Hammersmith's Legendary Eventim Apollo Set to Host Europe's First Epic Live Concert Experience for Umamusume: Pretty Derby – 7th Event World Tour: The Stage in London From 19–20 January 2027

The acclaimed Japanese multimedia franchise Umamusume: Pretty Derby is scheduled to bring its 7th Event World Tour to Europe for the first time, with a two-night concert event at London’s Eventim Apollo in January 2027. This marks the inaugural European stop on the global tour, which has been touring Asia since its launch in Tokyo in June 2026.

Cygames, the Tokyo-based video game publisher and developer behind Umamusume, announced the London performances will take place on the evenings of January 19 and 20, 2027. The concerts will feature the franchise’s voice actors performing songs live in character, delivering an immersive experience centered on the hit series.

The Eventim Apollo venue in Hammersmith is renowned for hosting major live shows, lending a prestigious platform for this first European showcase of the franchise’s music and storytelling. Tickets for these two exclusive shows go on sale starting November 17, 2026, with a presale period beginning earlier that day. Both live streaming and archived replays of the performances are planned, though further details on digital access remain forthcoming.

The cast for the London concerts includes prominent voice talents such as Ayaka Ōhashi, Chisa Kimura, Sora Tokui, and Yui Ogura, among others. These performers bring to life beloved characters from the franchise’s narrative, which draws inspiration from real-life racehorses and combines storytelling across games, anime, and live events.

Umamusume: Pretty Derby has achieved significant commercial and critical success since its initial 2021 release in Japan. It reached 10 million downloads within seven months and expanded globally with an English-language launch on Steam and mobile platforms in June 2025. The game notably topped Steam's sales charts in over ten countries and earned the Best Mobile Game award at The Game Awards in 2025, a first for a Japan-developed mobile title.

The franchise’s acclaim extends beyond gaming, with its anime series and film earning top honors. Umamusume: Cinderella Gray secured the Anime Trending’s Anime of the Year award, while the movie Umamusume: Pretty Derby – Beginning of a New Era was voted Anime Movie of the Year in 2026. The concert tour further solidifies the franchise’s multimedia reach.

The London concerts are part of a world tour itinerary that includes stops in Tokyo, Seoul, and Yokohama, with London uniquely positioned as the sole European venue. This geographic expansion reflects the franchise’s growing international fanbase and the increasing global appeal of anime-related live events.

VIP ticket holders for the London shows will receive exclusive merchandise, including a figurine-style pin set, a commemorative ticket, and a band t-shirt designed specifically for the 7th Event in London edition. These items will only be available for collection at the event, emphasizing the physical value offered alongside the live experience.

The strategy of bundling merchandise with VIP tickets demonstrates a growing trend in the concert business to enhance fan engagement and revenue streams beyond standard ticket sales. For a franchise like Umamusume, which blends gaming, music, and animation fandoms, such offerings deepen collector appeal and event significance.

The presence of voice actors performing live is a unique characteristic of Umamusume concerts, blending character performances with musical presentation. This format aligns with a broader increase in interactive fan experiences within the anime and gaming communities, leveraging live events as a pivotal connection point.

While the cast and performance details are confirmed, the announcement leaves certain specifics unconfirmed, such as the full setlist and the scope of the live streaming event. The tour’s continued momentum in Asia following the London shows remains a focal point for ongoing updates.

Bringing the Umamusume: Pretty Derby 7th Event World Tour to Europe represents not only an expansion of the franchise’s live presence but also signals growing demand for anime-inspired concert experiences in Western markets. The choice of Eventim Apollo, a venue with a rich musical legacy, underscores the event’s significance within live entertainment circuits.

This move could influence future touring strategies for anime-related franchises, potentially encouraging more international touring schedules that combine multimedia elements. As the franchise’s catalogue continues to grow, live concerts such as this serve as crucial pillars for sustaining and amplifying global fan engagement.