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Howard Phillips (consultant)

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503:(1991). He was promoted to director of Game Creative in 1989. He "managed the game evaluation system which reviewed all the games using professional game players, the game counselors, and real players who came in to our lab to play new games". He helped to translate Nintendo's incoming Japanese Famicom games to the NES. He advised them on the renaming of characters, and adjusting the difficulty of game progression and the amount and type of in-game help. He had frequent faxes about incoming shipments from the Japan headquarters, and from 399:(NES). As part of the 12-person "Nintendo SWAT team" who moved to New York City in late 1985, he worked "every waking hour ... at the crack of dawn ... seven days a week". He chose the game library for the NES's launch, gave live product demonstrations, interacted with thousands of players, set up retail store displays designed by Don James and Gail Tilden, and managed relations with the retail test launch sites. He wrote the elaborate script that demonstrators would read while articulating the centerpiece 468:
kids the games was the only way to explain how to do tricks. They couldn't just look it up online. Gail was really the driving force behind . I was more of a player's advocate for things that had to do with games specifically, like which ones were cool and why they were cool. When we were doing press checks, I would always like, "This screen is mirrored", or "This guy isn't in this area of the game." I made sure it was accurate so that it wouldn't cause more grief to send it out to all of the kids.
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When we first launched the NES in 1985, we figured out very quickly that kids were just dying to get extra information about the games—not just new games that were coming out, but also how to play them. Kids loved the magazine because it included screen shots. Pre-internet and VCRs, actually showing
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I plugged in, and all of a sudden there were the arcade games we had been playing in these big 250-pound boxes, and putting in quarters every time. But with the Famicom system, you could just keep playing and playing and playing. And that was just such an amazing, cool thing. That was a big 'whoop'
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He managed the test sites of each arcade launch, so along the way, he took the liberty of gathering owner feedback and observing the gameplay of audiences, especially children. He said, "I took it as a chance to watch kids play and see what they liked and didn't like so I could pass that information
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But after you play a bunch of stick figure baseball games with your buddies, you realize well, OK, we kind of exhausted ourselves pretty quick on that. And then it's on to the next arcade game, as opposed to the next crappy Atari game that's coming out. ... were not even close to what they were in
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company) wanted 100% of my time (understandably so) and so it got harder and harder to stay close to the games. ... Also, after ten years Nintendo had grown to be 1,000+ people and just wasn't as much fun as it had been during the early days. Ultimately that's why I left Nintendo in 1991 – I wanted
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but obviously well before that. It was the beginning of the tech age. My skill, which was that I knew every game, wasn't possible by the time I left. It was quite a bummer. It wasn't that it stopped or slowed down, it was more that the public figure stuff started demanding way too much of my time.
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Howard Phillips was raised to make his own fun, saying "we weren't poor, but back then parents didn't bury kids in toys ... so we were constantly making things to play with, on, in, or around." With industrious use of neighborhood scrap materials, he made and remade forts and treehouses. He made an
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With this cumulative knowledge, with his deep expertise in the entire Nintendo video game library, and being aged between the target child and their parents, he became a core liaison between the Japanese developers at Nintendo Co., Ltd. and the American video game player market for the rest of his
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Already an avid gamer, as manager of the 60,000 foot warehouse he eagerly took a privileged first look at each new product from Nintendo's headquarters in Japan, in a receiving and testing process which he considered "a little bit like Christmas". He recalled, "I really love games of all types so
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magazine, with the first issue in August 1988. Phillips was co-editor and gameplay fact checker. Because the Nintendo of America subsidiary was such a small company, where "everybody does everything" and "everybody worked together", Phillips was still the warehouse manager even with all these
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series which caricaturizes his real self in cartoon form, opposite an archetypal fictional boy who symbolizes all the Nintendo playing children of the world, and gave Phillips a direct voice to audience's homes. Phillips grew to become an industry personality, a lifestyle
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that read: "Have Fun And Play Games for a Living". Phillips didn't apply for the job, instead being invited by former college friend and current Nintendo employee of one month, Don James. This began his video game career in 1981 at age 22 as the fifth employee of
149:, gaining insight into which games were popular. Because of his gameplay aptitude and formative experience in Nintendo's then-nascent expansion in North America, his roles grew to spokesperson, manager of the Game Counselor hotline, and co-editor of 582:. ... I wanted to spend more time working on games themselves, and making people happy because of the games, not because I would leave my wife and kids in the car at the gas station while I talked to and their kids for ten minutes." 737:
Phillips remains an industry luminary—making event appearances, interviews, and showcasing his extensive vintage collections of Nintendo memorabilia. He has parted out some of this collection. He has pledged to donate part to the
214:. He would later summarize his favorite thing about video games: "Play. Simple play. And the ability to share play with others either cooperatively, competitively, or just sharing game experiences, such as tips, news and rumors." 418:
Phillips was known as the Game Master. He said, "I was so immersed in Nintendo's games, and those of our competitors, that I literally knew more about them than anyone else" so he helped establish and manage the Game Counselor
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On the disturbing new wave of ultraviolent video games afforded by 1990s technology, and the disruptiveness of his celebrity status, he said this: "I had a totally different feeling watching a 7-year-old play
598:. He said, "The GM at Lucasfilm games Steve Arnold offered me a compelling role running both their nascent Learning Group as well as launching their Videogame Group (they had been exclusively PC games)." 338:
like a competitively timed game to unload 11,000 pounds of 44 arcade cabinets in 9.5 minutes, he then reloaded, delivered, and repaired machines in the field, such as "behind the hotdog machine at the
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on to Mr. Arakawa. I would also give them pointers on how to improve." He was regularly and candidly consulted by Nintendo of America's cofounders—salespeople Ron Judy and Al Stone, and president
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called Howard Phillips "one of the company's most high-profile and best-loved employees, his trademark red hair and bowtie making him as much a mascot of Nintendo's early success as any
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in 1991. There, he served as either producer, executive producer, designer, or creative director for each of approximately 167 educational games, some of which were published by
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alone that made the first fortune of Nintendo of America, totaling $ 180 million in the game's first year. At age 24, he was "the largest volume shipping manager for the entire
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The Ultimate History of Video Games: Volume Two: from Pong to Pokémon and beyond...the story behind the craze that touched our lives and changed the world
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about joining former employer Nintendo's longtime rival as their new spokesperson. While initially interested, he decided not to join Sega.
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subscriptions bearing the celebrity of Howard Phillips. At this time, he left Nintendo of America after 10 years and at age 32.
1254: 1166:"Nintendo Frenzy : Trends: America is in the grips of a computer-game craze. It may affect our future, some experts say" 739: 378: 1825: 1442: 1100: 743: 508: 431:. The modest but energetic newsletter achieved 600,000 subscribers, and its seventh and final issue is dated July 1988. 1387: 889: 499: 384:
in mid-1983. His avid gameplay skills, intuition, and market research made him a primary advisor to the Japan-based
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and company, on how to approach and develop the nascent American market which was suffering the disastrous
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Initially a boat painter, Phillips started his video game career as manager of Nintendo of America's first
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was being launched in America, Nintendo was on track to soon become more singularly valuable than all
1803:"Howard Phillips' "Ultimate" Nintendo World Championships 1990 Package Sells For A Whopping $ 17,367" 563: 377:
At his warehouse, Phillips excitedly discovered the Japanese import of Nintendo's new arcade-capable
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is an American video game consultant and producer who was an early employee of and spokesman for
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area. He was a trade painter, including boats. He had some experience in restaurant management.
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comic strip, in which Howard hands his bowtie to Nester and rides his horse into the sunset.
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Phillips was executive producer of all second-party games from Nintendo's partners such as
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In 1991, the parent company Nintendo Co., Ltd. was Japan's most successful company, the
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the arcade. And the arcades were interesting and cool and, you know, what's new and hip.
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History of the Nintendo Entertainment System § North American launch (1985-1986)
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His all-time favorite video game system is the NES. His favorite arcade games are
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Howard Phillips has a wife Dayna and two daughters, Alexandra and Katherine.
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campaign to help fund a new independent project, a mobile application called
1203:"Here's how Nintendo announced the NES in North America almost 30 years ago" 659: 621: 591: 527: 507:
with game questions. He made public relations appearances at events such as
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of which he was the President, and whose members received the complimentary
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warehouse in 1981. He managed relations with the retail sites of the 1985
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magazine. After leaving Nintendo in 1991, his video game work included
1609:"Nintendo Veteran Howard Philips To Direct Epic's Chair Entertainment" 1292:"Nintendo Power: Remembering America's Longest-Lasting Game Magazine" 1255:"Remembering Nintendo's Other 1980's Magazine, The Nintendo Fun Club" 400: 1720:"Casual game maker Gameduell snaps up Nintendo icon Howard Phillips" 1635:"Nintendo icon Howard Phillips joins Epic-owned Chair Entertainment" 255:
Phillips was in between jobs when he saw a Nintendo job listing in
1318:"How We Played With Power: The Secret History of "Nintendo Power"" 715: 929:"Nintendo's former 'Fun Club President' wants you to Know-It-All" 542:
ran an official farewell to Phillips in the final episode of the
1417:"Nintendo's plans for a NES knitting machine accessory revealed" 767: 751: 463:, and advocate for the American gaming community. He said this: 193: 1493: 1491: 1285: 1283: 1281: 1279: 1277: 1275: 613: 595: 1746:"GameDuell hires Nintendo, Microsoft veteran Howard Phillips" 1471:"GameDuell hires Nintendo, Microsoft veteran Howard Phillips" 1352: 1350: 1348: 1346: 1344: 1342: 1340: 1338: 180:"arcade game made from clock motors and an old world globe". 890:"One Man's Journey From Warehouse Worker to Nintendo Legend" 274:
every day was really fun." These first arcade games include
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manager for the entertainment division. In 2009, he joined
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movie studios combined, and there were more than 1 million
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He constantly played new games for hours on any given day.
1362:"Interview: Howard Phillips (Ex-Nintendo Power Co-Editor)" 883: 881: 879: 877: 875: 873: 871: 869: 1094: 1092: 867: 865: 863: 861: 859: 857: 855: 853: 851: 849: 1030:(1st Vintage books ed.). New York: Vintage Books. 1101:"5 questions for 'Gamemaster Howard' of Nintendo fame" 1074:
MGC 2019 - Howard Phillips and Frank Cifaldi Interview
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Norman, Kent; Kirakowski, Jurek (December 28, 2017).
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Phillips in the mid 90s had been in discussions with
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The Wiley Handbook of Human Computer Interaction Set
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to focus 100% of my energies on making great games.
395:Phillips was instrumental throughout the 1985—1986 115: 107: 99: 84: 73: 50: 38: 30: 23: 1159: 1157: 1129: 590:Phillips was recruited to leave Nintendo and join 438:were canceled in favor of the much more expansive 1661:"Know-It-All App Lets You Learn Without Thinking" 1410: 1408: 1381: 1379: 1196: 1194: 1067: 1065: 1063: 1061: 1059: 1057: 1055: 1028:Game over : how Nintendo conquered the world 922: 920: 918: 916: 914: 912: 910: 822: 820: 818: 816: 814: 812: 326:the 60,000 cabinet machines (4,000 per month) of 183:Initially a fan of pinball, he was an adolescent 1123: 1121: 992: 990: 988: 986: 984: 982: 147:test launch of the Nintendo Entertainment System 620:, and Splash Studios. In 1997, he was hired by 551: 465: 445:additional roles and regular flights to Japan. 358: 216: 785: 783: 754:, hoping to reach an enthusiastic collector. 8: 1021: 1019: 558:The new non-gamer marketing guy hired from 397:launch of the Nintendo Entertainment System 16:American video game consultant and producer 962:"Ninterview: Howard "Gamemaster" Phillips" 20: 406:which was key to the NES launch success. 1364:(Interview). Interviewed by Michael Levy 1830: 779: 685:(1982). His favorite console games are 1132:Nintendo: The Company and Its Founders 578:than I did watching a 7-year-old play 414:Game Master persona and mass marketing 103:Game Master, Director of Game Creative 1498:Ungerleider, Neal (October 3, 2012). 1443:"Postscript: The Man Behind Nintendo" 927:Cifaldi, Frank (September 24, 2012). 7: 1744:Handrahan, Matthew (June 24, 2015). 1524:Sinclair, Brendan (March 18, 2009). 1469:Handrahan, Matthew (June 24, 2015). 1441:Parkin, Simon (September 20, 2013). 1290:Cifaldi, Frank (December 11, 2012). 960:McFerran, Damien (October 5, 2012). 354:Nintendo Entertainment System launch 997:Cifaldi, Frank (October 19, 2015). 266:by managing its first warehouse in 1659:Kohler, Chris (October 15, 2012). 1559:. Crown/Archetype. pp. 762–. 1253:Plunkett, Luke (August 22, 2012). 1201:Good, Owen S. (October 31, 2015). 1077:. Hair of the Dogcast. May 1, 2019 888:Plunkett, Luke (August 28, 2012). 650:Phillips was hired as the head of 191:, about age 13 with the advent of 14: 1694:"Gamemaster Howard's Know-It-All" 1099:Bishop, Todd (October 24, 2012). 1890:Lakeside School (Seattle) alumni 1857: 1845: 1833: 1801:Watts, Martin (March 27, 2013). 1526:"Howard Phillips pulls up Chair" 1316:Wong, Kevin (December 2, 2013). 827:Phillips, Alex (April 2, 2009). 766:, spokesperson of the competing 189:golden age of arcade video games 111:Alexandra and Katherine Phillips 1633:Fletcher, JC (March 18, 2009). 1415:Byford, Sam (August 31, 2012). 1227:Corr, O. Casey (May 30, 1991). 1164:Sipchen, Bob (April 27, 1990). 1607:Remo, Chris (March 18, 2009). 434:The Nintendo Fun Club and the 1: 1718:Wawro, Alex (June 24, 2015). 1386:Cox, Kate (August 30, 2012). 740:Video Game History Foundation 46:, magazine editor, consultant 829:"My Dad Was The Game Master" 744:Nintendo World Championships 509:Nintendo World Championships 233:and continued living in the 1906: 481:, where he and developers 421:toll-free telephone number 370: 316:(1984), and the smash hit 1586:. Wiley. pp. 301–. 231:University of Washington 1128:Mary Firestone (2011). 805:– via Legacy.com. 635:In 2012, he launched a 382:home video game console 251:Warehousing and testing 632:as a studio director. 618:Absolute Entertainment 569: 470: 436:Nintendo Fun Club News 429:Nintendo Fun Club News 363: 229:He graduated from the 227: 1026:Sheff, David (1994). 730:still functions as a 500:Snake Rattle 'n' Roll 483:Tim and Chris Stamper 390:1983 video game crash 1085:– via YouTube. 720:kid in a green tunic 187:fanatic through the 95:magazine (co-editor) 1782:on November 9, 2012 1233:The Washington Post 700:The Legend of Zelda 630:Chair Entertainment 612:He then worked for 549:He explained this: 268:Tukwila, Washington 264:Nintendo of America 161:Chair Entertainment 136:Nintendo of America 78:Nintendo of America 42:Warehouse manager, 1360:(April 14, 2013). 1229:"The Game Masters" 647:fundraising goal. 1750:GamesIndustry.biz 1593:978-1-118-97726-2 1566:978-0-307-56087-2 1553:(June 16, 2010). 1475:GamesIndustry.biz 1170:Los Angeles Times 1147:978-1-61714-809-5 1136:. ABDO. pp.  933:www.gamasutra.com 795:The Seattle Times 791:"Howard Phillips" 688:Super Mario Bros. 544:Howard and Nester 453:Howard and Nester 425:Nintendo Fun Club 258:The Seattle Times 178:electromechanical 129: 128: 51:Years active 1897: 1862: 1861: 1850: 1849: 1838: 1837: 1836: 1829: 1818: 1817: 1815: 1813: 1798: 1792: 1791: 1789: 1787: 1778:. 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System 199:Atari 2600 185:video game 171:Early life 1729:April 15, 1724:Gamasutra 1703:April 16, 1678:April 16, 1673:1059-1028 1618:April 15, 1613:Gamasutra 1509:April 16, 1480:April 16, 1421:The Verge 1327:April 16, 1296:Gamasutra 1238:April 15, 1178:0458-3035 1046:780180879 971:April 15, 938:April 16, 899:April 15, 838:April 15, 660:GameDuell 622:Microsoft 592:LucasArts 532:Hollywood 528:Super NES 404:toy robot 165:GameDuell 157:Microsoft 1812:July 12, 1786:July 12, 1639:Engadget 1535:July 11, 1530:GameSpot 1454:July 12, 1301:July 12, 1110:July 18, 1105:GeekWire 1081:July 10, 801:July 17, 758:See also 626:playtest 491:(1987), 485:yielded 410:tenure. 340:7-Eleven 310:(1984), 304:(1984), 298:(1983), 292:(1982), 286:(1982), 280:(1981), 246:Nintendo 222:—  124:Facebook 108:Children 74:Employer 34:American 1826:Portals 1755:July 6, 1644:July 6, 1426:July 9, 1397:July 9, 1368:July 9, 1322:Complex 1212:July 1, 1207:Polygon 1183:July 6, 1008:July 1, 732:podcast 716:plumber 694:Metroid 605:'s CEO 560:Colgate 379:Famicom 324:arcades 235:Seattle 210:(1978) 143:Tukwila 116:Website 64: ( 56: ( 1671:  1590:  1563:  1392:Kotaku 1259:Kotaku 1176:  1144:  1044:  1034:  894:Kotaku 712:Kotaku 707:Legacy 697:, and 488:Slalom 401:R.O.B. 283:Popeye 241:Career 163:, and 1864:1990s 1852:1980s 1665:Wired 562:(the 100:Title 62:–2017 1814:2019 1788:2019 1757:2019 1731:2019 1705:2019 1680:2019 1669:ISSN 1646:2019 1620:2019 1588:ISBN 1561:ISBN 1537:2019 1511:2019 1482:2019 1456:2019 1428:2019 1399:2019 1370:2019 1329:2019 1303:2019 1266:2015 1240:2019 1214:2019 1185:2019 1174:ISSN 1142:ISBN 1112:2019 1083:2019 1042:OCLC 1032:ISBN 1010:2019 973:2019 940:2019 901:2019 840:2019 833:Vice 803:2019 768:Sega 752:eBay 658:for 654:and 479:Rare 194:Pong 66:2017 58:1973 54:1973 1776:1up 1140:–. 1003:IGN 750:on 722:". 718:or 614:THQ 596:JVC 342:". 122:on 1876:: 1805:. 1774:. 1748:. 1722:. 1696:. 1667:. 1663:. 1637:. 1611:. 1528:. 1502:. 1490:^ 1473:. 1445:. 1419:. 1407:^ 1390:. 1378:^ 1337:^ 1320:. 1294:. 1274:^ 1257:. 1231:. 1205:. 1193:^ 1172:. 1168:. 1156:^ 1138:63 1120:^ 1103:. 1091:^ 1054:^ 1040:. 1018:^ 1001:. 981:^ 964:. 948:^ 931:. 909:^ 892:. 848:^ 831:. 811:^ 793:. 782:^ 691:, 616:, 515:. 392:. 270:. 167:. 159:, 1828:: 1816:. 1790:. 1759:. 1733:. 1707:. 1682:. 1648:. 1622:. 1596:. 1569:. 1539:. 1513:. 1484:. 1458:. 1430:. 1401:. 1372:. 1331:. 1305:. 1268:. 1242:. 1216:. 1187:. 1150:. 1114:. 1048:. 1012:. 975:. 942:. 903:. 842:. 68:) 60:)

Index

spokesperson
Nintendo of America
Nintendo Power
Howard Phillips
Facebook
Nintendo of America
Tukwila
test launch of the Nintendo Entertainment System
Nintendo Power
Microsoft
Chair Entertainment
GameDuell
electromechanical
video game
golden age of arcade video games
Pong
Atari 2600
home console
Space Invaders
arcade game
University of Washington
Seattle
The Seattle Times
Nintendo of America
Tukwila, Washington
Sky Skipper
Popeye
Donkey Kong Jr.
Mario Bros.
Donkey Kong 3

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