A new leader emerges for the House of Mario.

In a major shift for one of gaming’s most recognizable companies, Nintendo of America has announced a change in leadership. President and Chief Operating Officer Doug Bowser will retire on December 31, 2025, concluding a decade-long tenure that saw the incredible success of the Nintendo Switch and its successor .

Stepping into the role is Devon Pritchard, a 19-year veteran of Nintendo, who will make history as the first woman to lead Nintendo of America . The transition, effective January 1, 2026, signals a new chapter for the company’s operations in the Americas .

A Seamless Leadership Transition

The announcement, made on September 25, 2025, outlines a clear plan for the future. Bowser will hand over responsibilities to Pritchard at the end of the year. In a parallel move, Satoru Shibata, a longtime Nintendo executive with leadership experience in Europe and Japan, will join Nintendo of America as Chief Executive Officer while maintaining his current positions at Nintendo Co., Ltd. in Japan .

The table below summarizes the key leadership changes taking effect in 2026.

Leader	New Role	Previous Experience
Devon Pritchard	President & COO, Nintendo of America	19 years at NOA; EVP of Revenue, Marketing & Consumer Experience
Satoru Shibata	CEO, Nintendo of America	Managing Executive Officer at NCL; former President of Nintendo of Europe

Doug Bowser’s Nintendo Legacy

Bowser’s retirement marks the end of a significant era. He joined Nintendo in 2015 and rose to the presidency in 2019, succeeding the beloved Reggie Fils-Aimé . His tenure was defined by blockbuster success:

• Capitalizing on the Switch Era: Bowser oversaw the tail end of the massively successful Nintendo Switch lifecycle and the record-breaking launch of the Nintendo Switch 2, which became the fastest-selling gaming hardware in U.S. history .
• Expanding the Brand: Under his leadership, Nintendo successfully expanded beyond video games into major entertainment ventures, including the hugely successful Super Mario Bros. Movie and the Super Nintendo World theme parks .

Reflecting on his departure, Bowser stated, “Leading Nintendo of America has been the honor of a lifetime, and I am proud of what our team has accomplished” . He expressed full confidence in his successor, calling Pritchard “an exceptional leader” .

Who is Devon Pritchard?

Devon Pritchard is no stranger to Nintendo’s operations. Having joined the company in 2006, she has held key executive positions in Marketing, Business Affairs, and Publisher Relations . Most recently, she served as Executive Vice President of Revenue, Marketing, and Consumer Experience, managing sales growth and all aspects of consumer engagement .

In her statement, Pritchard struck a tone of continuity and fan-focused commitment. “I am humbled and excited to take on this new role,” she said. “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” .

What This Means for Nintendo Fans

This leadership change is unlikely to signal a drastic shift in direction for Nintendo. Pritchard’s extensive background in marketing and consumer experience suggests a continued focus on expanding the ways players interact with Nintendo’s worlds, from games to movies to retail spaces .

Industry peers, including former president Reggie Fils-Aimé, have voiced their support. Fils-Aimé called Pritchard “a talent” who “should do incredibly well,” signaling a warm welcome from the Nintendo community .

With the retirement of Doug Bowser, Nintendo of America turns a page. As Devon Pritchard prepares to take the helm, supported by the experienced Satoru Shibata, the company’s core mission remains unchanged: to create unique smiles for fans across the Americas .

What are your thoughts on this leadership change? Let us know in the comments below.