Nintendo of America dropped big news today. Doug Bowser is retiring as President and Chief Operating Officer. Devon Pritchard, who’s been with the company since 2006, will take over his role. The company also named Satoru Shibata as the new CEO of Nintendo of America.
Pritchard brings serious experience to the President and COO position. She’s worked across marketing, business affairs, and publisher relations during her nearly two decades at NOA. Most recently, she led the company’s sales, marketing, and communications teams. Her background fits perfectly with what NOA actually does—managing retail partnerships, running marketing campaigns, and keeping third-party publishers happy in North America.
The CEO appointment puts Shibata above Pritchard in the corporate hierarchy. This setup follows Nintendo’s traditional structure where a Japan-aligned executive oversees regional operations. Shibata previously ran Nintendo of Europe and has deep ties to Nintendo’s headquarters in Kyoto. European fans might remember him from Nintendo Direct presentations in the 2010s or her other Nintendo appearances.
Bowser took the reins in April 2019 after Reggie Fils-Aimé’s retirement. His six-year run saw Nintendo Switch dominate the market and major releases like Animal Crossing: New Horizons break sales records. Before becoming president, Bowser spent four years building NOA’s sales and marketing operations.
For those confused about the titles, here’s the breakdown. The President and COO runs day-to-day operations in North America. The CEO sits above that role and connects NOA to Nintendo’s global strategy.
Big decisions about new hardware, game development, and company direction still come from Japan. NOA handles the regional stuff—getting games on store shelves, running ad campaigns, and managing relationships with retailers like Target and Best Buy.
These changes signal stability rather than disruption. Pritchard knows NOA inside and out. Her publisher relations experience matters as Nintendo works to keep strong third-party support for whatever hardware comes next. Shibata’s appointment reinforces that Nintendo’s Japanese leadership stays firmly in control of the big picture.
