Bowser Steps Down After Six Years at the Helm
Doug Bowser, president and COO of Nintendo of America, will retire at the end of 2025 after more than a decade with the company. Devon Pritchard, a longtime executive at Nintendo, has been named his successor, making her the first woman to serve as president of Nintendo of America.1
Guiding Nintendo Through the Switch Era
Bowser joined Nintendo in 2015 after senior roles at Procter & Gamble and Electronic Arts. He was elevated to president in 2019, following the retirement of Reggie Fils-Aimé. During his tenure, Bowser helped steer the success of the Nintendo Switch and oversaw the launch of Nintendo Switch 2 earlier this year, which quickly became the fastest-selling console in industry history during its debut period.
He also presided over Nintendo’s expansion into broader entertainment ventures, including theme parks and films, extending the company’s reach beyond gaming. “Leading Nintendo of America has been the honor of a lifetime,” Bowser said in a statement.
Pritchard Makes History as First Female President
Pritchard has been with Nintendo for nearly two decades, holding executive roles in business affairs, publisher relations, and most recently as EVP of revenue, marketing and consumer experience. She oversaw the launches of titles such as Pokémon Legends: Arceus, Kirby and the Forgotten Land and Nintendo Switch Sports.
Her appointment marks a historic milestone for the company, as she becomes the first woman to lead Nintendo of America.
“I am humbled and excited to take on this new role,” Pritchard said. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish.”
Looking Ahead to 2026 and Beyond
Pritchard will assume the role on Jan. 1, 2026, reporting to Satoru Shibata, who joins as CEO of Nintendo of America while continuing his leadership positions at Nintendo Co., Ltd.
Nintendo president Shuntaro Furukawa thanked Bowser for his leadership, noting, “During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo.”
Bowser’s farewell caps a run that bridged the Switch era into Nintendo’s broader positioning as an entertainment powerhouse — and sets the stage for Pritchard’s historic tenure.