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Nintendo of America’s leadership changed at the turn of 2026: Doug Bowser’s retirement took effect on December 31, 2025, and Devon Pritchard became president on January 1, 2026. Nintendo identified Pritchard as the first woman to hold the presidency of its North American subsidiary.
What changed at Nintendo of America
Nintendo announced the transition on September 25, 2025. Bowser retired as president at the end of that year, and Pritchard took over the role the following day. Nintendo’s September 26 officer notice records both changes.
| Date | Change |
|---|---|
| September 25, 2025 | Nintendo of America announced Bowser’s retirement and Pritchard’s succession. Nintendo of America announcement, syndicated by Business Wire. |
| December 31, 2025 | Bowser’s retirement as Nintendo of America president took effect. Nintendo Co., Ltd. officer personnel notice. |
| January 1, 2026 | Pritchard’s appointment as president took effect, according to the same Nintendo officer notice. |
| May 8, 2026 | Nintendo’s executive-officer changes document continued to list Pritchard among its executive officers. Nintendo Co., Ltd. executive officer changes. |
Who is Devon Pritchard?
Before becoming president, Pritchard was Nintendo of America’s executive vice president of revenue, marketing, and consumer experience. Nintendo described her as a longstanding member of the company’s leadership team, with more than a decade in multiple leadership positions at Nintendo and 19 years of experience in the video game industry, as stated in its September 2025 announcement.
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Nintendo called her the first woman to serve as president of Nintendo of America. That milestone is specific to the presidency of the North American subsidiary; it is not a claim that Pritchard became head of Nintendo Co., Ltd., the global parent company.
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When did Doug Bowser leave Nintendo?
Bowser’s retirement as Nintendo of America president became effective December 31, 2025. Nintendo announced the planned departure in September 2025. In that announcement, Bowser said, “Leading Nintendo of America has been the honor 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, “Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself.”
“Goodbye to Bowser” refers to the executive’s surname, which is also the name of the Mario series character. The announcement concerns Doug Bowser’s retirement, not a change to the character or the franchise.
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What the announcement does—and does not—tell us
The official notices establish who held the Nintendo of America presidency and when the transition took effect. They do not establish measurable commercial or consumer effects caused by the change, so any claim that the appointment improved sales, products, or customer experience would require separate evidence.
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