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Nintendo America’s Reggie Fils-Aime To Retire: Doug Bowser Named New President

After more than 15 notable years at Nintendo of America, and nearly 13 as its President and COO, Reggie Fils-Aime will retire. His last day with Nintendo will be April 15. Doug Bowser, NOA’s current Senior Vice President of Sales and Marketing, will then succeed Reggie as President of Nintendo of America.

“I really appreciate everything Reggie has done for Nintendo,” said Shuntaro Furukawa, President of Nintendo Co., Ltd. “Inside and outside our company, Reggie is known as an exceptional leader. We are grateful that he is leaving the business in good shape with strong momentum. While we will miss him and we wish him the very best in his retirement, we are also pleased to have such an able successor ready to step into that role. Doug Bowser and the rest of the team will ensure a seamless transition and continued momentum for Nintendo.”

“Nintendo owns a part of my heart forever,” Fils-Aime said. “It’s a part that is filled with gratitude – for the incredibly talented people I’ve worked with, for the opportunity to represent such a wonderful brand, and most of all, to feel like a member of the world’s most positive and enduring gamer community. As I look forward to departing in both good health and good humor, this is not ‘game over’ for me, but instead ‘leveling up’ to more time with my wife, family and friends.”

“It has been my great fortune to work with and be mentored by Reggie for four years at Nintendo of America,” Bowser said. “And rest assured, we will continue to build on his work to evolve and expand our brand, furthering Nintendo’s global mission of creating smiles. There are millions more of those to come.”

Fils-Aime started at Nintendo of America in 2003 as its Executive Vice President of Sales and Marketing and became its President and COO in May 2006. His time with Nintendo began during the Nintendo GameCube and Game Boy Advance era. His leadership of Nintendo’s largest territory expanded the audience for Nintendo products as phenomena like NintendogsBrain AgeWii Sports and Wii Fit brought millions of new players to the world of video games. Fils-Aime’s management led to record-breaking sales for products like the Nintendo DS, Wii, Nintendo 3DS and Nintendo Switch systems. At the same time, he communicated innovative new product features to a mass audience via his strong and affable personality, making him a favorite of media, members of the video game industry and Nintendo fans alike.

During his tenure, Nintendo of America has expanded its physical presence in the U.S., having established a key sales and marketing office in Redwood City, California, and built a new NOA headquarters in Redmond, Washington, that has received awards for its environmentally friendly design.

Bowser is an industry veteran who joined NOA in May 2015 as the Vice President of Sales before being promoted to Senior Vice President of Sales and Marketing the next year. During his time at NOA, Bowser led the sales and marketing efforts for Nintendo Switch, which became the fastest-selling video game system of this hardware generation through 21 months, according to The NPD Group. Previously, Bowser was an executive with industry powerhouse Electronic Arts, most recently as the company’s Vice President of Global Business Planning. He also worked at Procter & Gamble in various sales leadership roles in Asia, Latin America and the U.S.

Here’s a special message from the one and only, Reggie Fils-Aime:

Source: Nintendo of America

108 thoughts on “Nintendo America’s Reggie Fils-Aime To Retire: Doug Bowser Named New President”

  1. Wow, the end of an era. I’ll never forget the way he introduced himself all those years ago “kicking ass and taking names”. We’d never heard anything like that from anyone at Nintendo and it was pretty awesome.

    1. Yeah, it was an epic speech.

      A huge thumbs up to this man for the great contributions he’s made for Nintendo.

      It’s sad to see him go.

      It reminds me of what I felt when Damon Baker left.

      Nintendo will continue producing awesome games even if one of its talents are now committed to only kick ass and take names.


      I’m not sure but why do I have a feeling that he’s going to kick ass, take names, and make games for Microsoft.

  2. It seems so soon with the success of the Switch and all being as amazing as it is. I’m a little sad, but I’m happy that he gets to spend even more time with his family and friends and video games.

  3. Waw, that’s pretty sad news man, he was part of the Nintendo image.

    oh well he doesn’t produce anything so bye.

    Go enjoy your vacation we have Miyamoto

  4. Reggie was great and it’s truly sad to see such a likable figurehead leave the scene. That being said…

    How great is it that a guy with the last name BOWSER is the new president of Nintendo of America? It’s great! Well, for us. For Mario,

    it’s a nightmare.

  5. Nintendo is dead! Bowser is taking over Nintendo and Mario is No. 2.

    I’m sad Reggie is leaving but he worked hard for a long time to make us happy. I’m hoping Bowser will fill the Reggie-shaped hole in our hearts

  6. Reggie will be missed for sure. He brought a lot of energy to all the presentations he was apart of. Can’t wait to see how Bowser takes over the role though.

        1. Hmmmm. He did say something like not caring about power but the games. However if that’s the case why didnt he tell the developers to Make games immediately? Why sit there allowing them to take a break for 8 to 10 years then? There is no excuses on why Wii U couldn’t get two Pikmin tittles. Switch should had been on Pikmin 5.

          1. I don’t know which developers you’re talking about but I understand the long wait for new Pikmin games but you can same the same for F-Zero since the series has stopped on the GC era while Pikmin has stopped in the Wii U era for now. We always know that Nintendo wants to be innovative with new releases and that’s why making a game from Nintendo takes time but that doesn’t mean the Pikmin series is dead

              1. Ok this one I have to give 50% right to Nintendo and a 50% right to people.
                From the side of Nintendo I said that the game is underrated because people saw it as another Star Fox 64 game, which in some part it’s true, but it gives to you new ways to play a Star Fox with the Arwing, the Walker etc. Star Fox Zero came with Star Fox Guard which, to me, it’s a really fun game but it is overshadow because people talked bad about the main game. On the side of people I agree with the problem of motion control be the only input way to play the game. I think giving the option to play the game with or without the motion controls I think the game wouldn’t be considered bad but we have also consider the poor sales of the Wii U.

                1. The thing wasn’t the game itself. It was more that we already knew of Star Fox before the E3, and E3 was build around that game more or less. Some talk about some Skylanders DK and Bowser Amiibo stuff as well if I remember correctly. It wasn’t a good presentation either way.

                  I liked the Star Fox Zero. I even made a videoreview of it, and I rarely do that with games at all.

  7. Never really liked how he represented Nintendo, to be honest. You could even say I strongly disliked it a lot of times.
    But it’s still sort of sad to see him go, no matter how I feel about the things he’s said and done. Wishing him the best.

    That being said, I’ll be looking forward to see how the new president’s gonna do and how this change will affect Nintendo in the future.

      1. I don’t see how that statement indicates any sarcasm, but I’ll take it as such if you say it was, of course.
        But if you did expect some kind of serious answer still, what Ridley said was pretty accurate. There definitely are things I like about Nintendo and the things they do, but unfortunately, there have been a lot of things I did not like, that’s for sure.

  8. How did Reggie retire before Miyamoto?
    Miyamoto has lost his touch and is better off training new developers… I will never forgive him for Star Fox Zero.
    Reggie though… I will always remember him as the guy that saved Non-Japanese Nintendo fans from Captain Rainbow and Disaster Day of Crisis (or something like that).

    We’ll miss you Reggie.

    I hope Miyamoto retires next.

    1. As long as it takes for him to make games 8 to 10 years apart, I thought he already retired. Pikmin 3 is 7 years old now. Where is Pikmin 4 at? I must go to pay $400 for the next console.

    2. Star Fox Zero is an amazing game. Learn to play vidya games, ya knoob. Were da conwls to hawd to master for itty bitty baby? Awwww.

      1. Or you can learn that some people hated the gimmicky controls for Star Fox Zero or that some people felt the Paper Mario games after Super Paper Mario were crap. Always gotta be that one dipshit that liked something others didn’t & has to trash those for not liking the same things. You can like things just as long as you don’t personally trash others for not liking those things.

  9. Wow, all these well wishes and sad goodbyes. Isn’t this the My Nintendo News that always shouted for his head? That called for him to be fired?
    Well, I too wish him well. And I’m rather interested to see how well Bowser does as president.

  10. Why can’t a replace President think of showing teasers of AAA games at Nintendo Directs. Like Luigi’s Mansion 3, Pikmin 4, Pokemon, Bayonetta 3? Not game play just some 10 second teasers. Car manufacturers show teasers of future cars why cant Nintendo show off tessers of video games?

    1. It’s possible that under the management of Shuntaro Furukawa we could see Nintendo hiring people to create more teams to have games like Pikmin, DK 64 and Metroid Prime have more sequels without having to wait 5 to 10 years.

    2. I know how you feel. I have been wanting many years for a sequel of DK 64. Since this new president have the thinking that the players and costumers must be given what they want, I can see franchises and games that haven’t had a sequel, having them as time goes on.

      Already Mario Party has been restored with Super Mario Party and Mario Tennis Aces has also been an improved, which are signs that they are listening to what the players want. Let’s remain hopeful 👍

    1. You right. They didnt make Metroid Immediately they dodnt make Pikmin 4 immediately . They didnt make animal crossing immediately. They didnt make Luigi Mansion 3 immediately. You right what the hell are they doing with our money?

      1. timeandplaceforeverything

        Yes why they didn’t release sequels to all of their games on the first year of Switch, or even better IMMEDIATELY! Making good/great games usually takes lot of time and effort and they have to space them out. I agree that they should hire more developers, make up, buy out some development teams to speed up the process but still you are being pretty unreasonable here. Those games come when they are ready, when the time is ripe for them. How about being thankful for all the good games we have got and will get instead of whining.

      2. Do they need to hire developers? Because they dont seem to have issues making a Mario Tennis or Mario Party tittles immediately. Where we at now Mario Party 10?

        They released a Mario Tennis game on Wii U and a complete new Tennis game on Switch. But they cant make Pikmin 4? Get real

  11. Ok reggie, peace and out.
    Thanks for all the good u did for Nintendo.
    So can I now have that Samus pin badge and t shirt that you no longer need! Lol!

  12. That’s crazy. Let’s see starfox, starfox 64, starfox assult and Starfox on Wii U.

    So as old as Starfox is, Nintendo only has 4 games?
    Pikmin is 17 years old and only 3 Pikmin tittles.
    Animal crossing is 16 years old and only 2 Animal crossing games
    So if Reggie is the president why dodnt he force these developers to make games immediately?

    1. Becuase he doesnt have the power to, becuase he isnt the president of Nintendo, just there North American Division and they dont make games. He was in charge of the American division of a Japanese company.

  13. Great message by Reggie. I’m sad to see him go. He’ll be missed…

    We hadn’t see much of him in public since the new President took over. He was no longer a part of the Nintendo Direct. I wonder if that had anything to do with his decision to move on.

    1. You got time to chat on here. So where the games like Pikmin 4 you said back in 2015? You think because you want to take 8 year breaks it is fair for fans to have to pay $400 for a new sequel? I want to pay $59.99 for Pikmin 4. Why should I have to pay $400 for a sequel because you developers want to take 8 to 10 year breaks?


    But seriously, though. I didn’t like how he was leading the company for the most part or how he could be pretty passive-aggressive at times toward the competition, but he definitely seemed like a great, nice guy when he did make appearances and he actually looked like he was having fun. And for the good he did do for the company, thank you for that.

    Now. I wonder how many people will decry Doug Bowser taking over as NoA’s president since he was, at one point, an EA guy and think he might be a double agent or some such nonsense.

      1. I’m not worried. EA might be crap but I’m sure most of the individuals that work there are great people; it’s mostly the guys at the top that are the problem and Doug Bowser had to answer to those people when he use to work there.

    1. He is?

      I have a baaaad feeling about this. As much as I wanted Reggie out, I’m afraid to say I’ll be begging to have him back if NoA gets even worse under Bowser. Of course, we have no idea what will happen at this point in time…

      1. Was. While EA is crap, I don’t think they are so bad to the point they’d actually send one of their own into another company to destroy it from the inside. Especially when Nintendo is more than capable of doing it themselves. lol

  15. I’m sorry guys. This is actually fantastic news..this guy is the most contrived Nintendo spokes person I’ve ever seen. Look back over his announcements, interviews whatever. Nothing ever came from his heart. It was all a very well rehearsed, albeit, poor speech. As far as I’m concerned I’ve seen better heads on spots

  16. I’m really happy for him! He’s been great being the face of Nintendo of America for so long, and he deserves this, honestly.

    Also, I had joked about Doug Bowser becoming the president of NoA before, but I didn’t think it would actually happen.

  17. This is a sad moment for me. First, Satoru Iwata passes away, and the Nintendo Directs were never very exciting or entertaining anymore. Now the Regginater is retiring? Why? He’s not even old enough to retire. He’s only 57. His body is still ready. Man, Nintendo will never feel the same again. The only good thing about him retiring is that his successor is named “Bowser”. I can only imagine how much teasing he’s had to deal with. What bothers me the most is that I’ve never even heard of this guy until now. It’s almost as if someone from Microsoft etc. came and took over.

    1. He is a former EA employee so yeah… You can imagine where this might be going.

      The irony will be if he ends up being the opposite.

  18. Diug Bowser’s first coirse of action as new President is localizing a beloved 2006 GBA game fans have been requesting to be released outside Japan. A game where every other installment has been released except this one game. A game that has representation in Smash.

    I am talking, of course, about Rhythm Tengoku, which has three songs in Smash Ultimate.

    Oh, and I guess Mother 3 would be pretty cool too.

  19. While I didn’t really like him as Prez of NoA, I like him as a person. Mostly.

    Fare be well, Reggie. Good luck in whatever you do in the future, and let’s hope the only thing your successor shares with Mario’s arch-nemesis is the name.

  20. If I was a game developer unlike the rest who take 5 year breaks, I would be working on sequels immediately. That way my fans only have to pay $400 every 3 sequels. GameCube had 2 Mario Karts
    Now you have to pay $400 for every new Mario Kart because the developers want 7 year breaks.

  21. Now why is it developers can make tittles immediately like Mario Tennis, Mario Party and Ubisoft can make Let’s Dance? Why cant they make Rayman Legends 2, Mario Rabbids 2 though? EA can make NBA sports titles immediately. Comes to show you developers choose what games they want to make immediately and what games they don’t. Developers are a joke these days.

    1. Let me start by saying I understand your frustration with the lack of sequels for beloved franchises. Earthbound is my favorite RPG ever, I still have never had a localized version of the original (NES) or the Sequel (GBA). Earthbound however, is a tricky series since its humor is based on relevancy and such. Makes it hard to come up with new ideas that will stick.

      That being said there are two logical reasons why a game like Pikmin 4 or a new Starfox isn’t being worked on currently or if it is, not being pushed out as fast.

      1. The profit margin isn’t there. I would imagine that putting a fresh coat of paint on a game like Mario Tennis, or Mario Party, with less development actually needed, is far more profitable in the short term than putting time and effort into a series that will sell less games. As good as the Pikmin series has been, Pikmin 3 managed to move only 1.2 million units compared to Mario Party that sold over 2 million. From a business perspective Nintendo is releasing the games that sell better and are easier to develop more frequently. In the end I can’t fault any business for make sound business decisions.

      2. Sequels aren’t as easy to create as they used to be. Back in the days of the NES and even through the Playstation era, a company could realistically spit out sequels every year since the formula from one game to the next hardly changed at all. Nowadays fans and gamers are more finicky and many are unhappy when a game is released without adding anything significant to the series. So, a game like Pikmin, may take longer to develop a sequel for since the formula is getting stale. Thats why Nintendo releases games like Pikmin on the 3DS, change up the formula and keep franchise fans interested while they work on the next big thing.

      Lastly what some of the other readers have said is true. Reggie had little to nothing to do with development since very little development happens stateside. Quality Assurance stuff mostly. His job more or less was to find the best way to communicate Nintendo’s offerings to the U.S. and increase sales/profits. As well as communicate what the U.S. markets interests and buying habits were back to Japan. At which I think he did a great job.

      P.S. Ubisoft has been notoriously bad at developing games people want but thats another story all together. If we start looking at this from a developer to developer case we could be here for a year :)

  22. Splatoon 3? Why do we have to fork over $400 bucks per Splatoon? Splatoon isnt even using the max out the console in graphics But you got to pay 400 bucks per sequel. Why cant we just pay 400 bucks every 2 sequels?

  23. I liked Reggie memes a lot back at WiiU era, WiiU was not succeful but I quite enjoyed Nintendo E3s and Directs so much because of him and Iwata..
    Let us never forget that Smash Bros 2014 E3 with both of them fighting, that was brilliant.

  24. The fynny thing is that Reggie was more popular than Mr Shibata Satoru (CEO of nintendo Europe) or the new bloke Mr Koji Miyake (did we even hear from him?????). He was that popular that even some of my friends did believe he was the CEO of Nintendo Europe o_o.

    The “worrying” thing is that we lost the last member of the nintendo’s triumvera (bear in mind Mr Myamoto is semi-retired)

    Anyway if I am 57 yo and I have the possibility to retire, especially if I feel I did not have the chance to see my children growing I will take that opportunity with both hands.

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