Nintendo’s Big Switch: Dag Bose Steps Down—Meet the First Woman to Lead Nintendo of America
In a major shake-up to surprise fans, Nintendo has announced that the current president and COO of Nintendo USA, Doug Bowser, is officially retiring at the end of 2025. Handling reins? Devon Pritchard—Creating history as the first woman to lead the company’s North American division.
A new era begins on December 31, 2025.
The leadership handoff is scheduled for December 31, 2025, which marks the end of a decade-long journey for Bowser at Nintendo. He originally joined the company as VP of sales and marketing, growing up quickly through the ranks. By 2019, he was named president and COO, making the famous Regi Films-IM successful.
Bowser said in a hearty statement, “American chief Nintendo has received a lifetime honor.” “I am proud of what our team has completed in terms of business success and experiences created for fans.”
He also called Pritchard an “extraordinary leader,” whose promotion reflects his “strong performance and strategic contribution to the development of the company.” The last word of Bouser was filled with faith in its ability to take the company to new heights.
Who Is Devon Pritchard?
The world is not new to the world of Pritchard Nintendo. She joined the company in 2006 and worked in major leadership positions, including Executive Vice President and Publisher Relations of Business Affairs. Recently, she has been leading the charge as VP of revenue, marketing, and consumer experience.
Now, she is ready to become the first woman president of America—a historic moment for the company and gaming industry.
“I am humble and excited to take this new role,” said Pritchard. “Doug has been a magnificent patron, and I am eager to build on the incredible foundation that he helped install.”
His vision? Continue pleasing Nintendo fans for a long time while bringing new players to the family-friendly gaming brand.
Shibata joins as CEO.
As part of this leadership, Satoru Shibata will also step into a new role as CEO of Nintendo, USA. Since 1985, Shibata, an experienced member of the company, had previously served as the chairman of Nintendo Europe. He will avoid this new title by continuing as Executive Officer and Corporate Director at Nintendo Headquarters in Japan.
Given the legacy of Boussar
Under the leadership of Bowser, Nintendo of the US saw tremendous growth—including the continuous success of the Nintendo Switch and the company’s expansion in films and theme parks.
Nintendo President Shantaro Furukawa praised Bowser’s legacy, saying that he helped bring “smiles on the faces of people associated with Nintendo,” and also expressed full confidence in the capacity of Protecard.
As the Bausar prepares to get out, fans and the internal formulas of the industry are equally viewed as how it plays the power shift. One thing is sure: the next chapter of Nintendo is only as exciting as it makes it.