- Doug Bowser will retire as President & COO of Nintendo of America (NOA) on Dec 31, 2025; Devon Pritchard is named his successor as President & COO (effective Jan 1, 2026). [1]
- Satoru Shibata, longtime Nintendo executive and former Nintendo of Europe president, will join NOA as Chief Executive Officer while continuing his roles at Nintendo Co., Ltd. in Kyoto. [2]
- Bowser called leading NOA “the honor of a lifetime”; Pritchard said she is “humbled and excited” to take the role. [3]
- Pritchard is the first woman to serve as President of Nintendo of America in the subsidiary’s 45‑year history, according to multiple outlets. [4]
- The move lands amid the Switch 2 cycle, which launched June 5, 2025 and set company launch records (3.5M units in 4 days); Nintendo keeps a 15M unit FY forecast to March 2026. [5]
- The Americas remain Nintendo’s largest region by sales: ¥515.1B (~$3.46B) in FY ended Mar 2025. [6]
- Compensation: Pritchard’s salary/net worth aren’t public; media note NOA doesn’t disclose this and cite third‑party estimates only. [7]
What changed—and why it matters
Nintendo of America announced a planned leadership hand‑off: Doug Bowser retires Dec 31, 2025; Devon Pritchard becomes NOA President & COO on Jan 1, 2026. In the same move, Satoru Shibata—a veteran who previously led Nintendo of Europe and now serves on Nintendo’s board—will become CEO of NOA, adding a direct HQ link over the American subsidiary. The company framed the transition as continuity through a historic Switch 2 launch year and its expanding entertainment ventures (theme parks, film). [8]
“Leading Nintendo of America has been the honor of a lifetime,” Bowser said. Pritchard added, “I am humbled and excited to take on this new role.” [9]
Major outlets including The Verge, Variety, and VGC amplified the news, underscoring Shibata’s CEO appointment alongside Pritchard’s promotion. [10]
Who is Devon Pritchard?
Pritchard is a 19‑year Nintendo of America veteran. Since 2022 she’s served as EVP of Revenue, Marketing & Consumer Experience after a stint as acting head of sales/marketing. In that period, she oversaw major U.S. launches such as Pokémon Legends: Arceus, Kirby and the Forgotten Land, and Nintendo Switch Sports. Earlier she led Business Affairs & Publisher Relations. [11]
Her elevation makes her the first woman to lead NOA—a milestone observed across industry press. [12]
Why add a CEO for NOA?
Nintendo explicitly states Shibata will “join NOA as Chief Executive Officer” while remaining a Managing Executive Officer and Corporate Director at the parent company. That structure tightens HQ oversight during a pivotal hardware transition. There’s precedent: Nintendo’s 2006 annual report shows then‑executive Tatsumi Kimishima served as Chairman (CEO) of NOA, demonstrating that the role isn’t without history inside the group. [13]
Shibata’s resumé includes years as Nintendo of Europe president, where he became a familiar public face of Nintendo Directs to European audiences—experience relevant to steering NOA’s market execution. [14]
The business context Pritchard inherits
Switch 2 momentum. Nintendo’s successor console launched on June 5, 2025, and quickly became the company’s fastest‑selling hardware (3.5M units in 4 days). The company maintains a 15M unit FY target through March 2026. [15]
Analysts have highlighted both pricing strength and demand:
- “The price is a bit higher than what was widely expected,” said Serkan Toto of Kantan Games when Nintendo set U.S. MSRP at $449.99—an observation that nevertheless dovetailed with strong early sell‑through. [16]
- Piers Harding‑Rolls (Ampere) said the vast Switch audience should “translate to stronger adoption” early in the lifecycle. [17]
Regional stakes. Nintendo’s FY2024/25 report shows The Americas generated ¥515.1B in net sales—NOA’s performance meaningfully influences corporate results. [18]
Entertainment expansion. Coverage notes Bowser’s tenure included theme parks and film pushes—initiatives Pritchard will need to sustain as Nintendo broadens beyond consoles. [19]
How this compares to other platform‑holder shake‑ups
- Sony Interactive Entertainment (PlayStation) adopted a dual CEO model in 2024: Hideaki Nishino (Platform Business) and Hermen Hulst (Studio Business), formalized in early 2025—another example of specialized, HQ‑centric oversight during hardware and content transitions. [20]
- Microsoft’s Xbox elevated Sarah Bond to President of Xbox in late 2023, a reorg that—like Nintendo’s—brought platform engineering, devices, and strategy under a single U.S.‑based executive, while the overall gaming business remains under CEO Phil Spencer. [21]
Takeaway: All three platform holders are tightening operating models and diversifying leadership to manage complex, multi‑product ecosystems (hardware, services, content, and transmedia).
What we know (and don’t) about pay
Nintendo does not disclose NOA executive compensation. A widely shared explainer today noted that Pritchard’s salary and net worth are unknown, with only third‑party salary ranges (e.g., job boards) used as context—not official filings. Treat those figures cautiously until Nintendo publishes any formal disclosures. [22]
Expert and company voices, in brief
- Doug Bowser: “Leading Nintendo of America has been the honor of a lifetime.” [23]
- Devon Pritchard: “I am humbled and excited to take on this new role.” [24]
- Shuntaro Furukawa (Nintendo president): Pritchard “will continue to support Nintendo’s important mission of creating smiles.” [25]
- Serkan Toto (Kantan Games): “The price is a bit higher than… expected” for Switch 2—yet demand is robust. [26]
- Piers Harding‑Rolls (Ampere): The large Switch base should fuel early Switch 2 adoption. [27]
What to watch next
- Jan 1, 2026: Pritchard formally assumes duties as NOA President & COO; Shibata begins as NOA CEO. [28]
- Switch 2 ramp: Can Nintendo beat its 15M unit FY forecast across the Americas and manage post‑launch supply? [29]
- Transmedia & parks: Momentum in film, TV, and theme parks under Pritchard’s U.S. leadership. [30]
- Regional execution: With The Americas as Nintendo’s largest market by sales, expect sharpened retail, marketing, and digital strategies. [31]
Sources & further reading (selected)
- Official announcement: Nintendo’s Business Wire press release on Bowser’s retirement, Pritchard’s promotion, and Shibata’s CEO role. [32]
- Coverage: The Verge, Variety, VGC, Nintendo Everything. [33]
- Pritchard background (201–2022 roles): Business Wire appointment and NOA “About” page. [34]
- Americas sales share: Nintendo Annual Report 2025 (net sales by region). [35]
- Switch 2 demand & forecast: Reuters reporting (launch day & financial guidance). [36]
- First woman to lead NOA: industry reporting today. [37]
- Compensation context (not disclosed): Hindustan Times explainer. [38]
- Comparators: Sony’s co‑CEO model at SIE; Xbox’s 2023 reorg elevating Sarah Bond. [39]
Editor’s note: Several outlets initially headlined Pritchard as “CEO.” The official release clarifies the split: Pritchard = President & COO, Shibata = CEO of Nintendo of America. [40]
References
1. www.businesswire.com, 2. www.businesswire.com, 3. www.businesswire.com, 4. www.gamesradar.com, 5. www.reuters.com, 6. www.nintendo.co.jp, 7. www.hindustantimes.com, 8. www.businesswire.com, 9. www.businesswire.com, 10. www.theverge.com, 11. www.businesswire.com, 12. www.gamesradar.com, 13. www.businesswire.com, 14. www.nintendo.co.uk, 15. www.reuters.com, 16. www.reuters.com, 17. www.reuters.com, 18. www.nintendo.co.jp, 19. www.theverge.com, 20. www.sony.com, 21. www.theverge.com, 22. www.hindustantimes.com, 23. www.businesswire.com, 24. www.businesswire.com, 25. www.businesswire.com, 26. www.reuters.com, 27. www.reuters.com, 28. nintendoeverything.com, 29. www.reuters.com, 30. www.theverge.com, 31. www.nintendo.co.jp, 32. www.businesswire.com, 33. www.theverge.com, 34. www.businesswire.com, 35. www.nintendo.co.jp, 36. www.reuters.com, 37. www.gamesradar.com, 38. www.hindustantimes.com, 39. www.sony.com, 40. www.businesswire.com
