Doug Bowser leaves the hot seat, Nintendo enters a new era

Doug Bowser, President and Chief Operating Officer (COO) of Nintendo of America (NOA), will officially retire on December 31, 2025, ending more than a decade with the company. Following his departure, Devon Pritchard, currently Executive Vice President of Revenue, Marketing and User Experience, will take over at NOA. Meanwhile, Satoru Shibata, a key executive at Nintendo's Kyoto headquarters, will take over as CEO of NOA, while continuing his duties in Japan.

Bowser took over as President of NOA in 2019, replacing Reggie Fils-Aimé. During his tenure, he oversaw and led several significant shifts for Nintendo in North America: from the release of a new console, to expansion into the entertainment industry (including theme parks and movies), to increased marketing and brand development. He has said that working at Nintendo for the past 44 years—since being exposed to Donkey Kong as a student—has been the “greatest honor” of his career. Bowser also expressed pride in what the NOA team has achieved during his time at the helm.

Devon Pritchard is not new to Nintendo — she has long worked at NOA, holding key roles in revenue management, marketing, and user experience. She will officially take over as NOA President on January 1, 2026. Pritchard's selection marks a milestone, as she becomes the first female to hold the position of NOA President.

Doug Bowser leaves the hot seat, Nintendo enters a new era - photo 2 — Devon Pritchard.

As for Pritchard’s salary and personal assets, details have not been made public. According to data from human resources sources, the salary for the position of Vice President of NOA can range from $187,000 to $308,000 per year. As President, her income is likely to exceed this figure.

The leadership change at Nintendo of America is expected to continue and grow the direction Bowser has established, while opening up new opportunities under the leadership of Pritchard and Shibata.

According to Game Developer

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