Umamusume: Pretty Derby generates millions outside Japan

In July 2025, the mobile game Umamusume: Pretty Derby, which features anime girls inspired by real-life racehorses, has begun making waves in the U.S. market following its global launch. The game has generated substantial revenue, earning an estimated $6.6 million outside Japan, with $4.3 million coming from the United States in just 18 days. The unique premise of the game reimagines racehorses as female characters with horse features, contributing to its appeal in both Japan and now internationally. This innovative game blends elements of sports simulation with a gacha system, a popular monetization method within the gaming industry, primarily seen in Asian markets. The game's protagonist, Haru Urara, stands out as a symbol of resilience as she was based on a real-life racehorse that never won a single race but gained popularity for her tenacity during Japan's economic downturn. This character has resonated with players, helping foster a deep emotional connection to the game. The popularity of horse racing in Japan, which generates about $23 billion in 2023, has further influenced the game's reception, leading a surge in interest amongst gamers and racing fans alike. The game debuted in Japan in 2021 and has captured the essence of the country's horse racing culture. Its success has extended beyond gaming, fostering real-world engagement where fans visit stables to support their in-game counterparts. With over 80,000 spectators attending major events like the Japan Cup, the significance of horse racing in Japanese society cannot be overstated. As Umamusume continues to grow, the unusual concept, even by anime standards, has proven to be a winning formula, indicating that odd ideas can gain traction in the competitive gaming world. The financial success of Umamusume: Pretty Derby hints at a possible future for similarly themed games, demonstrating there is a market for unique, culturally influenced gaming experiences that blend fantasy with real-life narratives. The developments of recent months suggest that the U.S. mobile gaming landscape could be changing, with more space for diverse themes and gameplay mechanics that leverage familiar cultural touchstones to attract global audiences.