Four years after landing on the Japanese market, Cygames officially launched the global launch on 26 June 2025, creating more than half of the global total mobile income in the market outside Japan.
According to AppMagic’s estimate of Google Play and App Store player expenditures, in the following two months, the game earned an additional $35.4 million in local Japanese markets, while overseas markets spent $46.8 million — meaning that they accounted for up to 57 per cent of their global mobile income.
The United States market has become the largest overseas contributor, spending $31 million in two months, making the United States the second largest collection market in the world for The Horse. During this period, United States players spent 87 per cent on the indigenous Japanese market. Canada was followed by the third largest global expenditure market. The success of ” The Horses ” has benefited from its high rankings in Google Play and App Store, particularly in the top 10 on the iOS bestsellers in the United States, attracting a large number of payers.
As early as 2021, ” The Horses ” had become Japan ‘ s most successful hand-show in the year and had long been the top of Japan ‘ s best-selling list. Over time, however, local income has declined year by year: From nearly $1 billion in 2021 to $331.2 million in 2024. The global launch, far from reaching the peak of the game, demonstrated the confidence of producers in the ability of Western markets to accept Japanese cultural products.
Data show that the first month of the global edition of ” horse-semmy ” , with its first-line overseas revenues of $22.8 million, doubled in the second month. The share of overseas revenues rose from just over 50 per cent in the first month to 57 per cent in the second month, not because of a significant decline in indigenous income in Japan. However, considering that the game had generated more than $2.5 billion in income in Japan before its global launch, the overseas market currently accounted for only 3 per cent of its total lifetime income.
The global success of “Pretty Derby ” has benefited from the integration of the horse racing movement with the humanized “Mares” role, as well as the integration of the Japanese animation and idol-forming elements and the attraction of the world’s animators and game lovers. Cygames enhances the emotional connection of the role through high-quality animations and chords (e.g., acoustic veggies, early-seeing weaves, etc.) and successfully exports the day culture.
The game is downloaded free of charge, using the “tick card” model, and is realized through the application of in-sourcing (IAP). Within two months, player expenditure was concentrated on role upgrading, equipment and time-limited mobility. AppMagic data show that IAP income accounts for 85 per cent of total income and LiveOps activities (e.g. games and role cards) contribute to sustained consumption.
It is noteworthy that Cygames ‘ new book Shadowverse: Worlds Beyond, launched in Japan and abroad on 17 June 2025, spends 11 per cent on overseas players. After the first set of new cards was launched, the player ‘ s expenditure rose by 786 per cent.
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