Devon Pritchard driving Nintendo of America: a step change for the future of the colossus
Doug Bowser spent six years as president of Nintendo of America, bearing jokes on his name, but is going to change radically, with the announcement of his retirement. To replace him is Devon Pritchard, a 19-year-old NOA veteran who will be the first woman to cover the office of head of the company. In a press conference, Bowser said that “guidare Nintendo of America was an honor for life, and I am proud of what our team has achieved both in terms of economic results and consumer experiences.” Bowser joined the video game industry in 2007, as vice president marketing and retail planning of EA, but after eight years with the publishing house in different roles, he joined Nintendo of America as vice president sales in 2015. In 2019 he assumed the role of president of the NOA, adding in 2024 also that of operating director. Devon Pritchard succeeds Bowser after an even longer story with the company, where he served as executive vice president for almost 20 years. He will be the fifth person to lead NOA from the foundation in the 1980s, after Bowser, Reggie Fils-Aime, Tatsumi Kimishima and Minoru Arakawa. “I am humble and excited to take this new role,” said Pritchard in a note. “Doug was a fantastic mentor and I am anxious to build on the incredible foundations he helped establish. With characters and worlds that offer something for everyone, my focus will continue to consolidate the legacy of Nintendo to surprise and cheer our long-time fans while welcoming new players in the Nintendo family. ”
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