ISSN: 17408296
First published in 2005
3 issues per volume
Volume 1 Issue 2
Cover Date: September 2005
Neopian economics of play: children's cyberpets and online communities as immersive advertising in
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Authors:  Leslie Regan Shade And  Sara M. Grimes 
DOI: 10.1386/macp.1.2.181/1

children and Internet, children's media commercialization, children's media culture, immersive advertising, marketing towards children, online games

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.
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