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 R.O.B. toy robot which was key to the NES launch success. 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 tenure. Game Master persona and mass marketing 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 toll-free telephone number, where callers could ask Nintendo employees for help with gameplay. In late 1987, he and marketer Gail Tilden consolidated and expanded this expensive practice into mass media form by creating the free-of-charge Nintendo Fun Club of which he was the President, and whose members received the complimentary Nintendo Fun Club News. The modest but energetic newsletter achieved 600,000 subscribers, and its seventh and final issue is dated July 1988. The Nintendo Fun Club and the Nintendo Fun Club News were canceled in favor of the much more expansive Nintendo Power 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 additional roles and regular flights to Japan. Nintendo Power features the Howard and Nester comic strip 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 spokesperson, and advocate for the American gaming community. He said this: Game development Phillips was executive producer of all second-party games from Nintendo's partners such as Rare, where he and developers Tim and Chris Stamper yielded Slalom (1987), R.C. Pro-Am (1988),