The “Be-Cycle” game is a product of the Cycle Cities project made by

Cycling is less strenuous and faster than you maythink

A research carried out in the Netherlands have shown motorists forced torepair their cars are often rediscovering the bicycle as a means of dailytransport. During the test phase, half the people who had passed to thetwo wheels have thought that cycling was less strenuous and faster thanthey expected. 45% of respondents stated that the transport of objectswas easier than expected and at least 30% deemed the bike is morecomfortable than they had initially expected.

This and other evidences that cycling is easy:http://www.slideshare.net/cyclecities/brochure-trendy-cyclingen