End of an Era: Doug Bowser Steps Down as President of Nintendo of America

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By Gaming News
26 September 2025 no comments

In the midst of all the announcements and showcases from the Tokyo Game Show 2025, some unexpected news dropped from Nintendo of America, announcing Doug Bowser’s decision to retire as President and COO. Let’s find out more about it together!

Check out the recent announcement about the Borderlands 4 Nintendo Switch 2 version delay!

Doug Bowser announces his retirement as President of Nintendo US, welcoming Devon Pritchard as the first female President starting 31 December 2025!

Nintendo of America (NOA) is the American division of the Japanese giant Nintendo. The division was founded on 23 April 1980, with Nintendo’s decision to break into the US market, which also opened the company up to the global market. With its fourth President and COO in Doug Bowser, whose name is certainly iconic and who replaced Reggie Fils-Aimé in 2019. The very same Reggie Fils-Aimé who was active from 2006 up until 2019. He accompanied the launch of the DS, Wii, 3DS, Wii U, and Nintendo Switch.

With Doug joining Nintendo of America starting in 2015. And finally replacing Reggie in February 2019, as President and Chief Operating Officer. Buy Nintendo Switch Online at the Best Price and enjoy all the benefits of Nintendo’s Online subscription!

 

Nintendo of America: Doug Bowser and the Retirement Announcement

With a completely unexpected announcement comes the official confirmation from Doug Bowser of his decision to retire as President of Nintendo of America. The news dropped on 25 September 2025, with Doug himself confirming his actual retirement will be effective 31 December 2025.

He left us with a few words about his journey with Nintendo, which lasted over 44 years as a fan, and 10 years actually inside the company. This was accompanied by an exclusive interview with Business Wire where he gives further details.

 

The new President of Nintendo US and the Latest News

From his announcement and especially from the interview, the name of the new President of NOA is revealed. The position will therefore be entrusted to Devon Pritchard, starting at the end of 2025. The fifth president of Nintendo of America, as well as the first woman to hold the position.

Pritchard is a NOA veteran with a solid 19 years of experience. And is currently the Vice President of Revenue, Marketing, and Consumer Experience. It’s notable that she will be joined by Satoru Shibata as the CEO of Nintendo of America. He’s the former president of Nintendo of Australia from 1999 to 2000, and was particularly active as President of Nintendo Europe until 2018, especially with the Directs and live events.

More details in the Business Wire news story

 

In Conclusion

This is certainly some unexpected news from Nintendo. With the end of Doug Bowser’s presidency after just 6 years. Especially when compared to the nearly 13 years of Reggie. A decision that seems to be coming from the parent company in Japan.

With potentially the choice for a new direction thanks to the expertise and visions of Devon Pritchard and Satoru Shibata. And what do you guys think? Let us know in the comments!

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A video game enthusiast ever since I first got my hands on a Game Boy. Over the years, I've played many different games across various genres, discovering hidden gems and niche titles along the way. I'm also passionate about technology, always up-to-date with the latest news and insight in the PC and Console market. Ready to share and bring you the latest news !

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