Bowser to step down as Nintendo of America president; Devon Pritchard to succeed

Darragh Harbinson, Senior Editor

Last Updated: 26/09/2025

Nintendo of America president and COO Doug Bowser has announced that he will retire at the end of the year.

Devon Pritchard will take over the position. A long-term executive at Nintendo of Americas, Pritchard is currently the vice president of revenue, marketing, and consumer experience at Nintendo of America.

Satoru Shibata will take the role of CEO. Having previously been the president of Nintendo of Europe, Shibata will work as CEO while continuing his existing roles of managing executive officer and corporate director.

Doug Bowser makes way for Devon Pritchard at Nintendo

Doug Bowser has been president and COO of Nintendo of America since 2019, when fan-favourite Reggie Fils-Aimé stepped down.

Bowser instantly made headlines for his coincidental surname, which he shares with Mario’s greatest nemesis, Bowser, King of the Koopas.

Bowser embraced the meme during his time at Nintendo, notably posing with a Bowser plush as part of his retirement post on LinkedIn, which stated:

“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. If you asked 20-year-old Doug, who was plugging those quarters nonstop into the cabinet, if I ever thought I would have the opportunity to work for Nintendo, I would have said ‘only in my dreams.’

“To have a chance to work with the amazing employees of Nintendo, to introduce our characters and worlds to consumers and ultimately create the same smiles I experienced 44 years ago and still experience today, has been nothing short of incredible. It’s been a dream come true.

“I extend my best wishes to Devon Pritchard as she leads Nintendo of America forward, and I thank all of you for your passion and support of Nintendo.

“As for me, its not Game Over….it’s just time to Level Up!”

Pritchard makes history at Nintendo

Pritchard will become the first female president at Nintendo after an almost 20-year career at Nintendo, which she joined in 2006.

In a statement on LinkedIn, Pritchard stated, “Congratulations on an incredible career, Doug! You’ve been a fantastic leader, and it’s an honor to build on the foundation you’ve established here at Nintendo.” She added, “On behalf of the entire Nintendo of America team, thank you for everything. Wishing you a well-deserved and happy retirement!”

Pritchard’s official statement as part of the announcement added, “My focus will be continuing to build on Nintendo’s legacy of surprising and delighting longtime fans, while at the same time welcoming new players to the Nintendo family.”

Darragh Harbinson, Senior Editor

Darragh Harbinson is an esports writer specialising in Counter-Strike. He has written for Esports News UK, Esports Insider, UKCSGO, Dexerto, and Rush B Media.

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