In a pivotal leadership transition, Nintendo of America (NoA) enters a new era as Devon Pritchard officially takes over as President and Chief Operating Officer, succeeding the retiring Doug Bowser.
This significant change, which becomes effective January 1, 2026, marks the end of Bowser’s remarkable tenure and signals the beginning of a fresh chapter for the renowned gaming giant’s North American operations. Doug Bowser, who joined Nintendo of America in 2015 as Vice President of Sales & Marketing and ascended to the presidency in April 2019, has officially stepped down after overseeing a period of landmark achievements, record-breaking Nintendo Switch sales, and high-profile software launches.
During his leadership, Bowser guided NoA through major console milestones, innovative Nintendo Direct presentations, and the continued expansion of the Nintendo eShop. Reflecting on his journey with the company, Bowser shared: “Leading Nintendo of America has been an incredible honor.
From my earliest days as a Donkey Kong arcade fan, Nintendo has always been close to my heart—both personally and professionally.
I am proud of our team’s successes in delivering both strong business results and memorable experiences for fans.
Now, it’s time for the next generation of leadership, and I am confident in Devon’s capabilities to lead Nintendo forward.” Devon Pritchard, who steps into the top role after nearly two decades at NoA, previously served as Executive Vice President of Sales, Marketing & Communications.
She brings a wealth of experience across business affairs, marketing initiatives, and publisher relations.
In line with the leadership change, Pritchard will also join the NoA Board of Directors and become a Nintendo Co., Ltd Executive Officer, reinforcing her central role within the global Nintendo organization. “I am both humbled and excited to take on this responsibility,” Pritchard conveyed in an official statement.
She acknowledged Bowser’s mentorship and looked ahead to building on the solid foundation he established.
“My objective is to continue surprising and delighting long-time Nintendo fans, while inviting new players to join the Nintendo family.
With timeless characters and imaginative worlds, Nintendo’s legacy and future are focused on delivering joy to all.” The transition occurs alongside other corporate changes within Nintendo.
Satoru Shibata, previously President of Nintendo of Europe and Nintendo of Australia, will assume the position of Chief Executive Officer, adding to his existing roles as Managing Executive Officer and Corporate Director at Nintendo Co., Ltd.
Shuntaro Furukawa, global President of Nintendo, expressed both appreciation for Bowser’s leadership and trust in Pritchard’s vision, noting the company’s unwavering mission to “create smiles for everyone connected to Nintendo.” With Doug Bowser departing after over a decade of dedicated service to Nintendo of America and Devon Pritchard ushering in a new era, the company remains committed to fostering growth and innovation in the North American market.
The leadership transition is expected to strengthen Nintendo’s mission of delivering fun and accessibility through platforms like the Nintendo Switch, Nintendo Direct showcases, and ongoing support for the Nintendo eShop, ensuring that fans and newcomers alike continue to experience the magic of Nintendo for years to come.
This significant change, which becomes effective January 1, 2026, marks the end of Bowser’s remarkable tenure and signals the beginning of a fresh chapter for the renowned gaming giant’s North American operations. Doug Bowser, who joined Nintendo of America in 2015 as Vice President of Sales & Marketing and ascended to the presidency in April 2019, has officially stepped down after overseeing a period of landmark achievements, record-breaking Nintendo Switch sales, and high-profile software launches.
During his leadership, Bowser guided NoA through major console milestones, innovative Nintendo Direct presentations, and the continued expansion of the Nintendo eShop. Reflecting on his journey with the company, Bowser shared: “Leading Nintendo of America has been an incredible honor.
From my earliest days as a Donkey Kong arcade fan, Nintendo has always been close to my heart—both personally and professionally.
I am proud of our team’s successes in delivering both strong business results and memorable experiences for fans.
Now, it’s time for the next generation of leadership, and I am confident in Devon’s capabilities to lead Nintendo forward.” Devon Pritchard, who steps into the top role after nearly two decades at NoA, previously served as Executive Vice President of Sales, Marketing & Communications.
She brings a wealth of experience across business affairs, marketing initiatives, and publisher relations.
In line with the leadership change, Pritchard will also join the NoA Board of Directors and become a Nintendo Co., Ltd Executive Officer, reinforcing her central role within the global Nintendo organization. “I am both humbled and excited to take on this responsibility,” Pritchard conveyed in an official statement.
She acknowledged Bowser’s mentorship and looked ahead to building on the solid foundation he established.
“My objective is to continue surprising and delighting long-time Nintendo fans, while inviting new players to join the Nintendo family.
With timeless characters and imaginative worlds, Nintendo’s legacy and future are focused on delivering joy to all.” The transition occurs alongside other corporate changes within Nintendo.
Satoru Shibata, previously President of Nintendo of Europe and Nintendo of Australia, will assume the position of Chief Executive Officer, adding to his existing roles as Managing Executive Officer and Corporate Director at Nintendo Co., Ltd.
Shuntaro Furukawa, global President of Nintendo, expressed both appreciation for Bowser’s leadership and trust in Pritchard’s vision, noting the company’s unwavering mission to “create smiles for everyone connected to Nintendo.” With Doug Bowser departing after over a decade of dedicated service to Nintendo of America and Devon Pritchard ushering in a new era, the company remains committed to fostering growth and innovation in the North American market.
The leadership transition is expected to strengthen Nintendo’s mission of delivering fun and accessibility through platforms like the Nintendo Switch, Nintendo Direct showcases, and ongoing support for the Nintendo eShop, ensuring that fans and newcomers alike continue to experience the magic of Nintendo for years to come.
