Editing Neopets (section)

=== Viacom (2005–2014) ===
[[Viacom (2005–2019)|Viacom]], the American conglomerate that owns [[Nickelodeon]], purchased Neopets, Inc. on 20 June 2005 for $160 million and announced plans to focus more on the use of [[banner ad]]s over the site's existing immersive advertising.<ref name="Viacom" /><ref name="Myerhoff" /> Founders Powell and Williams left Neopets, Inc. shortly after the purchase due to creative differences.<ref name="Bellman" /> The following year, a gaming event called The Altador Cup was released to improve interactivity between users and to coincide with the [[2006 FIFA World Cup]]; it had 10.4 million participants in its first year.<ref name="Minishow" /><ref name="Altador Cup" /> 2006 also saw the release of ''Neopets Mobile'', a [[T-Mobile US|T-Mobile]] exclusive premium service which allowed users to visit the new land of Lutari Island. The service was discontinued on 30 June 2009, leaving the island completely inaccessible.<ref>{{cite web |title=Neopets Mobile - Jellyneo.net |url=http://www.jellyneo.net/?go=mobile |url-status=live |archive-url=https://web.archive.org/web/20180716111956/http://www.jellyneo.net/?go=mobile |archive-date=16 July 2018 |access-date=16 July 2018 |website=www.jellyneo.net}}</ref> ''Neopets'' was consistently ranked among the top ten "stickiest" sites by both Nielsen//NetRatings and [[comScore|comScore Media Metrix]] in 2005 and 2006.<ref name="dmwmedia" /><ref name="Gaudiosi" />

The game website was redesigned on 27 April 2007 and included changes to the user interface and the ability to customise Neopets.<ref name="nf070423" /> In June, Viacom promoted ''Neopets'' through [[interstitial program|minishows]] on its Nickelodeon channel. Promotions included the second Altador Cup and led to an increase in traffic through the site.<ref name="González" /> However, according to Nielsen//NetRatings, in 2007, ''Neopets'' lost about 15% of its audience over the previous year.<ref name="mediaweek" /> On 17 July, the NC Mall was launched in a partnership with Korean gaming company [[Nexon Corporation]]. It allows users to use real money to purchase Neocash to buy exclusive virtual items.<ref name="Nexon" /> In February 2008, comScore ranked it as the stickiest kids entertainment site with the average user spending 2 hours and 45&nbsp;minutes per month.<ref name="prnewswire" /> On 17 June 2008, Viacom formed the [[Nickelodeon Kids & Family Virtual Worlds Group]] to "encompass all paid and subscription gaming initiatives across all relevant platforms", including ''Neopets''.<ref name="Nick Kids" /> By June 2011, ''Neopets'' announced that the website had logged 1 trillion page views since its creation.<ref name="nf110613" />