Nintendo of America has ushered in a new chapter of leadership with the appointment of Devon Pritchard as President and COO.
Pritchard stepped into the role following the departure of Doug Bowser at the close of 2025—a pivotal moment for the company as it rises to meet the challenges and opportunities of the next hardware cycle, particularly with the much-anticipated launch of the Nintendo Switch 2.
Pritchard made her first public appearance in this capacity at the 15th Annual New York Game Awards.
Introduced by former Nintendo of America president Reggie Fils-Aimé and New York Times columnist Harold Goldberg, Pritchard addressed the event through a pre-recorded video—a move highlighting the increasingly digital nature of industry events. In her address, Pritchard celebrated the milestone of the New York Game Awards, acknowledging fifteen years of contributions to the video game community and advocacy for diverse voices in gaming.
She emphasized the importance of events like these in uniting enthusiasts and professionals who believe in supporting ambition and creativity within the industry.
"Shows like the New York Game Awards connect us—those who believe in the power of dreams and the significance of creative work in games and storytelling," Pritchard stated, commending the 'Playing With Purpose' initiative, a nonprofit program that offers journalism and narrative writing workshops in schools throughout New York. Pritchard also offered words of encouragement to aspiring game creators, likening the journey in the industry to the adventure and camaraderie found in classic Nintendo titles.
She encouraged perseverance, acknowledging both the challenges ('gnarly bosses') and the opportunities for growth and collaboration ('good friends along the way') that define a career in gaming.
"Remember, everyone's journey matters.
Like in the best video games, every step counts, and there are great rewards for those who keep going," she concluded. As Nintendo of America prepares to lead the company through the dawn of the Nintendo Switch 2 era, industry observers note Pritchard’s significant challenge: balancing widespread anticipation for the new system with ongoing queries about pricing and the future of Game-Key Cards.
With Nintendo Switch sales having surpassed 125 million units globally, the company is well-positioned, but maintaining momentum will depend on robust leadership and innovation.
Pritchard’s extensive experience within Nintendo, combined with her fresh vision for outreach and education through initiatives like 'Playing With Purpose,' highlights her commitment not only to Nintendo's core business but to fostering a dynamic and inclusive gaming community.
As Nintendo transitions to its next phase, all eyes are on Pritchard and her ability to steer the beloved company into a future shaped by both tradition and change.
Pritchard stepped into the role following the departure of Doug Bowser at the close of 2025—a pivotal moment for the company as it rises to meet the challenges and opportunities of the next hardware cycle, particularly with the much-anticipated launch of the Nintendo Switch 2.
Pritchard made her first public appearance in this capacity at the 15th Annual New York Game Awards.
Introduced by former Nintendo of America president Reggie Fils-Aimé and New York Times columnist Harold Goldberg, Pritchard addressed the event through a pre-recorded video—a move highlighting the increasingly digital nature of industry events. In her address, Pritchard celebrated the milestone of the New York Game Awards, acknowledging fifteen years of contributions to the video game community and advocacy for diverse voices in gaming.
She emphasized the importance of events like these in uniting enthusiasts and professionals who believe in supporting ambition and creativity within the industry.
"Shows like the New York Game Awards connect us—those who believe in the power of dreams and the significance of creative work in games and storytelling," Pritchard stated, commending the 'Playing With Purpose' initiative, a nonprofit program that offers journalism and narrative writing workshops in schools throughout New York. Pritchard also offered words of encouragement to aspiring game creators, likening the journey in the industry to the adventure and camaraderie found in classic Nintendo titles.
She encouraged perseverance, acknowledging both the challenges ('gnarly bosses') and the opportunities for growth and collaboration ('good friends along the way') that define a career in gaming.
"Remember, everyone's journey matters.
Like in the best video games, every step counts, and there are great rewards for those who keep going," she concluded. As Nintendo of America prepares to lead the company through the dawn of the Nintendo Switch 2 era, industry observers note Pritchard’s significant challenge: balancing widespread anticipation for the new system with ongoing queries about pricing and the future of Game-Key Cards.
With Nintendo Switch sales having surpassed 125 million units globally, the company is well-positioned, but maintaining momentum will depend on robust leadership and innovation.
Pritchard’s extensive experience within Nintendo, combined with her fresh vision for outreach and education through initiatives like 'Playing With Purpose,' highlights her commitment not only to Nintendo's core business but to fostering a dynamic and inclusive gaming community.
As Nintendo transitions to its next phase, all eyes are on Pritchard and her ability to steer the beloved company into a future shaped by both tradition and change.
