Howard Phillips

Game Master persona and mass marketing Phillips was known as the Game Master. 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. 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. 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 constantly played new games for hours on any given day. the Super NES was being launched in America, Nintendo was on track to soon become more singularly valuable than all Hollywood movie studios combined, and there were more than 1 million Nintendo Power subscriptions bearing the celebrity of Howard Phillips.

Phillips in the mid 1990s had been in discussions with Sega of America's CEO Tom Kalinske about joining former employer Nintendo's longtime rival as their new spokesperson. While initially interested, he decided not to join Sega.

He then worked for THQ, Absolute Entertainment, and Splash Studios. In 1997, he was hired by Microsoft to be the playtest manager for the entertainment division. In 2009, he joined Chair Entertainment as a studio director.

In 2012, he launched a Kickstarter campaign to help fund a new independent project, a mobile application called Know-It-All. It was inspired by the cognitive and learning sciences behind gaming, to help people to memorize and learn information. The project did not meet its fundraising goal.

Phillips was hired as the head of game design and user experience for GameDuell in June 2015.

Personal life Howard Phillips has a wife Dayna and two daughters, Alexandra and Katherine. Some of the collection such as Nintendo brochures, advertisements, and internal memorandums, are photographed on his own Facebook display and in media articles, and some have been sold. In 2013, he sold his 1990 Nintendo World Championships package for on eBay, hoping to reach an enthusiastic collector.