The article discusses how the horse racing industry is striving to attract new, younger fans to secure its future, highlighting the unexpected success of the anime-based mobile game Umamusume: Pretty Derby. This game reimagines famous Japanese racehorses as anime girls, blending real racing history with engaging storytelling and gameplay. Despite initial skepticism from traditional racing fans, the game has generated massive global interest, with millions of social media views and even charitable fundraising for real stables. It has introduced a new audience to the sport’s rich history and personalities, showcasing both the triumphs and struggles of racehorses, and fostering a positive image of racing.

The article suggests that Australia could learn from this model by developing a similarly engaging racing video game that connects with real-world horses and racing culture, potentially using a card-collecting format featuring famous local champions. Such innovation could help attract Generation Z fans and revitalize interest in the sport. Ultimately, the success of Umamusume demonstrates that embracing unconventional approaches may be essential for horse racing’s long-term survival, even if traditional fans find these methods unusual or off-putting.