Nintendo of America Inc. (NOA) today announced that Doug Bowser will retire as President and Chief Operating Officer on December 31, 2025, after more than a decade in multiple leadership positions. He will be succeeded by Devon Pritchard, a 19-year veteran of the video game industry and long-standing member of the NOA leadership team. In addition, Satoru Shibata will join NOA as Chief Executive Officer, while continuing his roles as Managing Executive Officer and Corporate Director, Member of the Board at Nintendo Co., Ltd. (NCL). Pritchard will also join the NOA Board of Directors and become an NCL Executive Officer.
Bowser’s distinguished tenure includes delivering on the promise of the Nintendo Switch system to change the way people play video games and bring new experiences to a broad range of consumers. Earlier this year, he expanded on that mission when he oversaw the launch of Nintendo Switch 2 in the Americas and helped establish the system as the best-selling video game console of all time in its initial sales period.
Also, during his time with Nintendo, the company saw significant expansion into entertainment ventures such as theme parks and films, all with the goal of giving more people more opportunities to engage with Nintendo’s characters and worlds.
“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.”
“Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself,” Bowser continued. “She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”
Pritchard has held executive positions in Marketing, Business Affairs, and Publisher Relations, and currently serves as NOA’s Executive Vice President of Revenue, Marketing and Consumer Experience. Putting Nintendo fans at the top of her agenda, Pritchard plans to build on the many experiences that allow consumers to connect with Nintendo’s characters and worlds, from video games to entertainment to retail experiences.
“I am humbled and excited to take on this new role,” said Pritchard. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish. With characters and worlds that offer something for everyone, my focus will be continuing to build on Nintendo’s legacy of surprising and delighting our longtime fans, while at the same time welcoming new players into the Nintendo family.”
NCL President Shuntaro Furukawa thanked Bowser for his contributions. “During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo. I would like to express my gratitude for his strong efforts. Devon, who will become the next president, has also made many contributions to Nintendo over the years. I am confident that, like Doug, Devon will continue to support Nintendo’s important mission of creating smiles.”
Well that was quick. But who can blame him? I would quit too if everyone compared me to a video game villain.
What?! Now that was unexpected.
Come to think of it, It seems like it was too soon after he been the company president for almost 6 years.
I imagine this comment section is going to be “interesting”.
Why? Is she woke?
Congratulations to Devon Pritchard! In 2026, I wish Mrs. Pritchard the best of luck in leading Nintendo of America into the future and beyond.
Good riddance, he us probably behind slot of the negative things currently wrong at nintendo. Mr. President of EA. I hope the new President is better.
I have suddenly a really bad feeling.
Me too.
Pretty soon for retirement compared to Reggie. I wonder what the reason was, if it had anything to do with the current trajectory for Switch 2. He’s not that old, maybe a bit older than when Reggie retired, but it is something I’ve noted. Other than that, It will be interesting to have a female figure from now on as the president.
Retiring already as the US company president after being the president for nearly 6 years? That was too quick but I can’t blame him on why is he retiring at the company president. I really enjoy his leadership and trying to strengthen the company’s legacy and hardships.
What??? Mr wx EA has done nothing good, and fired their customer support line. So long gay Bowser!
Shortly after he gutted the customer support line? Couldn’t he at least have kept it intact if he was leaving so soon? Ffs.
Totally! Doug the douche
Bring back Reggie!
And tell him to give us Mother 3
Didn’t Reggie refuse to localize Xenoblade because it was “too Japanese” along with some other games? I honestly don’t understand the love for him, he was a bit problematic too.
Xenoblade Chronicles was localized while Reggie was president.
Under Nintendo of Europe. Reggie was president of Nintendo of America.
Sounds like your splitting hairs. It was released in NoA. I really doubt there’s many games that localize in American English AND European English separately.
Nintendo of Europe wouldn’t have had to step in if Reggie deemed it too risky for their resources. Look it up.
I don’t need to look up a baseless rumor. Reality speaks for itself. Xenoblade Chronicles was released in NoA under Reggie. He obviously did not block it from being released.
Maybe I should clarify something, my original comment was just memeing. I don’t think it’s Reggie’s fault at all that Mother 3 hasn’t been localized. That was never his decision. This Xenoblade thing is just an extension of that same idea… which is even more ridiculous since the games actually released in NoA and Mother 3 didn’t.
It’s not a baseless rumor. If obvious you’re going to continue sticking your head up your ass and deny anything I say, so this conversation is pointless.
I was alive during Operation Rainfall. I don’t need to research. Nothing was ever said about Reggie not wanting Xenoblade. It was just baseless conjecture like him hating Mother 3.
Now, if you want to provide a quote or source that confirms that Reggie didn’t want Xenoblade localized, then by all means provide it. But I don’t need to revisit old internet gossip and heresay… especially since it actually released in NoA. You might as well claim that Miyamoto blocked Pikmin 4 from releasing or something.
Here’s how it went down. NoA saw Xenoblade as risky. NoE had to translate. If NoE didn’t translate, it wouldn’t have been in the western market at all. That’s what happened, and I’m not responding anymore.
By that logic, NoA didn’t want Xenoblade 2 and 3 also since they were localized by NoE. I guess the only Xenoblade NoA wanted was Xenoblade X since that was the one they localized, right?
Come on. What are we doing here? I’m at least glad you’re not going to respond anymore.
He was more consumer friendly and more down to earth with the fans, that’s why I like Reggie. It’s been said many times but him demanding to include Wii sport as a bundle with the console was such a win for Nintendo fans and Nintendo as a company. The Wii U 3ds days are by far my favorite Nintendo generation so I’m very biased but for a good reason I think.
I’d say he was a mixed bag. Some good decisions and some bad. During the Wii era he wasn’t willing to give titles that he saw as niche a chance though.
THANK THE F’ING HEAVENS!!!!!!
Was about to say at least the EA guy is gone but if the new president is a woman things are about to go from bad to worse
The tree house won
Very sexist of you.
Someone said this new president might be Nintendo’s Kathleen Kennedy, hoping that’s not the case.
You guys, if you want to be bigots, then use your words. Saying something is “woke” is such a meaningless statement. Woke has been bastardized into meaning anything the far right doesn’t like. Elaborate on your ignorant takes or keep them to yourself.
Well said.
Should we be like the far left and just assassinate people we don’t like?
You mean like when an attempt was made on Pelosi’s husband and a certain somebody made a joke about it?
No, you could be like the centre left and be kind and accepting.
I don’t condone mocking of either circumstance. Joshua was implying that it’s just a far left thing.
RIP Melissa Hortman and her husband, shot by a MAGA dude in June, this year, he also shot 2 other people and a dog. Educate yourself before you blame things on one side
So long, gay bowser.
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Sounds like he got fired and is just using the “retired” thing a cover up
Something seems weird here? Like he was barely in the role and now he’s gone did they hate him that much? Also if these is a Japan focused direction I don’t think she’ll be here long. Feels like the Japanese don’t like him only thing that would make this better is if Nintendo stopped its movie garbage and deals.
inb4 NOA becomes more woke than it already is
Ridiculous statement.
Using the word woke means you’ve outed yourself as a simpleton. Does the president of NOA need a penis to do their job? Stop bringing politics into a simple change of personnel
zeldakitsch – Well said.
Rumor has it he’s not retiring, he’s just being promoted to main line cook at McDonald’s!