Nintendo of America President and Chief Operating Officer Doug Bowser has officially announced his retirement, effective December 31, 2025.
This major announcement comes just under four months after the incredibly successful launch of the Nintendo Switch 2. The new console has not only become the fastest-selling Nintendo hardware in history but also the fastest-selling gaming hardware ever recorded in U.S. history.
Bowser’s departure follows over a decade of dedicated service in various leadership roles at Nintendo, including six years as President of Nintendo of America, succeeding Reggie Fils-Aimé. During his impactful tenure, Nintendo saw tremendous success with the original Nintendo Switch and significantly expanded its beloved brands beyond traditional video games, venturing into popular theme parks, retail stores, and blockbuster films. Notably, The Super Mario Bros. Movie shattered box office records in 2023, raking in an astounding $1.361 billion globally, with a sequel already slated for next year.
IGN previously spoke with Bowser in May, coinciding with the grand opening of Nintendo’s new San Francisco store in Union Square, its second official Nintendo store in the U.S. The discussion revolved around Nintendo’s ambitious expansion beyond its core video game business and its evolving corporate mission.
“I don’t think the mission has actually changed,” Bowser stated. “Our mission is very simple: to create smiles. Our strategy to achieve that involves increasing the ways consumers can interact with our intellectual property – our characters and worlds – through diverse experiences. While video games remain the heart of our business, we actively explore opportunities in movies, theme parks, and retail stores like Nintendo San Francisco. These initiatives provide immersive experiences that deepen consumer affinity, love, and passion for our characters. We have many exciting events planned this year that will allow us to connect with our audience in various engaging ways.”
Despite the Switch 2’s immense popularity, Nintendo has encountered some challenges since its launch. In August, the company announced price increases for several original Switch products in the U.S., cautioning that similar price adjustments for the Switch 2, its games, and the Nintendo Switch Online membership might be necessary in the future. Nintendo attributed these price hikes to “market conditions” and enacted them amidst ongoing tariff uncertainties.
The introduction of “Game-Key Cards” for the Nintendo Switch 2, which essentially serve as download codes for full games, also drew some criticism. However, in his interview, Bowser affirmed that physical games “are still a key part of our business” while defending the Game-Key Cards. He explained, “Our goal with Nintendo Switch 2, much like with the original Switch, is to offer the broadest and deepest library of content possible. This includes strong support from our publishing partners. Game-Key Cards enable our partners to bring more extensive, immersive content to the platform.”
Adding to recent controversies, Nintendo has also been involved in a patent dispute with Pocketpair, the developer of Palworld. Earlier this month, Nintendo controversially argued that user-made mods should not be considered “prior art,” a stance that sparked considerable discussion within the gaming industry and among Pokémon fans, who voiced concerns about its potential broad implications if upheld by a judge.
Furthermore, intellectual property lawyers have criticized the U.S. patent system after Nintendo secured a Pokémon patent concerning the mechanic of summoning a character to battle. IP expert Florian Mueller expressed on social media that Nintendo “should never” have been granted such a patent, and video game patent lawyer Kirk Sigmon told PC Gamer that “these claims were in no way allowable.”
Stepping into Bowser’s role as President will be Devon Pritchard, a seasoned veteran with 19 years in the video game industry and a long-standing member of the Nintendo of America leadership team. Additionally, Satoru Shibata will join Nintendo of America as CEO, while maintaining his positions as Managing Executive Officer and Corporate Director, Member of the Board at Nintendo Co., Ltd. (NCL). Pritchard will also be appointed to the NOA Board of Directors and become an NCL Executive Officer.
Nintendo released an official statement accompanying today’s announcement:
“Bowser’s remarkable leadership saw him fulfill the promise of the Nintendo Switch system, transforming how people play video games and bringing innovative experiences to a diverse audience. Earlier this year, he furthered this mission by overseeing the launch of Nintendo Switch 2 in the Americas, a launch that established the system as the best-selling video game console of all time in its initial sales period.
“Throughout his time with Nintendo, the company significantly expanded into various entertainment ventures, including popular theme parks and films, all aimed at providing more opportunities for people to engage with Nintendo’s iconic characters and worlds.”
Doug Bowser reflected on his journey, saying, “One of my earliest video game experiences was playing the arcade version of Donkey Kong. Since then, everything Nintendo has remained a profound passion for me and my family. Leading Nintendo of America has been the honor of a lifetime, and I am immensely proud of our team’s achievements, both in business results and the unforgettable experiences we’ve created for consumers.”
Bowser continued, “Now, it’s time for the next generation of leadership, and Devon’s impressive track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her outstanding performance and strategic contributions to the company’s growth. I have absolute confidence that she will guide the company to even greater heights.”
Nintendo confirmed that Pritchard has held key executive roles in Marketing, Business Affairs, and Publisher Relations, and currently serves as NOA’s Executive Vice President of Revenue, Marketing, and Consumer Experience.
Nintendo further elaborated, “With fans at the forefront of her priorities, Pritchard aims to build upon the diverse experiences that allow consumers to connect with Nintendo’s characters and worlds, spanning video games, entertainment, and retail.”
Pritchard expressed her enthusiasm: “I am both humbled and excited to embrace this new role. Doug has been an outstanding mentor, and I am eager to build upon the incredible foundation he has established. With characters and worlds that truly offer something for everyone, my focus will be on continuing Nintendo’s legacy of surprising and delighting our loyal fans, while simultaneously welcoming new players into the Nintendo family.”
NCL President Shuntaro Furukawa extended his gratitude to Bowser for his valuable contributions. “During his tenure, Doug made countless contributions to bring joy to everyone connected with Nintendo. I want to express my sincere appreciation for his dedicated efforts. Devon, who will assume the presidency, has also made significant contributions to Nintendo over the years. I am confident that, just like Doug, Devon will continue to champion Nintendo’s vital mission of creating smiles.”
Photo by Alexi Rosenfeld/Getty Images.
Wesley is Director, News at IGN.