Bridgestone backs motorcycle position with RIDE 4 video game partnership

Bridgestone will be the official tyre supplier to the latest installment of the RIDE motorcycle racing video game series. The tyre manufacturer signed a partnership with the Italian game developer, Milestone for RIDE 4. The game for two-wheel enthusiasts will launch worldwide on 8 October 2020 on Playstation 4, XBOX One and PC. Bridgestone explained that the partnership targets solidifying its position as a market leader for motorbike tyres. The game also allows it to “showcase its products and legacy in the competitive racing world,” it added.

The news of the partnership follows an acceleration in tyre makers’ interest in a wide range of video game and Esports partnerships. Gaming industry analyst Newzoo estimates valued the Esports market at more than $1 billion dollars in 2019, with brand investments in advertising, sponsorship and media rights making up nearly $900 million. At its broadest definition, the global video game industry is worth around $150 billion, with console and PC games accounting for approximately half of that figure. Racing simulators, like RIDE, are a popular Esports fixture, if more of a niche interest in overall video gaming. With 2020 global motorsport series postponed by pandemic lockdown measures, interest in Esports has been noticeably higher, with several tyre manufacturers partnering event organisers.

Simulating Bridgestone tyres on the virtual track

RIDE 4 allows global motorcycle riders to simulate Bridgestone tyres on 34 accurately reproduced virtual tracks. The game includes a wide range of the manufacturer’s motorcycle tyres, which can be mounted on more than 250 bike models from 22 different manufacturers. Bridgestone branding is also featured digitally within the game. This includes sponsored suits and gear, billboards on racing tracks as well as dedicated game modes.

Bridgestone’s legacy in motorbike racing includes victories in the most celebrated endurance competitions. Therefore it describes the inclusion of Endurance World, a new game mode dedicated to distance motorcycle races, in RIDE 4 as a “key feature”. In this mode, riders can test their driving ability and focus, and asses the performance and durability of Bridgestone tyres. Tyre wear is one of the most important factors in the game when it comes to being a successful rider. Performance is impacted by riding style and weather, and players having to make in-race strategic decisions to mitigate these factors.

“As a global mobility leader with a large portfolio of premium products and solutions including premium motorcycle tyres, we saw fit to make our debut in the virtual world by partnering with Milestone, a proven leader in two wheel simulation games” – commented Nico Thuy, head of motorcycle business at Bridgestone EMIA. “We are always looking for fresh ways to engage our customers and interact with the riding community, while also showcasing the quality of our products. Being present in RIDE 4 represents a one of a kind opportunity to do just that”.

Luisa Bixio, CEO at Milestone, stated: “We are delighted to be partnering with Bridgestone on RIDE 4. Working alongside a market leader, with a proven track record in endurance and premium products, is key to replicating the real-world experience we have achieved with RIDE 4.”