 At his warehouse, Phillips excitedly discovered the Japanese import of Nintendo's new arcade-capable Famicom home video game console in mid-1983.His avid gameplay skills, intuition, and market research made him a primary advisor to the Japan-based Shigeru Miyamoto and company, on how to approach and develop the nascent American market which was suffering the disastrous 1983 video game crash.Phillips was instrumental throughout the 1985—1986 launch of the Nintendo Entertainment System (NES).