Doug Bowser Retires as Nintendo of America President: Leadership Transition Ushers in New Era
Nintendo of America, the North American division of the iconic Japanese gaming company Nintendo, has entered a new chapter in its executive leadership.
As of the end of 2025, Doug Bowser, who has served as President since 2019, has officially retired from his position.
Bowser’s tenure saw the continued success of the Nintendo Switch, the launch of major titles like "Animal Crossing: New Horizons" and "The Legend of Zelda: Tears of the Kingdom," as well as momentous Nintendo Direct broadcasts that kept fans engaged and the eShop stocked with fresh content. Bowser bid farewell to employees and Nintendo fans in a statement posted on social media.
In his message, Doug Bowser, who shares his surname with Mario’s famed nemesis, reflected on his time at Nintendo and expressed gratitude for the opportunity to help shape the gaming industry.
He conveyed appreciation for the dedication of the Nintendo of America team and the passion of players worldwide, underscoring the innovation and joy that underpin the company’s philosophy. The leadership transition was initially announced earlier this year.
Now, Bowser is succeeded by Devon Pritchard, a veteran of the video game industry with nearly two decades of experience at Nintendo of America.
Pritchard’s notable contributions include leadership roles across sales, marketing, and business development, positioning her as a key driver of the company’s continued growth in the competitive gaming landscape. Pritchard will also be promoted to the Nintendo of America Board of Directors and will assume the role of NCL Executive Officer, reinforcing her influence on both North American and global strategies.
Alongside her appointment, Satoru Shibata, a longstanding member of Nintendo’s leadership and the current Managing Executive Officer and Corporate Director at Nintendo Co., Ltd.
(NCL), will take on the additional role of Chief Executive Officer for Nintendo of America.
These changes ensure strategic continuity and signal Nintendo’s commitment to maintaining its momentum within the evolving gaming market. Under Bowser’s leadership, Nintendo of America achieved significant milestones, including the Nintendo Switch surpassing 125 million units in sales worldwide and a revitalized presence in digital distribution via the Nintendo eShop.
The company’s engagement with its fan base was further amplified through frequent Nintendo Direct presentations, which became a cornerstone for revealing forthcoming hits and system updates. With Devon Pritchard and Satoru Shibata at the helm, Nintendo fans and industry observers anticipate steady leadership as Nintendo prepares for its next generation of hardware and software innovations.
As the company bids farewell to Doug Bowser, his legacy as a steady hand during a period of rapid transformation will continue to shape Nintendo of America’s trajectory for years to come.
As of the end of 2025, Doug Bowser, who has served as President since 2019, has officially retired from his position.
Bowser’s tenure saw the continued success of the Nintendo Switch, the launch of major titles like "Animal Crossing: New Horizons" and "The Legend of Zelda: Tears of the Kingdom," as well as momentous Nintendo Direct broadcasts that kept fans engaged and the eShop stocked with fresh content. Bowser bid farewell to employees and Nintendo fans in a statement posted on social media.
In his message, Doug Bowser, who shares his surname with Mario’s famed nemesis, reflected on his time at Nintendo and expressed gratitude for the opportunity to help shape the gaming industry.
He conveyed appreciation for the dedication of the Nintendo of America team and the passion of players worldwide, underscoring the innovation and joy that underpin the company’s philosophy. The leadership transition was initially announced earlier this year.
Now, Bowser is succeeded by Devon Pritchard, a veteran of the video game industry with nearly two decades of experience at Nintendo of America.
Pritchard’s notable contributions include leadership roles across sales, marketing, and business development, positioning her as a key driver of the company’s continued growth in the competitive gaming landscape. Pritchard will also be promoted to the Nintendo of America Board of Directors and will assume the role of NCL Executive Officer, reinforcing her influence on both North American and global strategies.
Alongside her appointment, Satoru Shibata, a longstanding member of Nintendo’s leadership and the current Managing Executive Officer and Corporate Director at Nintendo Co., Ltd.
(NCL), will take on the additional role of Chief Executive Officer for Nintendo of America.
These changes ensure strategic continuity and signal Nintendo’s commitment to maintaining its momentum within the evolving gaming market. Under Bowser’s leadership, Nintendo of America achieved significant milestones, including the Nintendo Switch surpassing 125 million units in sales worldwide and a revitalized presence in digital distribution via the Nintendo eShop.
The company’s engagement with its fan base was further amplified through frequent Nintendo Direct presentations, which became a cornerstone for revealing forthcoming hits and system updates. With Devon Pritchard and Satoru Shibata at the helm, Nintendo fans and industry observers anticipate steady leadership as Nintendo prepares for its next generation of hardware and software innovations.
As the company bids farewell to Doug Bowser, his legacy as a steady hand during a period of rapid transformation will continue to shape Nintendo of America’s trajectory for years to come.
