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PlayStation started its business through a partnership between Sony and Nintendo in the early 1990s. Initially, Nintendo proposed a joint venture with Sony to create a new drive system for the Super Nintendo Entertainment System (SNES), based on the CD-ROM format that Sony had pioneered. However, behind closed doors, Nintendo had also made a deal with Philips for a CD-ROM add-on for the SNES, leading to a public snub of Sony at the Consumer Electronics Show (CES). Despite this, Sony, under the leadership of Ken Kutaragi, continued to develop its own gaming console, the PlayStation, which was initially intended to be a CD-ROM add-on for the SNES but evolved into a standalone console. The PlayStation was officially launched in Japan in December 1994 and in North America in September 1995, marking Sony's successful entry into the video game console market.