Doug Bowser to Retire as Nintendo of America President, Devon Pritchard to Succeed Him

Nintendo of America president Doug Bowser will retire at the end of 2025, closing out more than a decade with the company. He will officially step down on December 31, 2025, making way for Devon Pritchard, who will become the company’s first female president.

Devon Pritchard and Doug Bowser

Who is Devon Pritchard?

Devon Pritchard been with the company for nearly 19 years, most recently serving as Executive Vice President of Revenue, Marketing, and Consumer Experience. In that role, she oversaw everything from sales and advertising to events, social media, and original content across the U.S. and Canada.

Her journey with Nintendo began back in 2006, when she joined as head of the legal department during the leadership transition from Tatsumi Kimishima to Reggie Fils‑Aimé. Since then, she’s become a central figure in shaping Nintendo’s North American strategy. She played a key role in major Nintendo Switch releases, including Pokémon Legends: Arceus, Kirby and the Forgotten Land, and Nintendo Switch Sports.

Along with her new role, she will also join the Nintendo of America Board of Directors and become an Executive Officer at Nintendo Co., Ltd.

Speaking about the promotion, she said:

“I am humbled and excited to take on this new role,” she said. “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish. With characters and worlds that offer something for everyone, my focus will be continuing to build on Nintendo’s legacy of surprising and delighting our longtime fans, while at the same time welcoming new players into the Nintendo family.”

Doug Bowser’s Legacy at Nintendo

Bowser joined Nintendo in 2015 as Vice President of Sales and Marketing before becoming Senior Vice President a year later. In 2019, he succeeded Reggie Fils-Aimé as president and COO.

His leadership covered most of the Nintendo Switch’s lifespan and the recent successful launch of the Switch 2, which set records as one of the fastest-selling consoles in US history.

Beyond hardware, Bowser also helped guide Nintendo of America through its expansion into theme parks, films, and broader entertainment ventures.

Reflecting on his time at the company, Bowser highlighted his personal connection to Nintendo:

“One of my earliest video game experiences was playing the arcade version of Donkey Kong. Since that time, all things Nintendo have continued to be a passion for both me and my family. Leading Nintendo of America has been the honor of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers.”

Nintendo president Shuntaro Furukawa praised both leaders, noting Bowser’s contributions and expressing confidence in Pritchard’s ability to guide the company forward:

“During his tenure, Doug made numerous contributions to bring smiles to the faces of people connected to Nintendo. I would like to express my gratitude for his strong efforts. Devon, who will become the next president, has also made many contributions to Nintendo over the years. I am confident that, like Doug, Devon will continue to support Nintendo’s important mission of creating smiles.”

A New Leadership Structure

The leadership shuffle doesn’t end with Bowser’s retirement. Nintendo has also confirmed that Satoru Shibata will take on the role of Chief Executive Officer at Nintendo of America. Shibata is a familiar name, having served as President of Nintendo of Europe from 2000 to 2018 and later as general manager of marketing at NOA. He also continues to serve as an outside director of The Pokémon Company.