Doug Bowser to Retire as Nintendo of America President, Devon Pritchard Steps In

Nintendo of America is preparing for a major leadership change, with current president Doug Bowser set to retire at the end of 2025. His departure will mark the close of a six–year run at the helm, during which he oversaw some of Nintendo’s biggest recent successes, including the launch of the Nintendo Switch 2.

Bowser joined Nintendo in 2015 as vice president of sales and marketing and rose through the ranks quickly. By 2019 he’d become president and COO, taking over after Reggie Fils-Aimé retired. In the years since, he’s guided Nintendo of America through a stretch of strong growth: blockbuster games, a booming console market, expanding theme parks, and the company’s first real steps into film.

In a statement, Bowser called his time at Nintendo “the honour of a lifetime” and expressed pride in what the company has accomplished under his watch. “Now it’s time for the next generation of leadership and Devon’s track record speaks for itself,” he said. “She is an exceptional leader, and I have full confidence she will guide the company to even greater heights.”

Today, I announced my plan to retire from Nintendo, effective December 31, 2025. Nintendo has been an integral part of my life for 44 years, starting with Donkey Kong Arcade as a kid in college. It has been an honor to contribute to this incredible company and bring our beloved… pic.twitter.com/nIzCnHjQ9E

— Doug Bowser (@thetruebowser) September 25, 2025

Devon Pritchard Makes History

Taking over from Bowser is Devon Pritchard, who will officially assume the role of president of Nintendo of America on 1 January 2026. Pritchard has been with Nintendo since 2006 and currently serves as executive vice president of revenue, marketing, and consumer experience. She will also join Nintendo of America’s board of directors and become an executive officer at the company’s Japanese headquarters.

Her promotion is historic, as she will become the first woman to serve as president of Nintendo of America. Pritchard acknowledged Bowser’s influence and leadership, saying she was “humbled and excited” to take on the role. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish,” she said.

Pritchard added that her focus will be on keeping up Nintendo’s tradition of surprising longtime fans, while still making room for new players to join in.

Leadership Changes Beyond the Presidency

Alongside Pritchard’s appointment, Nintendo also confirmed that Satoru Shibata will become CEO of Nintendo of America on 16 November 2025. Shibata, a veteran of the company, will hold the role while continuing his existing responsibilities as managing executive officer and corporate director at Nintendo Co., Ltd.

Nintendo president Shuntaro Furukawa praised Bowser’s leadership, noting how he “made numerous contributions to bring smiles to the faces of people connected to Nintendo.” Furukawa also voiced confidence in Pritchard’s ability to carry on that mission.

Bowser’s Legacy

Although Bowser’s time as president was shorter than his predecessor’s, his impact has been significant. His leadership coincided with one of Nintendo’s strongest eras in recent memory, marked by the success of the Switch 2, further expansion of the Mario and Zelda franchises, and Nintendo’s entry into the film industry with The Super Mario Bros. Movie.

Fans might also remember his debut during E3 2019, where he appeared in a lighthearted skit alongside Mario’s longtime nemesis, who happens to share his name. That playful bit set the tone for the personable style he brought to the role afterward.

While he’s stepping down, Bowser has hinted that his career isn’t over just yet. On LinkedIn, he described retirement as not “game over,” but rather an opportunity to “level up.”

With Pritchard taking the reins and Shibata stepping in as CEO, Nintendo of America is entering a new chapter. For fans and industry watchers alike, the transition will be one to watch closely as the company continues to expand its influence across gaming, entertainment, and beyond.