We don’t announce every time we add a new magazine to our library. But this week, we’ve added the complete run of Neopets The Official Magazine to our digital archive.
This might sound like an extremely specific, silly thing to make an announcement about, but we didn’t scan 2000+ pages of this magazine without a good reason.
During its four-year run, Neopets Magazine covered the latest news and strategies for the influential 2000s-era web game. It also had a lot of articles about Neopets merchandise and trading cards. In fact, it’s mostly ads for Neopets products. Or long articles about Neopets lore. At best, it is mostly an off-topic magazine.
So why did we focus on this magazine of our archive? Simple: it’s about the game’s audience.
Neopets was, arguably, the defining girl game of the 2000s. An entire microgeneration of girls got their start in the world of digital entertainment by raising virtual pets and playing Flash games to get Neopoints.
As VGHF’s library director, I acknowledge that this audience is not yet well-served by the material in our digital archive. Plenty has been written about the boy-centric marketing and messaging of the video game industry, and game magazines are a reflection of that culture. A magazine like Electronic Gaming Monthly is an important historical resource, and it is also—no judgment!—a magazine that had multiple supplements about football games.
That’s only one part of gaming culture. Outside of Girl Gamer (and a weird promotional magazine by Ubisoft), I don’t know that the Neopets audience has a place to see themselves represented in the history we’re capturing.

So when we received a set of Neopets Magazine back in 2023, we were ecstatic. I’ve wanted to add this magazine to our digital collections for years. But at first, we didn’t have scans we could use.
Game magazine collectors have mostly ignored Neopets Magazine, to such a degree that community groups don’t even have it cataloged. We did find a Neopets fansite that hosts a collection of scans; however, they declined to let us use these for our digital archive. Jellyneo appears to have a close relationship with the Neopets company, so they may have agreements in place preventing them from resharing their site’s content. We want to build on community resources whenever possible, but we don’t want to do that without permission.
Still, we really, really wanted this magazine to be part of our digital library. So we decided to rescan the whole thing, and at higher quality. With help from the community, we were able to source a second set of Neopets Magazine to debind and digitize.
It was, in my professional opinion, totally worth it.
On the one hand, yes, Neopets Magazine is a good record of what was happening in Neopets. It’s unusual to have a print source that covered web games or evolving live games. That alone is interesting!
But Neopets The Official Magazine is also a great resource for seeing how games were being presented to girls in the mid-2000s. At a time when publishers were trying to launch edgy magazines like Incite Video Gaming that overlapped with pro wrestling and extreme sports, here’s a magazine with monthly 10-page section on fanart. Occasionally, there are ads for games, but they’re often for casual games like the EyeToy, or web games like MapleStory.

Notably, many of the magazine’s articles are about creativity and customization. There’s shades in here of the gameplay styles that have become more popular in the last decade with the rise of cozy games and farming sims.
My favorite quirk of Neopets Magazine is in the audience survey that came with some issues. In one survey question, they asked whether readers bought this magazine at a clothing store! That would have reached a completely different audience than we usually associate with game magazines. Can you imagine PC Gamer being sold at a Charlotte Russe?
The point is that Neopets The Official Magazine represents a different slice of gaming culture, one that we know matters to researchers and to our extended community. But magazines like this are poorly documented! When you do see them, they’re usually not part of a “serious” game history.
For that reason, we’re excited to make this part of our digital archive, alongside Hardcore Gamer and other magazines that do not give you advice about the best food bowl for your Petpets.
I may have learned too much about Neopets while scanning this.
The post Why we scanned every issue of Neopets The Official Magazine appeared first on Video Game History Foundation.




