Today: 18 October 2025
Subscribe
Nintendo Shake‑Up: Devon Pritchard Becomes First Woman to Lead Nintendo of America as Doug Bowser Retires; Satoru Shibata Installed as CEO
 ·  ·  ·  · 

Nintendo Shake‑Up: Devon Pritchard Becomes First Woman to Lead Nintendo of America as Doug Bowser Retires; Satoru Shibata Installed as CEO

by
26 September 2025
  • 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

  1. Jan 1, 2026: Pritchard formally assumes duties as NOA President & COO; Shibata begins as NOA CEO. [28]
  2. Switch 2 ramp: Can Nintendo beat its 15M unit FY forecast across the Americas and manage post‑launch supply? [29]
  3. Transmedia & parks: Momentum in film, TV, and theme parks under Pritchard’s U.S. leadership. [30]
  4. 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]

When Did Doug Bowser Become President of Nintendo? The End of an Era (2019-2025)
Watch this video on YouTube.

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

Tags:

Marcin Frąckiewicz Latest posts

CEO of TS2 Space and founder of TS2.tech. Expert in satellites, telecommunications, and emerging technologies, covering trends in space, AI, and connectivity.

  1. Boeing’s Turbulent Week: Big Deal Greenlights, Strike Drama, and Hopes of a Comeback
  2. MindMed Stock Skyrockets on Psychedelic Breakthroughs – What’s Driving the MNMD Surge?
  3. Tesla’s October Shockwave: New EVs, Autopilot Upgrades, AI Shake-Up & Global Gambits
  4. Apple’s Big October Bombshells: Vision Pro 2, M5 MacBook Surprise, and an AI Push Shaking Up Tech

Related Articles

AI Stocks on a Rollercoaster: Mega-Deals, Soaring Valuations & Bubble Jitters (Sept 25–26 Roundup)
Previous Story

AI Stocks on a Rollercoaster: Mega-Deals, Soaring Valuations & Bubble Jitters (Sept 25–26 Roundup)

Humberto Explodes Into a Hurricane: See the Track, Who’s at Risk This Weekend, and the Wild ‘Storm Dance’ That Could Change Everything
Next Story

Humberto Explodes Into a Hurricane: See the Track, Who’s at Risk This Weekend, and the Wild ‘Storm Dance’ That Could Change Everything

Stock Market Today

  • Nixon Peabody Dumps 25,734 General Dynamics Shares for $8.11M, Drops GD to 0.75% of AUM
    October 18, 2025, 4:49 AM EDT. Nixon Peabody Trust Company disclosed a Q3 2025 sale of 25,734 General Dynamics (GD) shares, valued at about $8.11 million based on the quarter's average price. The trade leaves the fund with 30,224 GD shares, worth $10.31 million, or roughly 0.75% of its 13F assets under management (AUM) as of Sept. 30, 2025. The stake had stood at 1.26% in Q2. Post-trade, GD is no longer among Nixon Peabody's top five holdings. As of Oct. 17, 2025, GD traded around $331.15, up 7.4% year-to-date, underperforming the S&P 500 by about 3.2 percentage points over the same period. Top holdings after the filing include IDEV, MSFT, AVLV, AAPL, NVDA.
  • Nixon Peabody Dumps 25,734 General Dynamics Shares for $8.11M, Reducing Stake to 0.75% of AUM
    October 18, 2025, 4:47 AM EDT. Nixon Peabody Trust Company disclosed a Q3 2025 sale of 25,734 shares of General Dynamics (GD) for an estimated $8.11 million, based on the quarter's average price. After the trade, the fund holds 30,224 GD shares worth about $10.31 million as of Sept. 30, 2025. The position now weighs about 0.75% of AUM, down from 1.26% of AUM in Q2 2025 and no longer among the fund's top five holdings. GD was priced at $331.15 on Oct. 17, 2025, up 7.4% year-to-date, and had trailed the S&P 500 by about 3.2 percentage points over the same period.
  • Nixon Peabody Trust Company trims General Dynamics stake by 25,734 shares for $8.11M in Q3 2025
    October 18, 2025, 4:45 AM EDT. Nixon Peabody Trust Company disclosed in an Oct. 17, 2025 SEC filing that it sold 25,734 shares of General Dynamics (GD) for an estimated $8.11 million in Q3 2025, leaving 30,224 shares worth about $10.31 million. The stake now accounts for 0.75% of AUM as of Sept. 30, 2025, down from 1.26% in Q2. GD was priced near $331.15 on Oct. 17, 2025, up 7.4% for the year but lagging the S&P 500 by about 3.2 percentage points YTD. General Dynamics remains a diversified defense contractor with segments including Aerospace, Marine Systems, Combat Systems, and Technologies.
  • Nixon Peabody Trust Co. Sells 25,734 General Dynamics Shares for $8.11M; GD Stake Falls to 0.75% of AUM
    October 18, 2025, 4:43 AM EDT. Nixon Peabody Trust Company disclosed a Q3 2025 sale of 25,734 General Dynamics shares, worth about $8.11 million at the quarter's average price. After the trade, the fund holds 30,224 GD shares, valued at $10.31 million as of Sept. 30, 2025, reducing GD to roughly 0.75% of AUM from 1.26%. The position is no longer in the fund's top five holdings. Top exposures now include IDEV, MSFT, AVLV, AAPL, and NVDA. GD traded around $331.15 on Oct 17, 2025, up 7.4% year-to-date, but lagged the S&P 500 by about 3.2 percentage points for the period. General Dynamics remains a diversified defense contractor with segments in Aerospace, Marine Systems, Combat Systems, and Technologies.
  • Nixon Peabody Trust Co Sells 25,734 General Dynamics Shares for $8.11M, Reducing GD Holding to 0.75% of AUM
    October 18, 2025, 4:37 AM EDT. Nixon Peabody Trust Company disclosed in an SEC filing that it sold 25,734 shares of General Dynamics (GD) for an estimated $8.11 million in Q3 2025. The trade trimmed the stake to 30,224 shares valued at $10.31 million as of Sept. 30, 2025, reducing exposure to 0.75% of AUM from 1.26%. Post-trade, GD falls outside the fund's top five holdings, with the lineup led by IDEV, MSFT, AVLV, AAPL, and NVDA. At the close on Oct. 17, 2025, GD traded around $331.15, up 7.4% for the year but underperforming the S&P 500 by about 3.2 percentage points over the period. The take suggests a modest tilt rather than a strategic pivot, given GD's small footprint in the overall portfolio.
Go toTop