Oxford graduate House joined Sony back in 1990, working in corporate communications before joining the PlayStation team in 1995. A year later, he helped launch PlayStation in the United States as VP of marketing at SCEA, and during his six-year tenure he also headed up thirdparty relations and developer support. After a stint as executive vice president, he returned to Tokyo to serve as chief marketing officer. In 2009, he became president in charge of the PlayStation business across Europe, Africa, Australia and the Middle East. That remit became global in 2011, when he succeeded Kaz Hirai as group CEO of SCE International.