Reeves joined SCEE in 1995, initially managing several regional offices and helping launch the original PlayStation in Europe. In 1999 he moved to the UK to become senior vice president for sales and marketing before the launch of the PlayStation 2. After such successes, Reeves was named president of SCEE in 2005 then CEO two years later.

Stepping into Reeve's shoes as president and CEO will be Andrew House, former chief marketing officer of Sony Corporation, who has been with Sony since 1990 and led the marketing strategies for the PlayStation, PS2 and PSP in America.

House steps up with a very businesss-like statement of "I'm delighted to return to the PlayStation fold and excited to take on this new challenge", while Reeves steps out with a jubilant yet slightly sinister "I am going to spend my time now trying to repay society for all I have taken from it. If your children are... wondering why their ski instructor is very elderly... or the social worker keeps bringing you PSP games, then it could just be me!"