Belgian e-bike company Cowboy has jumped into the social gaming category and launched a new game called “Race” that people can play while riding an e-bike. The first racing game of its kind pits riders against other people and they are designed to compete in a 500m race.

Initially, riders are paired with people who have similar stats. But as the game levels up, the races become more challenging and the next rider will be “just a little bit faster”. Talking about the new game in a Blog postCowboy said:

This represents Cowboy’s first foray into social gaming, further enhancing the riding experience and community connection for Cowboy riders around the world. The game sees riders with similar profiles compete against each other in a 500m sprint to progress through increasingly challenging levels and climb to the top of the leaderboard.

In addition to Race, the e-bike company launched two other games as part of In-Ride Games. One of them is called “Burn” where riders can take part in a one-minute challenge to quickly burn some calories. Its level 1 starts at four calories and pushes the rider to burn 23 calories at level 20.

The second game called “Push” is designed to test the rider’s strength and endurance. Including 25 levels, the rider has to maintain pedal force above a threshold for 15 seconds to advance to the next level.

One thing to note is that these games are designed with rider safety in mind. Riders can choose between the games once they are in a safe riding environment such as a park. The game minimizes distractions and automatically pauses when riders stop, they can turn off the games with one touch.

Cowboy founder and CTO Tanguy Goretti said the Cowboy community has collectively driven 150 million miles and the company has previously launched industry-leading features such as crash detection and traffic alerts.

“Today is another first: connecting our riders through a fun and exciting interactive racing game. We’re very excited about this first step into social gaming and the potential it brings to Cowboy Riders,” Gorty added.

These games are part of the latest update to the Cowboy’s Connect app, which comes with a new rider dashboard and theft alerts for all riders. These games are also available to all riders Humanoid and iOS.