Today on War Stories, Ars Technica is joined by Gail Tilden, the visionary marketing mind behind Nintendo of America's triumphant launch of the NES in 1985. 35 years ago, Nintendo knew they had a winner on their hands with the revolutionary Nintendo Entertainment System. However, following the early-1980’s collapse of the U.S. video game market, skeptical retailers and consumers alike would prove a difficult obstacle in bringing their product to the masses. Learn surprising details about the ups and downs Gail and her band of colleagues overcame in making the NES the cultural icon it is today, the methodology and partnerships that went into convincing doubtful retailers, and how Nintendo ultimately persuaded millions of families to open their living rooms to more than "just the next fad." If Gail's interviews for "High Score" on Netflix left you wanting more, this episode has you covered.