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Umamusume's Success Boosts Horse Racing, Cultural Appeal

1/3/2026

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Summary

Story summary

Cygames' mobile game Umamusume, launched in 2021, has over 30 million downloads in Asia and won the 2025 Game Awards for Best Mobile Game.
The success has drawn a younger audience to horse racing, and Cygames is sponsoring events like the Kentucky Derby.
Fan crowdfunding supports real-life stables, raising over 62 million yen for a new Hokkaido stable.
The collaboration highlights the growing global appeal of Japanese culture.

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Story summary

Cygames' mobile game Umamusume, launched in 2021, has over 30 million downloads in Asia and won the 2025 Game Awards for Best Mobile Game.
The success has drawn a younger audience to horse racing, and Cygames is sponsoring events like the Kentucky Derby.
Fan crowdfunding supports real-life stables, raising over 62 million yen for a new Hokkaido stable.
The collaboration highlights the growing global appeal of Japanese culture.