If you cant beat em, join em - BikeBiz

If you cant beat em, join em

This Christmas, Giant aim to capitalise on their link-up with the No Fear Downhill mountain biking game for the Playstation
Publish date:

Demo-ed at Bike 99 earlier this year but only officially launched on November 19th, the Codemaster-developed downhilling game features Giant bikes and race banners in a fast and furious collection of solo and dual slalom runs from around the world.

500 000 copies of the game are expected to be sold in the next few months, especially in the run up to Christmas. A common complaint from any leisure retailer not connected with the computer games industry is that Playstation and other computer gaming systems suck sales away. Giant want to reverse that trend a little by offering their stockists the chance to increase footfall by using Codemasters swing tickets on in-store bikes, placing a you should be behind bars poster in the window and linking up with a computer games store to cross-promote bikes and the computer game.

A case of sleeping with the enemy? Ian Beasant thinks so, but its good for business:

Computer games and computer stores are one of our major competitors for Christmas trade [so were suggesting to stockists that they should] go down to their local computer store, offer to put a Giant bike in their shop window with [their] shop details to help promote the game and offer them the opportunity to put promotional material in [their] shop window. Cross promote, its free and sells more product.

NB The poster features the digital MTBers eye-view of a suicidal downhill. So far so good but look closer, does the stem really connect straight to the suspension forks? One steerer tube short of a Y-frame perhaps?

Featured Jobs

the cycle hub

Showroom Manager

The Cycle Hub I Dubai, United Arab Emirates I Competitive Package & Bonus I Date Published Tuesday 26th June 2018

Giant St Paul Logo

Bike Fitter / Sales Person

Giant St Pauls I City of London I Salary: Negotiable Dependent on Experience I Date Published Thursday 21st June 2018


Bike Technician

Chain Reaction Cycles I Ballyclare I Competitive Salary & Benefits Package I Date Published Monday 2nd July 2018


Brand Content Writer

Canyon Bicycles GmbH I Koblenz, Germany I Salary: Up to €38,000 I Date Published Tuesday 3rd July 2018


Retail Sales Advisor

Chain Reaction Cycles I Belfast I Competitive Salary & Benefits Package I Date Published Monday 2nd July 2018