 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.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.