The gaming industry is no longer just about digital engagement – it's about tangible connections, emotional value and community-driven growth. Neopets has emerged as a case study in how legacy brands can be reimagined for a new generation of global fans. In this session, Neopets CEO Dominic Law will share three key trends reshaping the business of gaming – how the platform’s revival has been driven not only by storytelling and design, but by business strategy rooted in consumer behavior, emotional connection, and cross-medium engagement. Firstly, he will focus on the booming merch phenomenon as a revenue and brand-building tool, focusing on the rise of plushies as a cultural and commercial force. Neopets’ surprise success with its PhatMojo collaboration and XL plushies reveals how deeply brand association and physical touchpoints matter today. It also demonstrates how gaming IPs can tap into the $12 billion global plush market by harnessing nostalgia, scarcity, and cute economics. What started as a playful experiment evolved into a key part of the company’s growth strategy, with upcoming waves of merchandise now driving demand, fan creativity, and even offline community engagement. The session will then look at how gaming can offer new tools for positive screentime and emotional wellbeing. Studies increasingly show that virtual pets and companion games, like Neopets, offer stress relief and a sense of comfort, particularly for millennials and Gen Z seeking low-pressure engagement. This opens new conversations about designing games that players feel good about – balancing monetization with positive play experiences that foster long-term retention rather than burnout. Finally, the session dives into the role of community in shaping the future of games, where player-led ecosystems often outperform traditional marketing. Neopets’ decades-long fandom demonstrates how organic community growth can sustain an IP better than top-down advertising. By embracing user-generated content, collaborative storytelling, and direct fan dialogue, gaming brands can transform players into key stakeholders, ensuring relevance in a modern era where trust in corporations is low but loyalty to shared experiences remains high.