

Dominic Law, CEO of Neopets and Jeremy Au dive into how a beloved millennial-era game evolved from early internet nostalgia into a modern revival story. They discuss the courage it took to spin Neopets out of its parent company, rebuild trust with long-time fans, and adapt a 25-year-old IP for new generations. Their conversation explores the challenges of updating old technology, the role of community-led development, and how emotional attachment can sustain a brand through decades of change. Dominic also reflects on leadership lessons from managing a turnaround, the balance between nostalgia and innovation, and why staying transparent keeps fans loyal for the long run.

00:45 Rediscovering Neopets sparked a new mission: Dominic found the brand’s hidden potential while restructuring NetDragon’s overseas business and proposed a management buyout to revive it.

03:30 Nostalgia and fandom kept the brand alive: A small but passionate community sustained Neopets through decades of inactivity, proving the power of emotional connection.

06:00 Missing the mobile era hurt growth: Neopets stayed static during key shifts to mobile and social gaming, losing younger audiences and momentum.

10:20 Collecting and trading define Neopets’ core: Digital ownership, customization, and item trading remain the game’s central appeal across generations.

13:45 Turning nostalgia into a family experience: Neopets now aims to become a shared parent–child game, offering safe, creative play and educational value.

26:00 Leadership shaped by transparency: Dominic learned that honesty, realistic timelines, and community dialogue rebuild trust better than overpromising.

38:20 Bravery defined the spinout: Taking the leap to lead Neopets independently was a high-risk, high-conviction move guided by belief in its legacy.

Watch, listen or read the full insight at https://www.bravesea.com/blog/dominic-law-rebuilding-neopets

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