Welcome to Neopets Metaverse If you’re part of the Y2K generation, you probably recall spending hours on Neopets, the virtual pet website where you could own and purchase virtual pets. You could customize pets, battle, play games and earn Neopoints, and go on Faerie Quests. As a Web2 native organization launching a metaverse experience, Neopets […]
Welcome to Neopets Metaverse
If you’re part of the Y2K generation, you probably recall spending hours on Neopets, the virtual pet website where you could own and purchase virtual pets. You could customize pets, battle, play games and earn Neopoints, and go on Faerie Quests.
As a Web2 native organization launching a metaverse experience, Neopets wanted to bring their existing fans into Web3 and also wanted to capture some Web3 audience attention ahead of the launch of their Metaverse project.
Neopets Metaverse is a community-driven, Web3 game built for generations of Neopets players past, present, and future. It’s a free-to-play game: casual, fun, and simple to navigate whether you’re a crypto native or not. It is also designed to create economic opportunities for those who want to play-and-earn.
Why we started to work together
With this being their first Web3 project, they wanted to increase the engagement and reach of their crypto Twitter account, @NeopetsMeta. As the most important communication channel for Web3 projects, due to the leaders and pioneers making use of the platform, Twitter is the first place people turn to in order to find out the latest Web3 developments and announcements.
Twitter engagement is crucial to measure as it helps you to gauge the health of your overall community management. You could boast hundreds of followers, yet if only a tiny part of them engage with your account, your approach may need to be examined.
However, manually tracking Twitter engagement can be close to impossible. There are so many factors to consider around how to go about doing this, and it can be time-consuming and draining for your team. Native Twitter analytics will not help much, either.
The solution
Neopets was aware of this but wanted to make sure they were giving their Metaverse project the best chance possible of success through launching to an active and engaged Web3 community.
As Neopets looked around at solutions, they saw other examples of work done by Glow Labs and saw that it provided exactly the solution they were looking for: allowing them to measure social engagement, run awareness campaigns, and increase platform engagement by rewarding those participating.
Neopets found the Glow Labs portal very intuitive, simple to use, and easy to set up. They connected Glow Labs to their Twitter account and app and found they could get going straight away.
They also found Glow Labs support excellent – being highly responsive on Telegram and able to quickly handle and resolve any technical issues that arose.
Neopets ran a one-month campaign and increased their engagement by 138% over 2 weeks, reaching their goal of raising awareness and deepening the connection between their users and their ecosystem.
The takeaway
What they learned from the process is that being a Web2 native brand coming into Web3, there was an education gap among their users. For those who were crypto native, they found the process verty intuitive – for non crypto native, they did not have the experience to get the most out of the campaign.
What we learned here at Glow Labs and incorporated into our advisory services is that we provide the platform – but it’s up to clients to steward the transition. The following takeaways can help:
Ultimately – as the world moves towards Web3, it’s up to pioneers in the space to steward that transition, through user education, hand holding through content, and explaining the value of the shift.