Doug Bowser to Retire as Nintendo of America President; Devon Pritchard Announced as Successor

Nintendo of America Announces Major Leadership Changes: Doug Bowser to Retire, Devon Pritchard Named Next President Nintendo of America Inc.

(NOA), one of the most recognized subsidiaries in the global video game industry, has officially announced an upcoming leadership transition set to take place at the end of 2025.

Doug Bowser, who has served as President and Chief Operating Officer since 2019, will retire from NOA on December 31, 2025.

Devon Pritchard, currently the Executive Vice President of Revenue, Marketing, and Consumer Experience, is slated to step into the role on January 1, 2026.

Additionally, Satoru Shibata will join as Chief Executive Officer of NOA while maintaining his leadership positions within Nintendo Co., Ltd.

(NCL), continuing to serve as Managing Executive Officer and Corporate Director, Member of the Board. Bowser’s Impactful Leadership and Achievements Doug Bowser’s tenure at Nintendo of America marked a transformative period for the company, highlighted by the continued success of the Nintendo Switch and the launch of the Nintendo Switch 2.

Under Bowser’s guidance, Nintendo achieved historic milestones, with the Nintendo Switch platform quickly becoming the best-selling video game console in its initial sales period.

Bowser also played a key role in expanding the brand’s presence beyond gaming, facilitating the company’s ventures into entertainment, including theme parks and motion pictures, thereby broadening the reach of Nintendo’s beloved characters and franchises. Reflecting on his time with Nintendo, Bowser remarked that leading Nintendo of America has been "the honor of a lifetime," underscoring his personal connection to the brand and his pride in the team’s accomplishments.

Bowser expressed confidence in his successor, emphasizing that Devon Pritchard’s promotion is a testament to her leadership acumen and strategic vision to grow the business. Devon Pritchard’s New Role and Vision Moving Forward Devon Pritchard brings nearly two decades of experience in the video game industry, including an extensive track record across marketing, business affairs, and publisher relations.

Having been a driving force behind consumer engagement and business growth at NOA, Pritchard is committed to prioritizing Nintendo fans and building on the company’s foundation of delivering memorable experiences.

In her official statement, Pritchard conveyed gratitude for Bowser’s mentorship and pledged to continue surprising and delighting long-time fans while welcoming new players to the Nintendo family. Expanded Leadership: Satoru Shibata Joins as CEO In conjunction with these changes, Satoru Shibata will join Nintendo of America as Chief Executive Officer, further strengthening the leadership team.

Shibata will take on these responsibilities while maintaining his executive posts at Nintendo’s headquarters in Japan, reinforcing the connection between the global and American operations.

Pritchard will also join the NOA Board of Directors and become an NCL Executive Officer. Recognition from Nintendo Executives Nintendo Co., Ltd.

President Shuntaro Furukawa extended his appreciation for Bowser’s tenure, highlighting Bowser’s dedication to bringing joy to millions of Nintendo fans.

He also voiced his confidence in Pritchard’s ability to support Nintendo’s ongoing mission to "create smiles" worldwide. A Legacy of Leadership at Nintendo of America Doug Bowser took the helm as President of Nintendo of America at the start of 2019, following the retirement of his predecessor, Reggie Fils-Aime.

Over the past years, NOA has navigated the evolving industry landscape with record-breaking hardware sales, a rapidly growing digital storefront on the Nintendo eShop, and expansion into new forms of entertainment.

The upcoming leadership changes indicate Nintendo's ongoing commitment to growth, innovation, and delivering exceptional experiences for fans on platforms like the Nintendo Switch and beyond.

Nintendo Nintendo of America Doug Bowser Bowser America Satoru Shibata Devon Pritchard Nintendo Co. Ltd. NOA NCL Nintendo Switch Nintendo Switch 2 Shuntaro Furukawa Reggie Fils-Aime