Nintendo of America president and chief operating officer Doug Bowser has announced his retirement from the role, effective at the end of the calendar year. Devon Pritchard, who joined Nintendo in 2006 and has served as the leader of the Sales, Marketing, and Communications division since 2021, has been named as Bowser’s successor.
Bowser joined Nintendo in 2015 as vice president of sales and marketing, before receiving a promotion to senior vice president of sales and marketing in 2016. In 2019, then-president and COO Reggie Fils-Aimé announced his retirement, and Bowser was named his successor. Although Fils-Aimé ushered Nintendo of America from its disappointing Wii U era into the prosperous Switch era, Bowser oversaw the tail end of the Switch era, which also saw rapid expansion into the film and theme park industries, as well as the start of the Switch 2 era.
“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,” Bowser said in a press release. “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, as executive vice president of revenue for marketing and consumer experience, is currently responsible for managing physical and digital sales growth, and oversees all aspects of marketing, advertising, events, social media, and original content. According to the press release, Pritchard plans to build on the ways fans can connect with Nintendo’s characters and worlds.
“I am humbled and excited to take on this new role,” Pritchard said in that same press release. “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.”
Doug Bowser addressing the media at the Switch 2 reveal event in April 2025
In addition to Bowser’s impending departure and Pritchard’s upcoming promotion, Satoru Shibata will join Nintendo of America as chief executive officer in addition to his roles as managing executive officer, corporate director, and member of the board at Nintendo (NCL). Pritchard will also join the Nintendo of America board of directors and become an executive officer at NCL.
“During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo,” Nintendo president Shuntaro Furukawa said in the press release. “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.”
Bowser’s retirement is effective on December 31, 2025.