New era for Nintendo of America as Doug Bowser announces retirement: “Leading Nintendo of America has been the honor of a lifetime”

After more than a decade in leadership, Nintendo of America (NOA) President and COO Doug Bowser has announced his retirement, effective December 31, 2025. His departure marks the end of a significant era for the company, one that saw the immense success of the Nintendo Switch and its successor, the Nintendo Switch 2. Bowser’s tenure was defined by a commitment to expanding the ways people engage with Nintendo’s games and characters, not only through consoles but also through successful ventures into theme parks and film.

Bowser reflected on his time at the company, stating, “Leading Nintendo of America has been the honor of a lifetime.” He expressed pride in his team’s accomplishments and the experiences they have created for consumers. His leadership was particularly instrumental in the launch of the original Nintendo Switch and, more recently, the Nintendo Switch 2, which has been noted as the best-selling video game console in its initial sales period. His strategy helped solidify Nintendo’s position in the entertainment world, bringing beloved franchises like Mario and Donkey Kong to a wider audience than ever before.

A New Leadership Team Takes the Reins

The company is now preparing for a transition to new leadership. Devon Pritchard, a 19-year veteran of the industry and a key member of the NOA leadership team, will succeed Bowser as President and COO. Pritchard has held various executive positions within the company, most recently serving as Executive Vice President of Revenue, Marketing, and Consumer Experience.In a statement, Pritchard expressed her excitement for the new role, saying she looks forward to building on the foundation that Bowser helped establish. Her stated focus is to continue building on Nintendo’s legacy of “surprising and delighting” its fans while also welcoming new players into the Nintendo family. This approach aligns with the company’s long-standing philosophy of providing joyful, accessible experiences for all ages.

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