Devon Pritchard steps in as first ever Nintendo female president as Doug Bowser retires
Nintendo of America has confirmed that president and chief operating officer Doug Bowser will retire on December 31 after more than a decade with the company. He will be succeeded by Devon Pritchard, currently executive vice president of revenue, marketing and consumer experience, who will also become a member of the board of directors and an executive officer of Nintendo Co., Ltd.
Pritchard, who oversaw the launch of the Switch 2 earlier this year, becomes the first woman to lead a regional branch of Nintendo in the company’s 136-year history.
In addition, Satoru Shibata, a long-time senior executive, will join Nintendo of America as chief executive officer while retaining his positions in Japan.
Reflecting on his career, Bowser said: “Leading Nintendo of America has been the honour of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers.”
He added that it was “time for the next generation of leadership” and expressed confidence in Pritchard’s ability to guide the company forward.
Bowser’s tenure has seen major challenges and controversies. Earlier this month, reports highlighted concerns from contractors following Nintendo of America’s decision to outsource customer support services ahead of the Switch 2 holiday season.
Workers expressed fears that service quality may decline, while Nintendo maintained that customer satisfaction “remains positive.”
Nintendo president, Shuntaro Furukawa, on the other hand, has thanked Bowser for his contributions, noting his role in bringing “smiles to the faces of people connected to Nintendo.”
Pritchard said she was “humbled and excited” to take on the role, describing Bowser as a mentor and emphasising her focus on continuing Nintendo’s legacy of welcoming new players while supporting long-time fans.
Bowser, who joined Nintendo in 2015, became president in 2019 following the retirement of Reggie Fils-Aimé.