Doug Bowser, the face of Nintendo in North America for the last six years, will retire on December 31, 2025, ending a chapter that saw him guide Nintendo through new console launches, expansion, and transformation.
Doug Bowser’s leadership at Nintendo of America will come to a close at the end of 2025. The company announced today that Bowser—who took over as President and Chief Operating Officer in April 2019—will step down after more than a decade of service in key roles. His successor is already named: long-time Nintendo executive Devon Pritchard will take over as President and COO, while Satoru Shibata is set to assume the role of CEO of Nintendo of America.
Bowser’s time at Nintendo has coincided with some of the most consequential moves the company has made in years. He oversaw the U.S. launch and growth phase of the Nintendo Switch, helped lead the early efforts around Nintendo Switch 2, and supported Nintendo’s forays into theme parks, films, and greater multimedia presence. Many fans and industry watchers credit his steady hand during transitions for keeping the company competitive in a fast-moving games market.
In his statement, Bowser reflected on how his love for Nintendo began decades ago when he first played Donkey Kong in an arcade. He said the chance to lead the company was the “honor of a lifetime,” praising both the work of his team and the loyalty of Nintendo fans. He also expressed optimism for the future under Pritchard’s guidance, calling her a “fantastic mentor” and saying he is proud of what the company has built.
Devon Pritchard, currently Executive Vice President of Sales, Marketing & Communications at Nintendo of America, has been with the company since 2006. She will also become a director on the NOA board and an executive officer at Nintendo Co. Ltd. Her promotion is historic — she is the first woman to hold the top leadership role in NOA’s history.
Satoru Shibata, meanwhile, will join NOA as CEO while keeping his roles at Nintendo’s Japanese headquarters. His move bridges the global and U.S. sides of the company, helping align strategy, operations, and brand direction.
Bowser’s background before Nintendo included leadership in marketing and sales roles at Procter & Gamble and at Electronic Arts. He joined Nintendo in 2015 as Vice President of Sales & Marketing, and quickly rose through the ranks. In 2019, when Reggie Fils-Aimé retired, Bowser was chosen as his successor. While many initially commented on the humor of his name matching Nintendo’s villain “Bowser,” over time he earned strong respect for his business sense, loyalty to the brand, and public demeanor.
The announcement has sparked strong reactions from the gaming community and industry leaders. Many praised Bowser’s steady leadership during a period where the video game industry has faced supply chain problems, shifting consumer habits, and global economic pressures. Others are eager to see how Pritchard will steer Nintendo’s next chapter, especially with the looming transition to Switch 2 and the company’s push into multimedia entertainment.
As Bowser exits, Nintendo finds itself at a crossroads. The baton is being passed during a time when innovation, brand relevance, and global strategy will matter more than ever. The retirement of a recognizable figure like Bowser marks the end of an era — and the start of a new one.
