Neopoints are earned through
playing games or won through a diverse array of contests and
activities on the site. In addition, there are discussion boards,
plots, and various sets of items and other things to collect.
Its style contains quirks like an
abundance of popular culture references. Beyond the website, there
is a diversity of merchandise, such as a video game, Neopets: The
Darkest Faerie, Neopets: Petpet Adventures: The Wand of Wishing and
a trading card game. The site has sparked many controversies such as
those surrounding the existence of gambling-themed games, the
extensive use of immersive advertising, and the Scientology beliefs
of the CEO, Doug Dohring.
There are many activities
Neopets players can do to advance towards their goals.
They can train their pets to become fighters, and
participate in the wars that occur (usually when new worlds
are "discovered"), or fight against the regular battledome
NPCs and other players' pets. Players can also become
merchants or collectors of rare and expensive items. Players
can submit their artwork or writing, and be rewarded for
their creativity and skill.