Back in 2019, Reggie Fils-Aime shocked the video game industry by announcing his retirement after 15 years at Nintendo, with 13 of those years in the role of President of Nintendo of America. His successor, Doug Bowser, took over and has been in the role for the past 6 years. However, after more than a decade in multiple leadership positions, Bowser is set to retire on December 31, 2025. He will be succeeded by Devon Pritchard, a 19-year veteran of the video game industry and a long-standing member of the NOA leadership team. In addition, Satoru Shibata, Managing Executive Officer and Corporate Director, Member of the Board at Nintendo Co., Ltd. (NCL), will join NOA as Chief Executive Officer and join the NOA Board of Directors and become an NCL Executive Officer.

“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” said Bowser. “Since that time, all things Nintendo have continued to be a passion for both me and my family. Leading Nintendo of America has been the honor 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.”

Since its time at the company, Doug Bowser has helped deliver on the promise of the Nintendo Switch system to change the way people play video games and bring new experiences to a broad range of consumers. That expanded earlier this year with the launch of Nintendo Switch 2, the fastest-selling gaming hardware in US history.

Bowser has also helped see Nintendo’s significant expansion into entertainment ventures such as theme park and films, all with the goal of giving more people more opportunities to engage with Nintendo’s characters and worlds.

“Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself,” Bowser continued. “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.”

In Pritchard’s 19 years in the video game industry, she has held executive positions in Marketing, Business Affairs, and Publisher Relations. Currently, he is NOA’s Executive Vice President of Revenue, Marketing and Consumer Experience. Pritchard puts Nintendo fans at the top of her agenda and plans to build on the many experiences that allow consumers to connect with Nintendo’s characters and worlds, from video games to entertainment to retail experiences.

“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. With characters and worlds that offer something for everyone, my focus will be continuing to build on Nintendo’s legacy of surprising and delighting our longtime fans, while at the same time welcoming new players into the Nintendo family.

NCL President Shuntaro Furukawa thanked Bowser for his contributions. “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.”