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.[13] 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.