This paper deals with a case study on a strategic partnership between a new high-tech service called IPTV and a game console. In year 2007, KT, Korea’s leading telco that embarked IPTV service as a follower, is searching for a high-feature alternative of set-top boxes to differentiate itself from competitors. On the other hand, Sony, the world-class leader of game industry, was also contacting many telecommunication companies to extend their business. Is it truly appropriate for them to make alliances in this manner? Will both of them succeed in achieving their own goals? Using a game console as a set-top box may catapult KT’s position in IPTV industry. But nobody knows how much uncertainty lies in both technology and marketing perspectives. To make this attempt successful, one needs to carefully consider business dynamics, market readiness, etc. In this case analysis, authors describe most issues that are relevant to make such a critical decision. This case is a very instructive and useful one because it deals with many important topics in high-tech marketing area.