When Nintendo of America’s Reggie Fils-Aimé initially announced he was retiring, the Nintendo gaming community were beside themselves. The man behind so many memes who connected with gamers was finally stepping down. But Nintendo of America found the perfectly-named person to replace Reggie: Doug Bowser. With a name like that, it’s clear he was meant to helm the ship for the brand.
Now, Doug Bowser is retiring as president and chief operating officer on December 31, 2025. Bowser has spent over a decade in multiple leadership positions with Nintendo of America and will be succeeded by Devon Pritchard. While she doesn’t have as fitting a name for Nintendo, Pritchard is a 19-year industry veteran and has been a longstanding member of Nintendo of America’s leadership team. Interestingly, Satoru Shibata will join Nintendo of America as CEO while continuing his roles as managing executive officer, corporate director, and a member of Nintendo’s board. Pritchard’s promotion will also have her joining the board of directors, and she will become an NCL executive officer.
Bowser’s tenure saw the Switch console reach astounding heights, although some of that can be attributed to a worldwide pandemic that he didn’t cause. Still, the Switch has gone on to sell over 153 million units, and its successor, the Switch 2, is off to a hot start, moving nearly six million units in its first month. More importantly, Bowser also contributed to the brand’s expansion in the U.S., with theme parks at Universal Studios and the wildly successful Super Mario Bros. Movie.
As for Pritchard, she’s held executive positions in marketing, business affairs, and publisher relations. She currently serves as executive vice president of revenue, marketing, and consumer experience.
“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” said Bowser. “Since that time, all things Nintendo have continued to be a passion for both me and my family. Leading Nintendo of America has been the honor of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers.”