Nintendo of America Leadership Transition: Doug Bowser to Retire, Devon Pritchard Named New President

Nintendo of America, a major arm of the global video game giant Nintendo, has formally announced a significant change in its leadership.

Doug Bowser, who has led Nintendo of America (NoA) as President and COO since 2019, will retire at the end of 2025.

This marks the close of a decade-long tenure that began with Bowser joining NoA in 2015 as Vice President of Sales & Marketing, succeeding Reggie Fils-Aimé in the presidential role. Following this announcement, Devon Pritchard has been named as Bowser's successor.

With nearly twenty years at NoA and currently serving as Executive Vice President of Sales, Marketing & Communications, Pritchard brings a wealth of experience across multiple divisions, including Business Affairs, Marketing, and Publisher Relations.

Effective January 1, 2026, Pritchard will take on the roles of President and COO of Nintendo of America, as well as join both the NoA Board of Directors and become a Nintendo Co., Ltd Executive Officer. In addition to the transition at NoA, Nintendo Co., Ltd has also revealed that Satoru Shibata, current Managing Executive Officer and Corporate Director, will assume the post of Chief Executive Officer for Nintendo of America.

Shibata has decades of experience within Nintendo, having served as president of both Nintendo of Europe and Nintendo of Australia in the past. Reflecting on his upcoming retirement, Doug Bowser expressed gratitude for his time at Nintendo.

He shared that his early experiences with Nintendo classics, such as the original Donkey Kong arcade game, ignited a lifelong passion for the company.

Bowser stated, "Leading Nintendo of America has truly been the honor of a lifetime.

I am extremely proud of the achievements our team has made, both in terms of business performance and the memorable experiences we've created for players.

Now, it's time for the next generation.

Devon Pritchard has demonstrated exceptional leadership and has made significant contributions to the growth of Nintendo.

I have every confidence she will take Nintendo of America to new heights." Shuntaro Furukawa, global President of Nintendo, offered words of appreciation for Bowser's service.

He remarked, "Doug Bowser has worked tirelessly to bring joy to everyone connected with Nintendo.

I extend my deepest thanks for his dedication.

Devon Pritchard, who will become the new president, has also played an important role in Nintendo’s achievements.

I am certain she will continue to promote our mission of creating smiles around the world." Upon her appointment, Devon Pritchard shared her excitement at the new challenge, saying, "It is truly an honor to be entrusted with this role.

Doug has served as a remarkable mentor.

My goal will be to uphold Nintendo’s legacy, surprise and delight our loyal fans, and welcome new generations of players into the Nintendo family." These leadership changes arrive as Nintendo remains a dominant force in the gaming industry with the Nintendo Switch, a platform that continues to achieve strong hardware and software sales worldwide.

Nintendo's history of innovation and fan engagement, through avenues such as Nintendo Direct and the Nintendo eShop, underscores the legacy that Pritchard now inherits. With these executive transitions, Nintendo of America aims to further cement its commitment to providing quality entertainment, strengthening relationships with fans, and continuing its legacy of pioneering the interactive entertainment industry.

Nintendo Nintendo of America Doug Bowser Bowser America Devon Pritchard Satoru Shibata Shuntaro Furukawa Nintendo Co Ltd Nintendo Switch