Product Spotlight: Belgium’s Cowboy launches live games that allow riders to connect and compete



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Brussels-based Cowboy, a designer and manufacturer of electric bikes, announced that it has launched three new live games in its app, including its flagship game ‘Race’, as part of its Summer Update for Connect. 

‘Race’ marks Cowboy’s debut in social gaming, where riders compete in 500m sprints against others with similar profiles. This addition aims to elevate the riding experience and foster community engagement among Cowboy riders globally.

According to Cowboy, in safe cycling environments, like a park, riders can select from three games within the app. These games prioritise safety with intuitive gameplay to minimise distraction and automatic pausing when riders stop.

3 new games!

Cowboy has introduced three new games: ‘RACE’ for competitive 500-meter sprints, ‘BURN’ for calorie-burning challenges, and ‘PUSH’ to test endurance with pedal power thresholds. 

These additions highlight Cowboy’s commitment to enhancing the riding experience through software in its Connect package.

Tanguy Goretti, co-founder and CTO of Cowboy, says, “We’ve always prided ourselves on having the ultimate connected e-bike, and our super-engaged community have collectively ridden 150 million kilometres.” 

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“Connectivity means shared intelligence, enabling us to have industry-leading safety features, such as Traffic Alerts and Crash Detection.”

“Today is another first: Connecting our riders through a fun and exciting interactive Race game. We’re incredibly excited about this first step into social gaming and the potential that it brings to Cowboy’s riders.”

Theft Alerts

Cowboy’s proprietary software, Connect, includes features like Share My Ride and integration with Apple Health and Strava. Along with the new games, Connect now enhances the riding experience by offering Theft Alerts to all subscribed riders.

A new dashboard

With today’s update, Cowboy’s Ride Dashboard now shows dynamic In-Ride Milestones, providing contextual notifications instead of static data. All Connect subscribers will receive the new software through over-the-air updates.

Brief about Cowboy

Founded in 2017 by Adrien Roose, Karim Slaoui, and Tanguy Goretti, Cowboy is an e-bike startup that blends design, affordability, and technology. Its app offers features like a secure key, live stats, and GPS tracking to connect owners to their bikes. 

Cowboy’s aims to empower riders to map their paths through mindful movement that benefits all. In 2022, the company became the first e-bike maker to achieve B-corp status. Currently, the company serves customers in over 2,500 towns and cities across Europe and the US.

Cowboy’s latest announcements follow its recent launch of the Cowboy Cross, the first all-road bike. Last week, the company also introduced a new trade-in programme in collaboration with Upway, allowing riders of over 200 e-bike brands to trade in their bikes for a new Cowboy.


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Vishal Singh

Vishal Singh is a News Reporter and Social Media Marketing Lead at Silicon Canals. He covers developments in the European startup ecosystem and oversees the publication's social media presence. Before joining Silicon Canals, Vishal gained experience at the Indian digital media outlet Inc42, contributing to its growth with insightful content. Despite being a college dropout, his passion for writing has driven his career in journalism.

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