Doug Bowser Retiring From Nintendo Of America, Devon Pritchard Named President And COO

Nintendo of America president and chief working officer Doug Bowser has introduced his retirement from the function, efficient on the finish of the calendar 12 months. Devon Pritchard, who joined Nintendo in 2006 and has served because the chief of the Gross sales, Advertising, and Communications division since 2021, has been named as Bowser’s successor.

Bowser joined Nintendo in 2015 as vp of gross sales and advertising and marketing, earlier than receiving a promotion to senior vp of gross sales and advertising and marketing in 2016. In 2019, then-president and COO Reggie Fils-Aimé introduced his retirement, and Bowser was named his successor. Though Fils-Aimé ushered Nintendo of America from its disappointing Wii U period into the affluent Swap period, Bowser oversaw the tail finish of the Swap period, which additionally noticed fast enlargement into the movie and theme park industries, in addition to the beginning of the Swap 2 period. 

“Main Nintendo of America has been the distinction of a lifetime, and I’m pleased with what our group has completed in each enterprise outcomes and the experiences we have created for customers,” Bowser mentioned in a press launch. “Now, it is time for the following technology of management and Devon’s monitor document speaks for itself. She is an distinctive chief, and her promotion is a testomony to her robust efficiency and strategic contributions to the corporate’s progress. I’ve full confidence that she is going to information the corporate to even larger heights.”

Pritchard, as government vp of income for advertising and marketing and shopper expertise, is at present chargeable for managing bodily and digital gross sales progress, and oversees all facets of selling, promoting, occasions, social media, and unique content material. In response to the press launch, Pritchard plans to construct on the methods followers can join with Nintendo’s characters and worlds.

“I’m humbled and excited to tackle this new function,” Pritchard mentioned in that very same press launch. “Doug has been a unbelievable mentor, and I sit up for constructing on the unbelievable basis he has helped set up. With characters and worlds that provide one thing for everybody, my focus will probably be persevering with to construct on Nintendo’s legacy of unusual and delighting our longtime followers, whereas on the identical time welcoming new gamers into the Nintendo household.”

Doug Bowser addressing the media on the Swap 2 reveal occasion in April 2025

Along with Bowser’s impending departure and Pritchard’s upcoming promotion, Satoru Shibata will be a part of Nintendo of America as chief government officer along with his roles as managing government officer, company director, and member of the board at Nintendo (NCL). Pritchard can even be a part of the Nintendo of America board of administrators and turn out to be an government officer at NCL.

“Throughout his tenure, Doug made quite a few contributions to deliver smiles to the faces of individuals linked to Nintendo,” Nintendo president Shuntaro Furukawa mentioned within the press launch. “I wish to specific my gratitude for his robust efforts. Devon, who will turn out to be the following president, has additionally made many contributions to Nintendo through the years. I’m assured that, like Doug, Devon will proceed to help Nintendo’s essential mission of making smiles.”

Bowser’s retirement is efficient on December 31, 2025.