In a significant leadership transition, Nintendo of America (NoA) President and COO Doug Bowser has announced that he will retire on December 31, 2025, after more than a decade with the company. His successor, Devon Pritchard, a 19-year veteran at NoA, will assume the role of President effective January 1, 2026, marking her as the first woman to lead a Nintendo regional branch in the company’s history. This change comes amid Nintendo‘s ongoing success with the Switch console and the recent launch of its successor, the Nintendo Switch 2, in June—which has become the fastest-selling console in history and a resounding success. In just as shocking news, Satoru Shibata will also step in as the new CEO to enhance global coordination.
Doug Bowser’s History and Accomplishments
Doug Spencer Bowser had a background in consumer goods and gaming. Before joining Nintendo in May 2015 as Vice President of Sales, he held executive roles at Electronic Arts (EA) and Procter & Gamble. By mid-2016, he was promoted to Senior Vice President of Sales and Marketing, where he played a key role in launching the Nintendo Switch, which has since sold over 140 million units worldwide. In April 2019, Bowser succeeded Reggie Fils-Aimé as President and COO of NoA.
Under Bowser’s leadership, NoA oversaw remarkable achievements during the Switch era and the successful rollout of the Nintendo Switch 2. The original Switch became one of Nintendo‘s best-selling systems, driving blockbuster releases and expansions beyond gaming. Highlights include the Super Mario Bros. Movie, which grossed over $1.3 billion at the box office, the opening of Super Nintendo World theme parks, and the expansion of official Nintendo stores in America. The Nintendo Switch 2, launched in June under his tenure, has shattered sales records as the fastest-selling console in the US, cementing Nintendo‘s dominance in the market. Bowser himself reflected on his 44-year personal connection to Nintendo, starting with Donkey Kong Arcade, emphasizing his contributions to bringing characters and worlds to fans through games, parks, and films.
Bowser’s Controversies and Criticism
Despite these successes, Bowser’s tenure was not without criticism. Fans and critics often viewed him as a stark contrast to the charismatic Reggie Fils-Aimé, labeling him “useless” due to perceived lack of communication and visibility. His comments on the Nintendo Switch 2’s pricing prior to launch drew backlash for being tone-deaf, suggesting alternatives like the original Switch for budget-conscious consumers amid economic pressures. This echoed unfavorable comparisons to past console pricing controversies, like the Xbox One launch.
NoA under Bowser faced broader controversies, including aggressive lawsuits against emulator developers and ROM sites, which alienated parts of the fanbase passionate about preservation. Reports of gender inequality and workplace issues at NoA also surfaced, contributing to a narrative of internal mismanagement. Overall, fan sentiment often highlighted Bowser’s corporate background—particularly his EA ties—as a source of distrust, with some accusing him of prioritizing profits over fan engagement.
Devon Pritchard’s History at Nintendo
Devon Pritchard brings extensive experience to the role, having joined NoA in 2006 in marketing. Over her 19-year career, she advanced through various positions, including oversight of sales, publisher relations, and consumer experience. In April 2025, she was promoted to Executive Vice President of Revenue, Marketing, and Consumer Experience. Pritchard holds a law degree from Gonzaga University School of Law and has been credited in games such as Metroid Prime Remastered (under special thanks), Punch-Out!!, and Disney Illusion Island.
Known as a Pikmin enthusiast, Pritchard has emphasized putting fans first, balancing appeal to longtime players and new audiences. Her leadership is seen by some as a potential shift toward more inclusive strategies, though reactions vary—positive notes on her gaming passion contrast with skepticism, including unfounded DEI hire claims. Bowser praised her strategic contributions to NoA‘s growth in his farewell statement.
Satoru Shibata’s Global Odyssey
Satoru Shibata has been a key figure in Nintendo‘s international operations for decades. He joined Nintendo in 1985 and steadily rose through the ranks. In 1999, he was appointed Managing Director of Nintendo Australia, a role he held until 2000. That year, he became President of Nintendo of Europe, overseeing the company’s operations across the continent until 2018. During his later years at Nintendo of Europe, from 2016 to 2018, he also served as an Executive Officer at Nintendo‘s parent company.
In 2018, Shibata stepped down from his European presidency and returned to Nintendo‘s headquarters in Japan, taking on the position of Director and Senior Executive Officer. He has since served as Managing Executive Officer and General Manager of Sales & Operations at Nintendo Co., Ltd. Additionally, in 2018, he joined The Pokémon Company, expanding his influence within Nintendo‘s ecosystem. His appointment as CEO of Nintendo of America represents a strategic move to strengthen global alignment, drawing on his extensive experience in regional leadership.
Looking Ahead
This handover signals a new chapter for NoA as it builds on the tremendous success of the Nintendo Switch 2. While Bowser’s era delivered commercial triumphs, Pritchard’s appointment could bring the energy back to Nintendo of America that was missing. NoA isn’t involved in core decision-making and can sometimes be looked at as an over-glorified marketing team. Hopefully, Devon can rally American fans the way Reggie Fils-Aimé did—becoming a beloved figure who can energize the community through engaging presentations and direct fan interactions. Nintendo fans will watch closely to see how the new era of NoA unfolds under Pritchard.
