On 15 June 2010, during the Sony E3 Electronic Entertainment Expo press conference, it was revealed that Newey collaborated as the chief technical officer for the video game "Gran Turismo 5" for the PlayStation 3. A game trailer showed Newey along with race car driver Sebastian Vettel at the Red Bull Technology building in Great Britain in discussion with Kazunori Yamauchi, a Japanese game designer who is the CEO of Polyphony Digital and creator and producer of the "Gran Turismo" series. The three's collaboration would later lead to the completion of concept cars Red Bull X2010 and Red Bull X2011, which appeared in that game.