Nintendo of America President Doug Bowser Announces Retirement: Devon Pritchard to Take Helm in 2025

In a major development for the gaming industry, Nintendo of America announced that President and COO Doug Bowser will be retiring at the end of 2025.

Devon Pritchard, a respected industry veteran, will step into the role of President, marking the first time a woman will lead the company since its founding more than a century ago. Doug Bowser, who took charge of Nintendo of America in 2019 following Reggie Fils-Aime's departure, has overseen a significant period of growth and innovation for the company.

Under his leadership, the Nintendo Switch surpassed 140 million units sold worldwide, with numerous first-party titles—including major franchises like Mario Kart, Animal Crossing, and The Legend of Zelda—achieving sales of over 20 million copies each.

Bowser also presided over successful Nintendo Direct presentations and the expansion of the Nintendo eShop, further solidifying the Nintendo Switch brand as a dominant force in the gaming market. Devon Pritchard, who will officially become President on December 31, 2025, brings nearly two decades of experience in the games industry and has previously held key leadership roles within Nintendo of America.

Her promotion is accompanied by the appointment of Satoru Shibata to CEO of NOA.

Shibata, a seasoned executive, will continue to serve as Managing Executive Officer and Corporate Director, Member of the Board at Nintendo Co. In the official press release, Doug Bowser reflected on his tenure, stating that the time is right for a new generation of leadership.

"Devon's outstanding performance and strategic insight have been vital to the company's recent success.

I am confident she will further build on Nintendo's legacy and guide the company to even greater achievements," Bowser said. Devon Pritchard expressed gratitude for Bowser's mentorship and outlined her vision for the company moving forward.

"Doug has been an incredible guide, and I am eager to expand upon the remarkable foundation he has established.

My commitment is to continue delighting our longstanding fans while also welcoming new players to the Nintendo family," she commented. Bowser’s retirement comes at a high point for Nintendo.

The highly anticipated Nintendo Switch 2 has registered remarkable initial sales, underscoring the company’s ability to consistently captivate the market.

Bowser’s tenure, marked by unprecedented Switch hardware and software milestones, has ensured a strong platform for the incoming leadership. As Nintendo of America moves into this historic new chapter with Devon Pritchard at the helm, industry observers and fans alike will be watching closely to see how the company continues to innovate and expand its player base, both through beloved franchises and new ventures on the Nintendo Switch, eShop, and beyond.

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