Nintendo of America COO Doug Bowser retires, new head announced

Doug Bowser will retire as Nintendo of America president at the end of 2025, with Devon Pritchard stepping into the role and Satoru Shibata joining as CEO.

Nintendo of America President and Chief Opperating Officer (COO) Doug Bowser is to retire.

The gaming giant has announced Bowser, who joined the company in 2015 and took over from Reggie Fils-Aimé in 2019, will step down on December 31, 2025.

During his tenure, Bowser oversaw the launch of the Nintendo Switch and Switch 2, and became a familiar face in Nintendo Direct presentations.

Reflecting on his departure, Bowser said in a statement: “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 confirmed Devon Pritchard will succeed Bowser as COO, while current Managing Executive Officer and Corporate Director Satoru Shibata will join Nintendo of America as CEO.

Bowser 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.”

Reflecting on her new position, Pritchard – who is the current executive vice president of Revenue, Marketing and Consumer Experience at Nintendo of America – said: “I am humbled and excited to take on this new role. 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.”