CyGames knows perfectly well how to hold his huge community captivate and generate conversation on social networks. On this occasion, the franchise of Uma Musume Pretty Derby It has powered up digital platforms with the launch of a new and very peculiar commercial (CM) for the mobile device video game, which is completely dedicated to one of the most beloved and noisy characters archetypes of the fandom: the girls Gyaru.
Under the funny motto popularized by fans of “Gyaru Shika Katan” (Gyarus always win!), the promotional video has put aside the intense races on the track to offer a purely comical, adorable and modern energy-filled facet that characterizes this group of horse girls.
A “song of drawing” in the purest modern style
The central concept of this new interactive commercial is a Ekakiuta (えかきうた), which is how children’s songs designed to guide the listener, step by step through the lyrics, on how to draw a character, are traditionally known in Japan. However, being in the hands of the game’s Gyaru squad, the result is a chaotic and catchy melody full of modern idioms and a lot of style.
The musical section and the voices behind this fun song are in charge of a luxury lineup that combines classic faces from the franchise with additions that have given a lot to talk about:
- Cough Jordan
- Daitaku Helios
- Mejiro Palmer
- Gold City
- Forever Young
- Espoir City
The inclusion of characters like Forever Young and Espoir City Together with the original core of friends, it demonstrates the commitment of the developers to continue expanding the interactions and the dynamics of the group within the rich mythology of the game, allowing the new members to adapt organically to the subcultures already established by the community.
The archetype Gyaru: a pillar of popularity in the franchise
It is no secret that, within the gigantic cast of Uma Musume Pretty Derby—Where each girl is inspired by a real racehorse of Japanese equestrian history—, the group of the Gyarus enjoys immense popularity status. Characters like Daitaku Helios or Tosen Jordan have stood out from the beginning for breaking with the mold of the traditional athlete, wearing modified uniforms, striking accessories, decorated nails and using a highly marked youthful slang.
These types of promotional campaigns not only work to encourage in-game activity, but also reinforce the multimedia impact of intellectual property. Years after its original release, Uma Musume It continues to stay at the top of the mobile gaming market in Japan, demonstrating that its formula of combining historical equestrian data with an unmatched pop charisma is still completely valid.
The commercial is now available in the official channels of the franchise and is inviting followers to take a pencil and paper to try to keep up with this peculiar group of equestrian idols.
