Nintendo is heading into a big leadership shift at the end of 2025. Doug Bowser, who has been President and COO of Nintendo of America for more than a decade, will retire on December 31. Bowser played a key role in the success of the Nintendo Switch and more recently helped bring the Nintendo Switch 2 to market in the Americas. That launch has already gone down as the fastest-selling console debut in history, cementing his legacy.
Replacing him will be Devon Pritchard, a longtime Nintendo executive with nearly 20 years at the company. Pritchard has led marketing, business affairs, and publisher relations, and she currently oversees revenue, marketing, and consumer experience. Her new role will also make her a member of the Nintendo of America Board of Directors and an Executive Officer at Nintendo’s global parent company in Japan. She has made it clear that her focus will be keeping Nintendo fans at the center, whether that’s through games, theme parks, or retail experiences.
Alongside this change, Nintendo is also adding Satoru Shibata as CEO of Nintendo of America. Shibata is no stranger to the company, having decades of experience and currently serving as Managing Executive Officer and Corporate Director at Nintendo Co., Ltd. in Japan. His dual role should give the American arm even tighter alignment with headquarters.
Bowser, who has often been a lighthearted symbol for Nintendo given his fitting last name, leaves behind a legacy that includes not just blockbuster console sales but also expansion into entertainment like theme parks and movies. He reflected fondly on his time with the company, saying that his passion for Nintendo started with Donkey Kong in arcades and carried through to leading the company.
Nintendo President Shuntaro Furukawa thanked Bowser for “bringing smiles” to players while voicing confidence that Pritchard will continue the mission. For fans and investors alike, this leadership shakeup signals both continuity and change. Nintendo of America is entering 2026 with a fresh mix of leadership, just as the Switch 2 era gains momentum.
