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Nintendo of America is preparing for a major leadership transition. Doug Bowser, who has served as president and COO since 2019, will officially retire from his role on December 31, 2025. His departure marks the end of a chapter defined by steady stewardship during one of Nintendo’s most transformative periods—and the beginning of a new era under Devon Pritchard.
From Reggie to Bowser: A Legacy of Leadership
When Bowser succeeded Reggie Fils-Aimé in April 2019, the gaming world couldn’t resist the irony of his name. The man called Bowser—sharing a moniker with Mario’s greatest nemesis—was suddenly the face of Nintendo in the Americas. But beyond the jokes, Bowser’s tenure was marked by stability, growth, and a focus on consumer experience.
He guided Nintendo of America through:
- The late-stage dominance of the Nintendo Switch.
- The challenges of global supply chain disruptions.
- The cultural shift toward hybrid work and digital-first engagement.
- The early rollout of Nintendo’s next-generation hardware strategy.
Reflecting on his time, Bowser described leading Nintendo of America as “the honor of a lifetime”, emphasizing both the business results achieved and the joy delivered to fans.
Enter Devon Pritchard: A Veteran With Vision
Taking the reins will be Devon Pritchard, a 19-year Nintendo veteran who currently serves as executive vice president of revenue, marketing, and consumer experience. Her promotion is more than a passing of the torch—it’s a recognition of her long-standing influence on Nintendo’s brand strategy and consumer outreach.
Pritchard will not only become president and COO of Nintendo of America but will also:
- Join the NOA Board of Directors.
- Serve as an NCL (Nintendo Co., Ltd.) Executive Officer.
In her own statement, Pritchard expressed excitement and humility, crediting Bowser as a mentor while pledging to continue Nintendo’s mission of “surprising and delighting our longtime fans, while welcoming new players into the Nintendo family.”
A Global Perspective: Shibata Joins the Picture
Another key piece of this leadership puzzle is Satoru Shibata, the former president of Nintendo of Europe and a respected figure within the company’s Japanese leadership. Shibata will join Nintendo of America as CEO while continuing his executive roles at NCL. His presence ensures a direct bridge between Kyoto and Redmond, strengthening alignment across global markets.
For fans and industry watchers, this leadership shuffle signals continuity rather than disruption. Nintendo has always emphasized internal promotion and long-term stewardship, and Pritchard’s appointment reflects that philosophy. With the Switch 2 already breaking records and Nintendo’s IP stronger than ever across games, film, and merchandise, the company is positioning itself for another decade of cultural dominance.
Still, leadership transitions often bring subtle shifts in tone and strategy. Under Pritchard, we may see:
- A stronger emphasis on consumer experience and accessibility.
- Expanded marketing campaigns that bridge traditional and digital platforms.
- Continued focus on broadening Nintendo’s audience beyond core gamers.
Doug Bowser’s retirement is both the end of an era and a reminder of Nintendo’s unique corporate culture—one that values legacy, mentorship, and long-term vision. As Devon Pritchard steps into the spotlight, she inherits not just a thriving business but also the responsibility of carrying forward Nintendo’s mission: creating smiles through play.
For fans, the message is clear: the faces may change, but the heart of Nintendo remains the same.
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