A historic transition in Nintendo leadership unfolded not with a keynote or product reveal, but with a message of encouragement to the next generation of storytellers.

The start of 2026 ushered in a new era for Nintendo of America (NOA). After six years at the helm, the iconic Doug Bowser stepped down, passing the leadership torch to his longtime colleague, Devon Pritchard. On January 1st, 2026, she officially assumed the roles of President and Chief Operating Officer, becoming the first woman to ever lead Nintendo of America. Her first public appearance in this prestigious role was not at a major trade show but at the 15th Annual New York Game Awards, where she delivered a video message of support for creators and developers.

This low-key introduction, however, belies the monumental task ahead. Pritchard takes charge during a pivotal moment for Nintendo, as the company guides its blockbuster Switch 2 console through a global landscape of rising costs and pricing pressures.

A Warm Welcome from an Old Friend

The stage for Pritchard’s debut was set by a familiar face. The video message was introduced by none other than Reggie Fils-Aimé, the legendary former NOA president who is a beloved figure in the gaming community. Fils-Aimé, who was president when Pritchard first joined Nintendo in 2006, offered a full-throated endorsement.

“It’s a new year and this year there’s a new president at Nintendo of America, and I think Devon Pritchard is going to be excellent at the helm of Nintendo,” Fils-Aimé told the audience.

Following the heartfelt video, Reggie even managed to get a laugh, joking: “You know, when she’s talking about gnarly bosses, she wasn’t talking about me”.

“I’m Excited to Meet You”: A Speech Centered on Community

In her recorded message, Pritchard immediately focused on celebrating the industry’s creative heart. She praised the New York Game Awards for “lifting up the voices, stories, and dreams of so many” over its 15-year history. Her speech was a direct appeal to developers, coders, and writers, emphasizing that “everyone deserves a chance to do meaningful and creative work”.

She specifically highlighted the ‘Playing With Purpose’ program, a nonprofit writing initiative that provides workshops in New York schools. Pritchard’s core message was one of belonging and perseverance, framed in classic Nintendo terms:

“And remember, like any good video game character, you’re on an adventure, and every step you take matters. There are some gnarly bosses, sure, but also many good friends along the way who will support you and powerful rewards for those who persevere. So, keep believing, keep playing, and know that you truly belong in this game”.

From Legal Department to the President’s Office: The Pritchard Profile

Who is the woman now steering Nintendo’s American operations? Devon Pritchard is not an outsider but a 20-year veteran of the company. She joined Nintendo in 2006 as the head of its legal department. Over the past two decades, she climbed the ranks through key leadership roles in marketing, business affairs, and publisher relations.

Most recently, she served as the Executive Vice President of Revenue, Marketing, and Consumer Experience, where she oversaw strategy for the massive U.S. and Canadian markets. In this role, she contributed to major launches like Pokémon Legends: Arceus and Kirby and the Forgotten Land. Her promotion was praised by both outgoing president Doug Bowser and Nintendo’s global president, Shuntaro Furukawa, who expressed “full confidence” in her ability to continue “creating smiles”.

The Gnarly Boss Ahead: Steering the Switch 2 Through Choppy Waters

While Pritchard’s debut was a moment of inspiration, the business reality she faces is complex. She assumes leadership as Nintendo navigates the crucial early years of the Switch 2 lifecycle, amid significant external pressures.

• The Threat of a Price Hike: Multiple industry analysts are predicting a global price increase for the Switch 2 in 2026. Research firm Niko Partners cites the combined weight of “tariffs, increased memory costs, and broader macroeconomic conditions” as the driving force. The concern is so widespread that Dr. Serkan Toto of Kantan Games stated, “Would anybody be shocked if Nintendo followed that up with a price increase for Switch 2 next year?”.
• The Memory Cost Crisis: A major factor is a global memory shortage, driven by soaring demand from AI data centers. This is particularly impactful for consoles, where memory can account for 21-23% of the Switch 2’s manufacturing cost. TrendForce analysis suggests these higher costs could lead to a 4.4% decline in console shipments in 2026.
• A Precarious Balance: Nintendo has so far managed to hold the Switch 2’s price steady. President Furukawa has stated the company “must monitor the situation closely”. However, the company’s recent decision to raise the price of the original 8-year-old Switch from $300 to $340 shows a willingness to adjust when costs rise. The challenge for Pritchard will be balancing these cost pressures against consumer expectations and maintaining the console’s sales momentum.

The Leadership and Market Landscape

A New Chapter Begins

Devon Pritchard’s first message as president was perfectly on-brand for Nintendo: optimistic, community-focused, and rooted in the joy of play. It showcased a leader ready to engage with the creative heart of the industry. Yet, the applause from the New York Game Awards fades into the sober reality of boardrooms and quarterly reports.

Her true test will be navigating the “gnarly boss” of a challenging global economic climate. Her deep institutional knowledge and two decades of experience have prepared her for this moment. The gaming world will be watching closely to see how this new president writes the next level in Nintendo of America’s story.