Doug Bowser Retires, Devon Pritchard to Lead Nintendo of America

Nintendo of America president and COO Doug Bowser has announced his retirement, ending his tenure with the company on December 31 after more than ten years. Bowser’s departure marks the conclusion of a decade that included the success of the Nintendo Switch, the rollout of its successor, and several of the company’s most prominent global expansions.

Taking over in 2026 will be Devon Pritchard, a veteran Nintendo executive with nearly two decades of experience in the games industry. Pritchard most recently held the role of executive vice president of revenue, marketing, and consumer experience at Nintendo of America. She was a leading figure during the launch of the Nintendo Switch 2 earlier this year, helping shape the console’s rollout strategy. Her promotion also comes with new responsibilities, as she will join the Nintendo of America board of directors and serve as an executive officer for Nintendo in Japan.

Alongside this transition, Nintendo has announced that Satoru Shibata will join Nintendo of America as CEO. Shibata, already a managing executive officer, corporate director, and board member at Nintendo’s Japanese headquarters, will retain his existing responsibilities while stepping into this expanded role in North America.

Image Credit: Getty Images for Nintendo of America/ Variety

Bowser reflected on his time at the company in a farewell statement.

“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” Bowser said. “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.”

He added: “Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”

Nintendo president Shuntaro Furukawa also praised Bowser’s impact while welcoming Pritchard into her new role.

“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,” Furukawa said. “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.”

In her own statement, Pritchard emphasized both the legacy of Nintendo and her vision for the future.

“I am humbled and excited to take on this new role,” Pritchard 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.”

Bowser’s retirement signals a generational change in Nintendo of America’s leadership at a critical time for the company. With the Switch 2 already on the market and Nintendo’s global strategy evolving, Pritchard and Shibata will be responsible for maintaining the company’s strong position in the industry while steering it into its next phase.

This leadership transition comes shortly after recent criticism surrounding the Switch 2. As reported earlier, activist group Gaming Consumer Rights (GCR) has launched a campaign urging players to boycott the console, citing issues with pricing, marketing, and supply tactics. The leadership changes at Nintendo of America may influence how the company responds to such external pressures moving forward.