Nintendo of America has announced a historic leadership transition. Devon Pritchard, a long-serving executive, will step into the role of President and Chief Operating Officer, succeeding Doug Bowser when he retires on December 31, 2025. This marks the first time a woman will lead Nintendo’s U.S. subsidiary.
Who is Devon Pritchard?
Devon Pritchard has been a key figure at Nintendo of America since joining the company in 2006. Over nearly two decades, she has held senior roles spanning Marketing, Business Affairs, Publisher Relations, and most recently, Revenue, Marketing, and Consumer Experience as Executive Vice President. Pritchard played a central role in shaping NOA’s go-to-market strategies, consumer engagement, and partner programs, guiding the company through the late Switch era and into the early phases of Switch 2 in the Americas.
New Role and Timeline
With Doug Bowser retiring at the end of 2025, Pritchard will assume one of the most visible leadership positions in the U.S. video game industry. In addition to her executive duties, she will join the Nintendo of America Board of Directors and serve as an Executive Officer at Nintendo Co., Ltd., aligning regional leadership with the company’s global strategy.
Significance of the Leadership Change
Pritchard’s appointment is a landmark moment for Nintendo of America. She will be the fifth president in the company’s history and the first woman to hold the position, reflecting both continuity and a broader commitment to diverse leadership. This transition comes at a pivotal time, as Nintendo expands its business into film, theme parks, and the next console generation, ensuring steady guidance for the brand and its growing ecosystem.
Track Record and Achievements
Since 2021, Pritchard has overseen Sales, Marketing, and Communications, later becoming EVP of Revenue, Marketing, and Consumer Experience. Her leadership has been central to managing product launches, retail strategies, and consumer engagement across North America, helping NOA achieve strong commercial performance and maintain its family-friendly, innovative brand reputation.
Industry Reactions
Doug Bowser praised Pritchard as a “strategic and exceptional leader,” crediting her contributions with preparing Nintendo of America for its next phase of growth. Pritchard expressed humility and excitement about the new role, emphasizing her focus on delighting longtime fans while welcoming new audiences into Nintendo’s worlds.
What This Means for U.S. Audiences
For gamers, content creators, and partners in the U.S., this leadership continuity signals stability in product pipelines, marketing campaigns, and retail experiences. With Pritchard’s deep experience in revenue management and consumer experience, players can expect continued emphasis on polished launches, ecosystem engagement, and family-friendly entertainment across games, media, and retail platforms.
SEO-Friendly FAQs
Who is Devon Pritchard?
A 19-year veteran of Nintendo of America, currently EVP of Revenue, Marketing, and Consumer Experience, named the next President and COO of NOA.
When will she take over?
She assumes the role after Doug Bowser retires on December 31, 2025.
What positions has she held at Nintendo?
Pritchard has led teams in Marketing, Business Affairs, Publisher Relations, and held executive leadership over Sales, Marketing, Communications, and Revenue/Consumer Experience.
Is she the first woman to lead Nintendo of America?
Yes, she will make history as the first female president of NOA.
Will she join Nintendo’s global leadership team?
Yes, she will join the NOA Board of Directors and become an Executive Officer at Nintendo Co., Ltd.
Conclusion
Devon Pritchard’s appointment represents a milestone for Nintendo of America, combining decades of institutional knowledge with a historic first in leadership diversity. As the company moves into the next generation of consoles and entertainment experiences, her consumer-focused expertise is expected to drive innovation, fan engagement, and business growth across the U.S. market.
