American racetracks have for decades dealt with the challenge of how to attract new fans. They have been extremely creative developing VIP experiences, boutique meets, and specialized fan days and events involving concerts, fashion, and themed experiences.

There is now a cultural phenomenon in Japan involving gaming, live music concerts, manga, and anime that is bringing thousands of new young fans into the sport.

Umamsume: Pretty Derby gameplay is engaging and fun. (Courtesy of Umamsume: Pretty Derby)

“Umamusume: Pretty Derby” is a multifaceted computer game developed in 2018 by Cygames, which is owned by CyberAgent, and launched in 2021. It is Cygames best seller with 21 million downloads reported in June 2024. CyberAgent’s founder is Susumu Fujita, who is the owner of star Japanese racehorse Forever Young, who won the Boutique Group Saudi Derby and the UAE Derby Sponsored by Atlantis The Royal in 2024 and the Saudi Cup and Longines Breeders’ Cup Classic in 2025. An official English version of the game was released in June 2025.   

“Uma” translates to horse and “Musume” translates to daughter or girl. The characters are depicted as teenage “horse girls” with anthropomorphic horse attributes such as ears and tails that match their hair color. They are modeled after notable Thoroughbreds and are given personality traits and backgrounds. Using race sequences, the Uma’s appeal to players because they display perseverance, speed, stamina, and camaraderie.    

The focus of the game is a player (or “trainer”) who acquires and bonds with a character as they train them to win races. The races are based on historical races and most of the characters are based on actual racehorses such as Special Week, Silence Suzuka, Oguri Cap, Super Creek, and the beloved Haru Urara. There are 114 playable Umamusume characters in the game (as of May 2025). A Reddit fan discussion from October 2025 states: “Of the 38 horses who have been inducted into the JRA Hall of Fame, 15 of those horses have been immortalized in Umamusume as playable or soon-to-be playable.”

Reviewers have complimented the game for its outstanding writing and animation. It has high-quality visuals and detailed characters that celebrate with a stage show after racing where they sing and dance.    

The game uses a calendar system, which requires the trainer to plan and strategize. Their trainees have five attributes — stamina, power, speed, guts, and wit — which they use to grow or win races. There may be random events that affect the young trainees as they mature. The trainees attend “Tracen Academy” in Tokyo and train to compete in the Twinkle Series of professional races organized by the “Umamusume Racing Association.”   

Season One protagonist Special Week (Courtesy of Umamsume: Pretty Derby)

It has created a multimedia movement that involves three seasons, live concerts, extensive merchandising, anime, and collaboration events at racetracks that attract thousands of fans. The first season focuses on Special Week, who is the main character of “Starting Gate!”, the main anime's first season.  She comes from a humble country girl background and dreams of becoming Japan’s number one Umamusume. She is described as bright and cheery, hardworking, sensitive, and encouraging. She is drawn with a short brown and purple bob, and her race outfit is pink, purple, and white. 

The anime’s second season features Tokai Teio. She is described as bright, bubbly, and lively with dreams of competing in the Japanese Triple Crown. She is depicted as small in size with long, amber brown hair worn in a ponytail with a streak of white in her bangs. She has a particular “upbeat march” (a unique trotting gait she uses in the paddock) which fans call the “Teio Step.”  She navigates her goals and dreams while paying homage to her lineage.

The third season features Kitasan Black, who is depicted with red eyes and black hair with a white streak.  She wears a short, black kimono with accents of red and gold as her racewear. Her signature racing attire is said to be inspired by the real Kitasan Black’s owner.     

One of the most popular characters is Haru Urara, who was a Japanese Thoroughbred who raced from 1998-2004 with a record of no wins and 113 losses. She attained national popularity as a symbol of equine perseverance and tenacity. She was known as, “The shining star of losers everywhere.”  Her name meant Glorious or Gentle Spring.  She was retired to the Matha Farm and died in September 2025. 

She is depicted in Umamusume as a cheerful rose-pink haired girl. Fans flocked to Matha Farm to visit the real Haru Urara. In July 2025, a post on the social media platform X went viral notifying fans that they could donate ryegrass to the farm. The response was so large that the Japanese website briefly crashed. It’s reported that fans donated more than 2,500 kilograms of ryegrass.    

Northern Lake Farm in Hokkaido, Japan cares for retired Japanese racehorses and is the home of Meisho Doto.  In the game, Meisho Doto is depicted as a character with low self-esteem and droopy ears. She is admired for her determination to improve. In 2025, The Northern Lake Farm’s fundraising campaign was bolstered significantly by “Umamusume: Pretty Derby” fans, who raised donations (reportedly between $600,000 to $800,000) to improve their facilities and provide better care for the aging Thoroughbreds.

This gaming phenomenon has captured the imagination and interest of fans, and as a result, it has brought many of them to the racetrack to view real racehorses. The release of the English version of the game could result in a global influence. In December 2025, Cygames announced that “Umamusume: Pretty Derby” was awarded “Best Mobile Game” at The Game Awards 2025, which is an Academy Award-styled show for gaming.   

Umamsume character Happy Meek (Courtesy of Umamsume: Pretty Derby)

Farm visits have become so popular that Cygames issued guidelines for fans visiting stables that include the “Dos and Don’ts” of visiting real horses in Japan. Fans have also published photos of their visits to the graves of their favorite horses that have passed away. Fans are also getting involved in live horse racing and horse ownership. A real racehorse named after an “Umamusume: Pretty Derby” character, Happy Meek, won a race on Jan. 1 at Nagoya Racecourse.    

In 2025, Breeders’ Cup Ltd. announced the renewal of their partnership with Cygames Inc. They joined the Breeders’ Cup in 2024 marking the international launch of “Umamusume: Pretty Derby.” Cygames also is the first Japanese game developer to partner with Churchill Downs, which featured a hands-on demo booth in the infield in 2025.

What will be the impact on horse racing from this game? The influence is already significantly felt in Japan. While there is a cultural difference between Japan and the United States, it is possible that there will be a new following of young fans from the English release of “Umamusume: Pretty Derby.” Young fans could be cultivated and welcomed into the world of real horse racing. They may become lifetime fans. 

New fans were introduced to horse racing thanks to the popularity of superstars like Zenyatta, Rachel Alexandra, Barbaro, Shackleford, and California Chrome. Many of those fans became part of horse racing syndicates and even started working within the industry. Being a passionate fan could certainly be an entry point into the world of horse racing. In many ways, “Umamsume: Pretty Derby” has already left the starting gate!