Nintendo of America president and COO Doug Bowser will retire on 31 December 2025. Long-time executive Devon Pritchard will take the top job. Nintendo veteran Satoru Shibata will add a CEO title for NOA while staying in his Kyoto roles.
Who’s leaving, who’s taking over
Bowser exits at year-end after more than a decade at Nintendo and six years as president. Pritchard steps in on 1 January 2026; Shibata adds CEO duties at NOA.
- Retirement date: 31 December 2025
- Incoming president: Devon Pritchard (NOA EVP; 19-year Nintendo veteran)
- Added change: Satoru Shibata to serve as NOA CEO while keeping HQ roles
- Context: Bowser succeeded Reggie Fils-Aimé in 2019
This is a planned handover rather than a shock exit. Pritchard has handled sales, marketing and communications across Nintendo’s biggest years. Expect continuity on Switch 2 operations, licensing, retail and marketing across North America, which often sets the tone for global beats.
Why it matters for Switch 2 owners
Leadership shifts can affect roadmaps, pricing and comms. Nintendo says support for current hardware and games continues under the new team.
- Switch 2 cycle: We’re mid-launch with first-year software still rolling out
- Pricing chatter: Bowser previously defended flexible first-party pricing on marquee titles
- Signal: Pritchard’s background suggests steady brand and retail strategy
Nintendo’s “value-based” pricing stance became a talking point earlier this year; don’t expect that to change overnight. Pritchard inherits that framework along with the ongoing push to keep the original Switch viable alongside the Switch 2.
The bigger picture of Nintendo leadership
Nintendo has been expanding beyond consoles into parks and film while growing its first-party slate. Bowser presided over those moves in North America; Pritchard now carries them forward. Some reports also note that Pritchard becomes the first woman to hold the NOA president title.
More on Tbreak
- Parks/film footprint: Momentum continues from the past few years
- Org structure: President (Pritchard) plus a CEO role at NOA (Shibata)
- Continuity: Same leadership bench, new titles and responsibilities
Nintendo’s US structure has changed shape before, but the model here is clear: operational continuity with tighter links to HQ via Shibata’s added title. That tends to speed up decisions on marketing and logistics while the product teams in Japan keep building the slate.
When does Doug Bowser actually leave?
31 December 2025. Devon Pritchard becomes president on 1 January 2026.
Who is Devon Pritchard?
A 19-year Nintendo of America executive who led sales, marketing and communications. She’ll take over as NOA president and join the NOA board; she’ll also become a Nintendo Co., Ltd executive officer.
What changes for Switch 2 buyers in the UAE?
No immediate changes. Expect steady supply, seasonal bundles around AED 2,499 during promos, and more microSD Express options from local retailers.
