Peloton says it’s getting ready to enter the online game enterprise
Jen Van Santvoord rides her Peloton exercise bike home on April 7, 2020 in San Anselmo, California.
Ezra Shaw | Getty Images
Peloton is about to enter the video game business.
The bike maker is preparing to launch an in-app video game called Lanebreak, a CNBC spokesman confirmed.
The game that Peloton warned about still has a new name, with riders changing their cadence and resistance levels to meet different goals and earn rewards.
Lanebreak is slated to open for a member-only beta test later this year, according to a datasheet, and it will officially launch in early 2022. Players can choose a difficulty level and the type of music they want to hear while playing the game. There are several ways to earn points, get rewarded, and challenge other members.
Peloton describes the game as “a music-based experience … to get the highest score possible”.
The Verge first reported on Lanebreak.
A move into gaming could be a way for Peloton to diversify its content for users beyond the livestream courses taught by famous teachers like Cody Rigsby and Alex Toussaint. Gamifying fitness provides another way to encourage users to return to take more classes and gain more challenges.
In Lanebreak, Peloton said the members will control their own avatars and move them along routes that encounter obstacles everywhere.
The peloton saw explosive growth in 2020 as many people were stuck at home due to the Covid pandemic looking for ways to work up a sweat. To keep the momentum going, Peloton is expanding into international markets including Australia. With a digital heart rate bracelet, the company is also to enter the wearables market.
Peloton stocks were up nearly 6% on Monday afternoon, despite the S&P 500 index falling more than 2%. The stock has fallen 23% since the start of the year. Peloton has a market cap of $ 35 billion.