Marks' work drew the attention of Phil Harrison, then Vice President of Third Party Relations and Research and Development at SCEA. Soon after being promoted to Senior Vice President of Product Development at Sony Computer Entertainment Europe (SCEE) in 2000, Harrison brought Marks to the division's headquarters in London to demonstrate the technology to a number of developers. At the demonstration, Marks was joined with Ron Festejo of Psygnosis (which would later merge to become London Studio) to begin developing a software title using the technology, which would later become EyeToy: Play. Originally called the iToy (short for "interactive toy") by the London branch, the webcam was later renamed to the EyeToy by Harrison. It was first demonstrated to the public at the PlayStation Experience event in August 2002 with four minigames.
