Bridgestone's Premium Motorbike Tyres Return to the Virtual World with Videogame RIDE 5

Bridgestone, a global leader in tyres and sustainable mobility solutions, today announces a partnership with Italian game developer, Milestone, on the latest installment of the popular RIDE videogame series, RIDE 5.

RIDE 5 is the latest chapter of the two-wheel racing simulation videogame which has become the home for virtual bikers all around the world, available from today on PlayStation®5, Xbox Series X|S, Steam, and Epic.

Through this partnership, Bridgestone aims to solidify its position as a market leader for motorbike tyres, as well as showcase its products and legacy in the competitive racing world – and all in an innovative and engaging way for motorbike and videogame lovers worldwide.

In RIDE 5, riders from every corner of the globe will have the chance to experience a smooth and fast ride with Bridgestone tyres on both real and original virtual tracks, on a wide range of bike models from the most iconic different manufacturers, just like they do in reality. The Bridgestone brand will also be featured digitally within the game, with sponsored suits and gear, billboards on racing tracks, as well as dedicated game modes.

Over the years, Bridgestone has built its legacy and excellence in motorbike racing, recently achieving victories in the most celebrated endurance competitions, such as EWC. Endurance racing will once again be one of the most challenging game modes included in RIDE 5, with the virtual riders having the possibility to test their riding ability and focus, while assessing the exceptional performance and durability of Bridgestone tyres. Just as in real life, tyre wear remains one of the most important factors within the game when it comes to being a successful rider, with performance being actively 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 are always looking for fresh ways to engage our customers and interact with the riding community, while also showcasing the quality of our products,” commented Nico Thuy, Head of Motorcycle Business at Bridgestone EMIA. “We are excited to partner up with Milestone and to be once again a part of this virtual bikers’ paradise.”

Andrea Loiudice, Publishing Director at Milestone stated: “Since its debut many years ago, the RIDE franchise has been the home of motorbike passion, thanks to its immersive and authentic riding simulation. This partnership with Bridgestone marks a further step to bring the virtual and real-life motorbike worlds even closer.”

Media information: Liesbeth Denys, Director Public Affairs and Communications EMIA: +32 478 78 26 22

About Bridgestone in Europe, Middle East, India and Africa

Bridgestone in Europe, Middle East, India, and Africa (Bridgestone EMIA) is the regional Strategic Business Unit of Bridgestone Corporation, a global leader in tyres and sustainable mobility solutions.

Headquartered in Zaventem (Belgium), Bridgestone EMIA employs more than 20,000 people and conducts business in 40 countries across the region.

Bridgestone offers a diverse portfolio of premium tyres, tyre technologies and advanced mobility solutions. The company’s vision is to provide social and customer value as a sustainable solutions company. The Bridgestone E8 Commitment is a broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, our customers and future generations in eight focus areas; Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment. These provide a compass to guide strategic priorities, decision making and actions throughout every area of the business.

For more information about Bridgestone in EMIA, please visit www.bridgestone-emia.com and press.bridgestone-emia.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.