The mechanical bull is a ride that simulates the sport of rodeo: a person trying to tame a bucking bull. The challenge is to stay on the animal for at least eight seconds, holding on with just one hand. This attraction speaks mostly Italian, thanks to a leading company, M.Art Technology with its brand Show Games, based in Manerba del Garda (Brescia). Here unique creations are made that have conquered markets worldwide—especially in the United States, but also in Russia and more recently in the United Arab Emirates. The CEO of M.Art Technology (which owns the Show Games brand) is 39-year-old Erika Tessarolo, an example of a woman who, after taking over the company from her father, the founder, succeeded in a field long dominated by men. The amusement ride and games industry exports products worth over 400 million euros thanks to 673 companies and more than 2,700 employees. A mechanical bull can sell for anywhere from €10,000 to €40,000. Customers come from all over the world: many buy simulators for entertainment venues, while others rent them out for fairs or private events.