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Interview with Neopets CEO Dominic Law + SDCC 2026 Recap

Posted by Kenny on July 29, 2026, 5:42 pm NST

This past weekend, Jellyneo was in attendance at San Diego Comic-Con 2026, where Neopets and several of its merch partners hosted booths in the exhibition hall.

We were lucky enough to have the opportunity for an interview with Neopets CEO Dominic Law a.k.a. TNT Dom! We discussed his priorities and focus, reflected on the year since our last interview, and the proliferation of Neopets partnerships. Dom shared his thoughts on brand strategies, team communication, and what's next for Neopets!

Read the Interview »

You can also check out our full recap of SDCC 2026! Read all about the Neopets booth, exclusive and new merch, a community meetup, a TNT signing event, and more in our recap:

Jellyneo's San Diego Comic-Con 2026 Recap »

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There are 32 comments below. Add yours!

lol I see me in the meetup photo! Was so nice to chat with everyone, hope everyone had a fun con!

by genericname29 on July 29, 2026 5:48 PM NST

Still no whisper on neohomes, despite a tease line ages ago that they might have some traction in 2026.

It's still wild the Dacardia app doesn't let us decorate inside their little homes. They are sitting on $ with that one.

by pancake on July 29, 2026 6:30 PM NST

Zafara pins.....

Very promising stuff, very nice

by solarboyaaron on July 29, 2026 6:38 PM NST

It might be a loss leader, but having a booth right next to Nintendo AND Pokémon is absolutely GENIUS marketing. Also the Fortnite collab clearly was genius too because half the comments on the official instagram Fortnite channel were "WAIT NEOPETS STILL EXISTS?!" which shows that they're doing the right thing getting this to eyes of new and old players.

When I see so much outrage over Neopets and all the "terrible decisions" they're making, I truly wonder if they understand what it's like to work on a nearly 30 year old website that has been neglected for 20 years lmao

by rowenstarchild on July 29, 2026 7:24 PM NST

The easiest thing with Habitarium is to just cap how much you can earn per day once you get to level 50. Honestly, I wish TNT would do what GC is doing and put a cap on NP earning each day from games instead of a max number of plays per game.. that way I can play as much of the games I actually like for earning vs playing games I don't like.

by galux on July 29, 2026 7:32 PM NST

Oh wow, they've finally broken even! That Neopets is finally in the black is actually super dope.

by plaguemd on July 29, 2026 7:43 PM NST

I wound up seeing a youtube comment the other day about online spaces like Fortnite and Roblox, and someone said they wished Neopets was still around, cause they'd love a Neopets online space.

It was a huge surprise to them to find out the site was still up and running.

by dr_tomoe on July 29, 2026 8:04 PM NST

i'm probably in the minority but i DO see the changes as largely positive and i like most of them. since i logged back in 30 months ago i think the site has only gotten better. so excited to see what comes be next.

by freezepop on July 29, 2026 8:30 PM NST

I don't care if it's a mobile app, part of the classic site, or doesn't make even a single Neopoint ever, bring back my little bugs!! Oh, it's so good to hear there is any movement on the Habitarium front.

by timbergray on July 29, 2026 9:26 PM NST

Wasn't there a cap of 75k a day or something like that for habi?

Also I agree with the comment that they should make a total cap, rather than a number of plays. Flight Rising does that and their economy is pretty solid.

As for the interview:

"We've said no because it's heavily driven by AI content, and a lot of the content sometimes is kind of sloppy."
This feels icky. Like he'd be more than happy to go an AI route if it wasn't 'sloppy'. :/

I'm disappointed in the merch pictured too - a lot of it isn't the neopets art style, which is what I want if I'm buying NEOPETS merch. Disappointed in the pins especially, usually I splurge and get one or two but there's not a single exclusive I want this time around. (ah well, saves money)

by goldennightfox on July 29, 2026 9:54 PM NST

Thank you for the interview. While I understand the importance of partnership, collaboration and merchandise, I feel that the gameplay on the classic site has not been sufficiently focused. Instead, the major focus on the site is bug fix and page conversion. There aren't frequent new activities and events to keep players engaged. The solitaire and Kiko match events are the steps in the right direction, but they are sparse. For most days, I just log in for 5 minutes for dailies. TNT can do all the activations to attract the lapsed players but will the current site be sufficient to keep them around for long?

by stormmonarch on July 29, 2026 11:21 PM NST

Interesting interview. A bit heavy on the partnerships/collabs element.

Good to see the team are putting some effort into improving internal communication. I really hope they are able to make progress with that and that we'll see less of the confusing and sometimes, frankly, contradictory messaging from TNT.

Dom seems very invested and excited about the 'real life' merch opportunities, like the conventions and the pop-up store in New York. However I don't think most players are going to reap benefits from that. The majority of us don't have access to New York, so what's the big deal? I don't get why there's a special marketing 'hub' for it in Neopia Central when It's supposedly only going to exist for 3 days.

by recklesse on July 30, 2026 3:22 AM NST

"put a cap on NP earning each day from games instead of a max number of plays per game"

that is actually genius, please let this happen

by smaragdeidechse on July 30, 2026 3:34 AM NST

I'm really happy to hear Neopets is finally breaking even. That is big, big progress towards making the site sustainable. Also good to hear they are managing to clean up the database and moving their systems to a more modern technology. Bringing habi back will make lots of people happy, as will KQ.
I don't know much about business but their strategies seem fairly sound for both partnerships and how to rebuild the site. First get what you have working before you build new. I bet they learned some hard lessons with the plot there.

The mention of Geekify reminded me, back in March TNT promised all backers would get their avatar at some point, has there been any news on that?

by woodstocki on July 30, 2026 4:47 AM NST

I'm super excited they're looking into Key Quest and Habitarium; Those were such a big part of my Neopets experience when I was young. I wonder if they'll ever consider a possible revamp of Petpet Park as well.

by superhero_moniker on July 30, 2026 5:00 AM NST

Have they completely given up on their Playsaurus partnership?

by benladesh on July 30, 2026 5:32 AM NST

Btw guys, the polls webpage has new polls :O

by maninshi on July 30, 2026 7:56 AM NST

Thanks for the interview and if I may say, good job asking some (hard) questions. Planning for this trip to SDCC, conducting the interview, competing in the AC JN staff tourney, and other stuff on top. Kenny might be a real MVP in my book.

Hoping sooner rather than later we see another "console" game that's similar to the Darkest Faerie. Animations and 3d models in the mobile games and recent Fortnite collab indicate that they can make something pretty cool. Would also make a good tie-in with a future plot (if they pick up from TVW's ending). But I guess that would also depend on how well the Games Collection sold and what not.

by peri on July 30, 2026 8:42 AM NST

Hopefully the returning players don't get turned away from all the adverts. I know they're there to generate some revenue and to persuade players to get premium but some of the adverts do inhibit some of the functionality of a few pages (withdrawing items from sdb, lair beast daily, sending items from inventory, etc).

by peri on July 30, 2026 9:36 AM NST

KeyQuest and Habitarium omg! Yay

by horses_46569 on July 30, 2026 11:44 AM NST

Jealous of everything but the lineups.

It's cool that Dom was there and I'm looking forward to the interview. Cool to see some of the artists as well.

Luna always has so much enthusiasm, she seems like a really fun person!

by neolodgeism on July 30, 2026 11:52 AM NST

https://www.jellyneo.net/images/articles/comic_con_2026-signing-print.jpg

Did someone draw a mustache on Marina, the water faerie of the Healing Spring?

by maninshi on July 30, 2026 1:11 PM NST

congrats on Dom and the team for breaking even !!!! that's an awesome accomplishment and makes me feel way more confident about the future of this beloved site <3

by jawbutch on July 30, 2026 1:44 PM NST

Great interview!

by amberplatypus on July 30, 2026 2:49 PM NST

They said We want to bring joy to the community or to the lapsed users.
but they refuse to give my account back despite they've said I could get it back after 2 years.

by blue82182001 on July 30, 2026 11:40 PM NST

Excellent interview and great information. I appreciate that TNT Dom sounds like he is sincerely trying to do his best to keep Neopets the game we love and remember, while also needing to update and make profitable. It's a tricky balance I am sure, so I appreciate that there is thoughtfulness about it.

by denalio on July 31, 2026 2:46 AM NST

Read a lot about lapse players but not a lot about how they are listening to the current player base/how they are addressing them, you know the ones paying the bills.

by rayen on July 31, 2026 4:07 AM NST

All the Garin stuff makes me hopeful they will have a Makeshift plush of him.

by alkseeyakc on July 31, 2026 10:14 AM NST

Controversial take but I like Dom? Idk man I think TNT is making some wacky decisions (esp regarding NC mall stuff) but like, as a CEO, Dom seems like he actually knows how to run a business in 2026. And now that he's been around for 3 years he understands the brand and the expectations that come with it.

Bring on the merch, really. I know some people in the community are tired of merch but here's the thing: when you go to a concert, you buy a t shirt? Why? Not bc you like the t shirt but bc ticket sales don't always equate to profit. You but the t shirt bc thats the sale that's putting gas into the bus's tank. You buy the t shirt bc your band isn't going to keep touring if they can't put gas in the tank.

by whales_rock_37 on July 31, 2026 11:41 AM NST

I hope dont break any rule: https://habitarium.giosifus-dev.com/

by giosifus on August 2, 2026 2:26 PM NST

I hope dont break any rule: https://habitarium.giosifus-dev.com/

by giosifus on August 2, 2026 2:59 PM NST

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Jellyneo was lucky to have the opportunity to interview Neopets CEO Dominic Law a.k.a. TNT Dom at SDCC 2026. We discussed his priorities and focus, reflections on the past year, and the proliferation of Neopets partnerships. Dom shared his thoughts on brand strategies, team communication, and what's next for Neopets:

JN's Interview with TNT Dom »

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Interview with Neopets CEO Dominic Law + SDCC 2026 Recap

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