Doug Bowser to retire, Devon Pritchard to succeed as Nintendo of America president

Nintendo has announced the retirement of current Nintendo of America president and COO Doug Bowser. He will be succeeded by VP of revenue, marketing, and consumer experience Devon Pritchard.

Satoru Shibata will take on the role of CEO, while continuing his positions as managing executive officer and corporate director. He joined the firm in 1985, and was previously president of Nintendo of Europe.

The leadership transition will occur on December 31, 2025.

Bowser joined Nintendo in 2015 as vice president of sales and marketing, becoming senior vice president a year later. In 2019, he took on the role of president and COO following the retirement of Reggie Fils-Aimé.

“Leading Nintendo of America has been the honour of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers,” said Bowser.

“Now it’s time for the next generation of leadership and Devon’s track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”

Pritchard, who will become Nintendo’s first female president, joined the company in 2006 and was previously executive vice president of business affairs and publisher relations.

As well as her role as president, Pritchard will join the Nintendo of America board of directors and become an executive officer at the Japanese firm.

“I am humbled and excited to take on this new role,” said Pritchard. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish.”

“My focus will be continuing to build on Nintendo’s legacy of surprising and delighting longtime fans, while at the same time welcoming new players to the Nintendo family.”

Nintendo president Shuntaro Furukawa added: “During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo. I would like to express my gratitude for his strong efforts.

“Devon, who will become the next president, has also made many contributions to Nintendo over the years. I am confident that, like Doug, Devon will continue to support Nintendo’s important mission of creating smiles.”