By Joelle Daniels

Copyright gamingbolt

Nintendo has announced that Doug Bowser, president and chief operating officer (COO) of Nintendo of America, will be retiring from his role in the company, effective on December 31, 2025. After having spent a decade in leadership roles at the company, Bowser will be succeeded by Devon Pritchard, who has worked in the gaming industry for 19 years. Pritchard was also already a part of the core leadership team at Nintendo of America, which will help make the transition smoother.

Along with Pritchard, Satoru Shibata will also be taking up a new leadership position in Nintendo of America as its chief executive officer (CEO), while also continuing his current role as managing executive officer and corporate director, member of the board at Nintendo. As part of this shake-up, Pritchard will also be joining the board of directors at Nintendo of America, and will become an NCL executive officer.

Bowser had originally joined Nintendo of America back in 2015, taking on the position of vice president of sales and marketing. Over time, he would get promoted to senior vice president of sales and marketing, and was credited with the marketing and promotion of the Nintendo Switch in North America. In 2019, the departure of Reggie Fils-Aimé from his role as president and COO of Nintendo of America led to Bowser taking up the position.

“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” said Bowser in a statement. “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.”

“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.”

Preceding her upcoming promotion, Pritchard has been working at Nintendo of America in executive positions across various sectors, including marketing, business affairs and publisher relations. She is currently the company’s vice president of revenue, marketing and consumer experience.

“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.”

The announcement is concluded with a statement by Nintendo president Shuntaro Furukawa thanking Bowser for his time at the company and all the work he had put in when it came to the launch and marketing behind the Nintendo Switch as well as its succeeding console, the Switch 2.