Video gamers loved calling in to Nintendo's hotline in the '80s to beat tough levels. That is, until the phone bill arrived

Whether it’s PUBG or Fortnite, every game today has a cheat code. If that doesn’t work, there are tutorials to make your way to the top. The 80s and 90s looked a little different. According to Nintendo Life, Keith Pullin, a then-18-year-old, was featured as what was called a “Games Counsellor” in 1990. After seeing an advertisement in the Portsmouth Evening News for “Video Enthusiasts,” he joined five others to form the very first Official Nintendo Hotline in the UK. It was also known as the "Nintendo Power Hotline," according to Game Informer.

Seated at the headquarters in Fareham Heights industrial estate, the teen had one job — to be on the hotline and play video games while assisting other players to win. He, along with other fellow games counsellors, was the reason for racking up telephone bills so high that they had little gamers praying their parents never looked at it.  

This business strategy started first in the United States, according to Games Informer. In 1987, the Nintendo Power Hotline was created, where players had to dial the number to request help if stuck at any level in the game. Kyle Hudson, one of the counselors, recalled how his friend influenced him to join. “Jeff sold it to me like, ‘Hey, we’re gonna sit in a cubicle and play games all day and answer phone calls.’” With a Nintendo Entertainment System plugged in, a telephone, and an ashtray, these counselors were trained to assist players. Mike Hayes, then Managing Director of Nintendo UK, noted how the UK and other countries adapted to the idea after it flourished in the US.

Back then, the criteria for an interview were simple. It only asked that the person come to work the shift reliably and have a passion for video games. With training, they learned and played a variety of games before they went live. Once they got in touch with the players, it was like an entirely different world. At around 100 calls per shift, the questions were limitless. Former counselor Caesar Filori recalled, “Instead of just answering one very simple question about Legend of Zelda, maybe you have to list all of the treasures in all of the dungeons in both quests.” A few other asks included, “How do you get to the minus world in Mario? How many coins do you need for an extra life? They just wanted to make sure you actually knew the games inside and out, and the mechanics and how to beat the bosses.”

According to VICE, it cost $1.50 per minute on the call with a counselor, and it had players hoping their parents didn’t check the bills. Because it was all worth it. Pullin recalled a conversation a frantic gamer called while playing Super Mario Bros. "This is a bit embarrassing, really, there’s a dragon, and it’s breathing fire, and I can’t get past it, and I don’t know what to do,” he said. Pullin easily asked him to “shoot with fire or sprint from underneath.” Ben Gunstone, another hotline supervisor, recalled, “One of my regular callers was an elderly lady who needed help with Super Mario World. She ended up being in the Sun newspaper as the oldest person in the UK to complete the game.” 

Sam Hosier III, another former counselor, recalled the center completing 28 million calls around 1997. And each of these gamers received their due recognition. In the then-monthly magazine, “Nintendo Power,” which features a Counselor’s section, giving information, scores, and other details about the counselors. Even fans, young and old, wrote to the magazine, with drawings, questions, tricks, and more, adding to the world of gaming. The system shut down in 2005 with technology replacing the counselors but it had already helped millions of gaming enthusiasts. To many, it opened up avenues and career possibilities in gaming. To others, just having someone to understand that jargon and take the game seriously meant a lot. Many, like Hudson, had a long and flourishing career with Nintendo, all thanks to this simple call. 

According to data from Statista, Nintendo's revenue was over 11 billion dollars. The Nintendo Switch entered the market in 2017 and has since sold around 143 million consoles. It has been the best-selling product from its launch until 2022. In 2025, the Nintendo Switch 2 banked 3.5 million units within 4 days. There’s a clear connection and passion for more than just a hobby. And you can tell why, it stems from such a rich interactive history. 

Stephen Reese shared how those few dollars and cents gave more than just gaming tricks. The Nintendo fan who now runs the Art of Nintendo Power Education Exhibit said, “It really was a friend for a lot of these kids. Specifically, a friend who spoke their language, who knew what they were talking about, who loved games as much as they did, and was able to articulate that back.” And he knows, he too once curiously called the helpline when he was 7. “These were the only adults in my life who were not openly mocking something that I love more than anything,” he added. 

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