On September 25, Nintendo announced that Doug Bowser will retire as President of Nintendo of America (NOA) effective December 31, 2025. Nintendo also confirmed that Bowser will be succeeded by Devon Pritchard, NOA’s current executive vice president of revenue, marketing, and consumer experience, starting January 1, 2026.

Bowser’s retirement comes over six years after he succeeded Reggie Fils-Aime as NOA’s fourth President in April 2019. Before his presidency, Bowser was the senior vice president of sales and marketing, where he led the North American launch of the Nintendo Switch in 2017. He joined Nintendo of America in 2015, and quickly became its leader. Upon his appointment, fans noted the amusing coincidence of his surname sharing with the iconic antagonist from the Super Mario franchise.

Doug Bowser’s Career Conclusion

Post the successful launch of the Switch 2, which saw sales exceeding two million units in the U.S. by late August 2025, Bowser’s tenure is drawing to a close. Nintendo’s press release on Business Wire confirmed Bowser’s upcoming retirement as President and COO of NOA on December 31, 2025. Pritchard is set to make history as NOA’s fifth President and the first woman to lead a major division at Nintendo. She is currently NOA’s EVP and will also join the NOA board of directors upon her presidency.

Pritchard’s leadership will coincide with strategic shifts as NOA prepares to adapt to new market dynamics. Earlier in September, reports suggested that NOA was exploring outsourcing around 200 customer support service contracts to streamline operations for the upcoming holiday season. Along with Bowser’s retirement, a new CEO will be instated on November 16, 2025, as Satoru Shibata steps into the role, having previously served as the President of Nintendo of Europe from 2000 to 2018.