The final boss at Nintendo of America has officially left the building. Doug Bowser, who served as President and Chief Operating Officer of Nintendo of America since 2019, officially retired on December 31, 2025. Devon Pritchard, a 19-year Nintendo veteran, took over the role on January 1, 2026, marking a new chapter for the company’s North American operations during the critical Switch 2 launch period.
The Man Named Bowser Who Led Nintendo
Doug Bowser’s name was always going to make headlines at Nintendo, and the company never shied away from the joke. When he succeeded the legendary Reggie Fils-Aime in April 2019, Nintendo fans immediately latched onto the cosmic irony of a man literally named Bowser becoming the president of the company that created Mario’s arch-nemesis. Bowser himself leaned into the humor, occasionally joking about his nominative destiny while maintaining the professional gravitas the position demanded.
In his farewell statement shared across social media, Bowser reflected on his lifelong connection to Nintendo. 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.
Six Years of Steady Leadership
Bowser’s tenure came at a pivotal time for Nintendo. When he took over from Reggie in 2019, the Nintendo Switch was already a massive success, but there was still uncertainty about whether it could maintain momentum or if it would fizzle out like the Wii U before it. Under Bowser’s watch, the Switch became one of the best-selling consoles of all time, surpassing 146 million units sold by late 2025.
More importantly, Bowser oversaw Nintendo’s expansion beyond pure gaming into theme parks and feature films. The Super Nintendo World attractions at Universal Studios parks opened during his tenure, and the company finally cracked the video game movie curse with the wildly successful Super Mario Bros. Movie that earned over $1.3 billion at the global box office. These ventures represented Nintendo’s broader strategy to transform from a gaming company into a full-fledged entertainment brand.
The Switch 2 Handoff
Perhaps most significantly, Bowser helped orchestrate the launch of the Nintendo Switch 2, which officially revealed in April 2025 and launched globally in June 2025. The console became the fastest-selling Nintendo system in North American history during its initial sales period, a achievement that Bowser oversaw before announcing his retirement in September 2025.
The timing of Bowser’s retirement announcement was strategic. He waited until after the Switch 2 launch stabilized and the product pipeline was secure before revealing his December 31 departure date. This gave Nintendo four months to transition leadership smoothly rather than creating uncertainty during a critical hardware launch window. Industry analysts praised this approach as the mark of a leader who prioritized company stability over personal ego.
The Reggie Comparison
Inevitably, Bowser’s legacy will be compared to his predecessor Reggie Fils-Aime, who became a gaming icon during his 15 years at Nintendo. Reggie was larger-than-life, quotable, and willing to put himself front and center in Nintendo’s marketing. He became a meme factory, giving fans legendary moments like his “My body is ready” line at E3 2007 and his puppet transformation at E3 2015.
Bowser took a different approach. He was less flashy, less meme-able, and generally more reserved in public appearances. Some fans initially viewed this as boring compared to Reggie’s bombastic personality. However, former Nintendo employees and industry insiders paint a picture of someone who excelled at the actual job rather than just the public-facing elements. Kit and Krysta, former Nintendo marketing employees, discussed on their podcast how Bowser kept things running smoothly without trying to reinvent systems that already worked.
Sometimes the best leadership isn’t about radical change or attention-grabbing stunts. Bowser inherited a company firing on all cylinders and his job was to maintain that momentum while guiding Nintendo through expansion into new markets. By that metric, his tenure was incredibly successful even if it lacked the viral moments that defined Reggie’s era.
Devon Pritchard Takes the Throne
Devon Pritchard officially assumed the role of President and Chief Operating Officer of Nintendo of America on January 1, 2026. She joined Nintendo in 2006 and has spent nearly two decades working her way through the company’s ranks. Most recently, she served as Executive Vice President leading the Sales, Marketing, and Communications divisions since 2021.
In her statement about taking on the new role, Pritchard said she’s humbled and excited to build on the incredible foundation Bowser 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.
Shuntaro Furukawa, President of Nintendo’s global operations, expressed confidence in the transition. 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. 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.
What This Means for Nintendo Going Forward
The transition from Bowser to Pritchard is unlikely to result in dramatic strategic shifts. Pritchard has been intimately involved in Nintendo’s marketing, sales, and consumer experience strategies for years, meaning she already knows the playbook. This continuity is probably exactly what Nintendo wants during the critical early years of the Switch 2 lifecycle.
What might change is how Nintendo of America approaches partnerships and media appearances. Pritchard brings different strengths than Bowser, who himself brought different strengths than Reggie. Each successive president has put their own stamp on the role while maintaining Nintendo’s core values and operational strategies. Early indications suggest Pritchard will focus heavily on welcoming new players into Nintendo’s ecosystem, which makes sense given the Switch 2’s positioning as both a next-generation upgrade for existing fans and an entry point for newcomers.
A Fitting Farewell
Bowser’s farewell message emphasized gratitude and optimism rather than dwelling on his own accomplishments. He praised Devon Pritchard extensively, calling her an exceptional leader whose promotion is a testament to her strong performance and strategic contributions. I have full confidence that she will guide the company to even greater heights, he said.
Nintendo fans responded to Bowser’s departure with appreciation for his steady hand and playful frustration that he never leaned harder into the Bowser character. One popular Reddit comment joked about being disappointed that he didn’t end his farewell message with a maniacal promise to finally capture the Mario Brothers and marry Princess Peach in the next round. It’s a testament to how well-liked Bowser was that fans could make these jokes affectionately rather than mockingly.
Frequently Asked Questions
Why did Doug Bowser retire from Nintendo?
Bowser announced his retirement in September 2025, effective December 31, 2025, after more than a decade with Nintendo in various leadership roles. He cited that it was time for the next generation of leadership and expressed confidence in his successor Devon Pritchard.
How long was Doug Bowser at Nintendo?
Bowser joined Nintendo in 2015 as Vice President of Sales and Marketing. He served as President and COO of Nintendo of America from April 2019 to December 2025, a tenure of approximately six years in the top role and over 10 years with the company total.
Who is replacing Doug Bowser at Nintendo of America?
Devon Pritchard, a 19-year Nintendo veteran who most recently served as Executive Vice President leading Sales, Marketing, and Communications, took over as President and COO on January 1, 2026.
What did Doug Bowser accomplish during his time at Nintendo?
Under Bowser’s leadership, the Nintendo Switch became one of the best-selling consoles of all time, the company successfully launched the Switch 2, Nintendo expanded into theme parks with Super Nintendo World, and the Super Mario Bros. Movie became a billion-dollar blockbuster.
Was Doug Bowser related to the Mario character Bowser?
No, it’s just a remarkable coincidence that someone named Doug Bowser became president of the company that created the video game character Bowser. Nintendo fans and the company itself frequently joked about the nominal similarity.
Is Devon Pritchard the first woman to lead Nintendo of America?
Yes, Devon Pritchard is the first woman to serve as President and COO of Nintendo of America in the company’s history.
Will Nintendo’s strategy change under Devon Pritchard?
Unlikely to see major strategic shifts. Pritchard has been deeply involved in Nintendo’s operations for nearly two decades and was part of the leadership team that developed current strategies. Expect continuity with her own personal touches rather than revolutionary changes.
Did Doug Bowser retire or was he pushed out?
All indications suggest this was a planned retirement. Bowser announced it four months in advance, praised his successor extensively, and the transition appears cordial and well-organized. There’s no evidence of internal conflict or forced departure.
The End of an Era, The Start of Another
Doug Bowser’s departure marks the end of a successful if less flashy chapter in Nintendo of America’s history. He guided the company through pandemic disruptions, massive commercial success, expansion into new entertainment verticals, and the launch of next-generation hardware. Not bad for someone whose primary job was keeping the machine running smoothly rather than reinventing it.
As Devon Pritchard steps into the role on January 1, 2026, she inherits a company in excellent health during a critical transition period. The Switch 2 needs to prove it can sustain the momentum of its predecessor, Nintendo’s film and theme park ventures require continued attention, and the company faces increasing competition from Microsoft, Sony, and the growing mobile gaming market. These are significant challenges, but Pritchard has the experience, institutional knowledge, and support to meet them. For Doug Bowser, it’s time to level up to retirement. For Devon Pritchard, it’s game on. And for Nintendo fans, it’s business as usual, which given Nintendo’s recent track record, isn’t a bad thing at all. Thank you Doug Bowser for your service, and welcome Devon Pritchard. Let’s see what the next generation of Nintendo leadership brings to the Mushroom Kingdom.