The world of anime is expanding yet again, and this time fans across the United Kingdom are in for a treat. On January 5, 2026, Konami Cross Media NY, the company responsible for managing the Yu-Gi-Oh! brand outside of Asia, inked a major licensing agreement with ITVX, the UK’s popular streaming service. The result? All three seasons of Yu-Gi-Oh! Go Rush!!—the latest installment in the long-running franchise—are set to become available to UK audiences, marking a significant moment for both anime enthusiasts and the streaming platform itself.
For those who may not be familiar, Yu-Gi-Oh! Go Rush!! is the eighth series in the storied Yu-Gi-Oh! universe. It introduces viewers to an action-packed new world, featuring the intergalactic warrior Yudias Velgear and the quirky residents of Mutsuba Town. Together, they embark on fresh dueling adventures, with the show’s narrative cleverly blending the legacy appeal of the franchise with bold, new directions. Notably, this series is the first to showcase the Rush Duel format, a twist on the traditional card game that has energized both new viewers and diehard fans alike.
According to Toy World Magazine, the decision to bring Yu-Gi-Oh! Go Rush!! to ITVX is a response to the “increasing popularity and strong market demand for high-quality anime content on global streaming platforms.” It’s hard to argue with that assessment—anime, once considered a niche interest, has rapidly become a dominant force in mainstream entertainment. Platforms like ITVX are racing to expand their anime catalogs, eager to capture the attention of the genre’s ever-growing, passionate audience.
Mark Kirk, senior vice president of Distribution at Konami Cross Media NY, summed up the significance of the move: “Anime has become a major part of global entertainment, and Yu-Gi-Oh! is a big part of that story. We’re excited to team up with ITVX to bring the newest series to fans in the UK.” His words echo the sentiments of many in the industry, who see anime as not just a passing trend but a vital component of the global entertainment landscape.
Darren Nartey, head of Acquisitions at ITVX, is equally enthusiastic. “Yu-Gi-Oh! has a passionate fan base in the UK, and Yu-Gi-Oh! Go Rush!! represents an exciting new chapter for the franchise. We’re thrilled to be partnering with Konami Cross Media NY to make the full series available on ITVX for our viewers to enjoy.” Nartey’s statement, reported by Variety, highlights ITVX’s strategic ambitions. The platform is clearly aiming to diversify its offerings and tap into the surging demand for anime, recognizing that what was once a subculture has now become a cultural juggernaut.
So, what makes Yu-Gi-Oh! Go Rush!! such a compelling addition to ITVX’s lineup? For starters, the show’s blend of sci-fi adventure and card-battling action is tailor-made for both newcomers and longtime fans. Yudias Velgear’s journey, set against the backdrop of Mutsuba Town, offers a fresh perspective while staying true to the elements that have made Yu-Gi-Oh! a beloved franchise for more than two decades. The introduction of the Rush Duel format is a game-changer—literally—injecting new life into the dueling mechanics and making the series accessible to a new generation of viewers.
The timing of this acquisition couldn’t be better. As noted by Toy World Magazine, the Yu-Gi-Oh! franchise boasts a distribution history that spans over twenty years, with more than 1,000 episodes across its various series. This extensive library of content has helped cement Yu-Gi-Oh!’s status as an evergreen property, ideal for streaming platforms hungry for reliable, binge-worthy material. ITVX’s move to secure the full run of Yu-Gi-Oh! Go Rush!! is a testament to the franchise’s enduring popularity and its ability to continually reinvent itself.
Of course, the impact of Yu-Gi-Oh! extends far beyond the television screen. The trading card game (TCG) and its many decks remain a staple of playgrounds, hobby shops, and competitive tournaments worldwide. As fresh additions to the TCG universe continue to roll out, players and collectors alike find new reasons to stay engaged. For those in the UK trade interested in the latest products or partnership opportunities, Konami’s dedicated contact line remains open—a small but telling sign of the franchise’s ongoing commercial vitality.
But why is anime, and Yu-Gi-Oh! in particular, experiencing such a surge in popularity? Industry watchers point to several factors. The accessibility of streaming platforms has made it easier than ever for fans to discover and follow their favorite series, often with high-quality subtitles or dubs. Social media, too, has played a role, allowing communities to form around shared interests and helping to drive word-of-mouth buzz. And let’s not forget the nostalgia factor—many of today’s adult fans grew up with earlier Yu-Gi-Oh! series, and are now eager to introduce the latest adventures to their own children.
ITVX’s decision to invest in anime is also part of a broader trend. As the genre moves from niche to mainstream, platforms are increasingly willing to devote resources to securing exclusive rights and building out specialized catalogs. This shift is evident not just in the UK, but around the world, as anime’s influence continues to grow. The result is a virtuous cycle: more content leads to more fans, which in turn fuels demand for even greater variety and innovation.
For Konami Cross Media NY, the ITVX partnership is a chance to further solidify Yu-Gi-Oh!’s global footprint. Mark Kirk’s comments underscore the brand’s commitment to reaching new audiences while honoring its legacy. By bringing Yu-Gi-Oh! Go Rush!! to a major UK platform, Konami is ensuring that the franchise remains at the forefront of the anime conversation, both now and in the years to come.
Meanwhile, for ITVX, the acquisition is a bold step forward. By adding all three seasons of Yu-Gi-Oh! Go Rush!! to its roster, the platform is signaling its intent to be a major player in the anime space. As Darren Nartey put it, “We’re thrilled to be partnering with Konami Cross Media NY to make the full series available on ITVX for our viewers to enjoy.” It’s a sentiment likely shared by the many fans eagerly awaiting their next adventure in the Yu-Gi-Oh! universe.
As streaming services continue to battle for viewers’ attention, moves like this one may well determine who comes out on top. For now, though, UK anime fans can celebrate: the duel is on, and the future looks brighter than ever for Yu-Gi-Oh! on ITVX.
