An interactive app by Brussels e-bike maker Cowboy that allows cyclists to race against each other is causing quite a stir, starting in Amsterdam. Cowboy has temporarily shut down the app with “the world’s first interactive game while driving,” to reassess its safety, but the Brussels public prosecutor’s office has opened an investigation.

It all started last week with criticism from Femke Halsema, the mayor of Amsterdam after Cowboy launched a new feature for smartphones in the Netherlands in early July with the slogan “Rediscover your city while racing with other Cowboy riders and take part in a real competition.”

In the interactive app, Cowboy cyclists can compete against each other by covering 500 meters as fast as possible. The winner of the racing game advances to the next round, where they virtually compete against another challenger with roughly the same profile to become “the fastest Cowboy in town” ultimately.

“Absurd and irresponsible”

Cowboy’s Belgian top executive Adrien Roose called the game at launch “Pokémon Go, but on a bike,” However, after some concerned reactions, including those from the Belgian traffic safety institute Vias, the app has caused additional headaches. Indeed, Amsterdam decided to ban the use of the racing app, and the Brussels public prosecutor’s office opened an investigation.

According to the business newspaper De Tijd, the number of bicycle accidents in Amsterdam has risen sharply since the advent of e-bikes and the trend of souped-up fat bikes – an average of seven cyclists are injured daily.

“It’s the last thing the city needs in the fight to improve road safety,” said Melanie van der Horst, the city’s alderwoman for mobility. The game is absurd and irresponsible,” responded the Amsterdam mayor, who meanwhile put both police and justice on the case because organizing races on public roads is prohibited by law.

In turn, the Brussels prosecutor’s office launched an investigation against Cowboy because the company was suspected of letting its clients race on e-bikes against each other through “exciting games” via its app.

“The Brussels prosecutor’s office wants to emphasize that this is irresponsible and dangerous,” said the spokesperson. “The road safety of Brussels residents and daily passers-by visiting Brussels is an absolute priority for the Brussels prosecutor’s office.”

Money urgently needed

Roose declares he is “listening and fully cooperating with the municipality of Amsterdam to discuss safety,” so he temporarily paused the racing game to reassess safety. According to him, the company takes safety seriously. He further emphasizes that participants are urged to use a safe environment like a park.

The new game is part of Cowboy Connect, which also allows you to track your battery’s status and your bike’s location on your smartphone.

By offering such interactive games, Cowboy aims to boost its profit margin. The company, which launched its first all-road bike in March, is in the red—De Tijd reports a 19 million euros operating loss for 2023—and is trying to make 2025 its first profit year.