Neopian economics of play: children's cyberpets and online communities as immersive advertising in

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This article examines NeoPets, an online community for children where members create or adopt a virtual pet. The NeoPets Corporation is examined, with attention paid to their practice of ‘immersive advertising’ amidst concerns over the increasing commercialization and branding of children's web-based content and culture. Ethical issues explored include privacy and intellectual property.

Keywords: children and Internet; children's media commercialization; children's media culture; immersive advertising; marketing towards children; online games

Document Type: Research Article


Affiliations: 1: Simon Fraser University. 2: Concordia University.

Publication date: September 1, 2005

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  • The International Journal of Media and Cultural Politics is committed to analyzing the politics of communication(s) and cultural processes. It addresses cultural politics in their local, international and global dimensions, recognizing equally the importance of issues defined by their specific cultural geography and those that traverse cultures and nations.
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