Nintendo of America’s Reggie Fils-Aime to Retire: Doug Bowser Named New President

Transition will Occur in April

REDMOND, Wash.–(BUSINESS WIRE)–After more than 15 notable years at Nintendo of America, and nearly 13
as its President and COO, Reggie Fils-Aime will retire. His last day
with Nintendo will be April 15. Doug Bowser, NOA’s current Senior Vice
President of Sales and Marketing, will then succeed Reggie as President
of Nintendo of America.

“I really appreciate everything Reggie has done for Nintendo,” said
Shuntaro Furukawa, President of Nintendo Co., Ltd. “Inside and outside
our company, Reggie is known as an exceptional leader. We are grateful
that he is leaving the business in good shape with strong momentum.
While we will miss him and we wish him the very best in his retirement,
we are also pleased to have such an able successor ready to step into
that role. Doug Bowser and the rest of the team will ensure a seamless
transition and continued momentum for Nintendo.”

“Nintendo owns a part of my heart forever,” Fils-Aime said. “It’s a part
that is filled with gratitude – for the incredibly talented people I’ve
worked with, for the opportunity to represent such a wonderful brand,
and most of all, to feel like a member of the world’s most positive and
enduring gamer community. As I look forward to departing in both good
health and good humor, this is not ‘game over’ for me, but instead
‘leveling up’ to more time with my wife, family and friends.”

“It has been my great fortune to work with and be mentored by Reggie for
four years at Nintendo of America,” Bowser said. “And rest assured, we
will continue to build on his work to evolve and expand our brand,
furthering Nintendo’s global mission of creating smiles. There are
millions more of those to come.”

Fils-Aime started at Nintendo of America in 2003 as its Executive Vice
President of Sales and Marketing and became its President and COO in May
2006. His time with Nintendo began during the Nintendo GameCube and Game
Boy Advance era. His leadership of Nintendo’s largest territory expanded
the audience for Nintendo products as phenomena like Nintendogs, Brain
, Wii Sports and Wii Fit brought millions of new
players to the world of video games. Fils-Aime’s management led to
record-breaking sales for products like the Nintendo DS, Wii, Nintendo
3DS and Nintendo Switch systems. At the same time, he communicated
innovative new product features to a mass audience via his strong and
affable personality, making him a favorite of media, members of the
video game industry and Nintendo fans alike.

During his tenure, Nintendo of America has expanded its physical
presence in the U.S., having established a key sales and marketing
office in Redwood City, California, and built a new NOA headquarters in
Redmond, Washington, that has received awards for its environmentally
friendly design.

Bowser is an industry veteran who joined NOA in May 2015 as the Vice
President of Sales before being promoted to Senior Vice President of
Sales and Marketing the next year. During his time at NOA, Bowser led
the sales and marketing efforts for Nintendo Switch, which became the
fastest-selling video game system of this hardware generation through 21
months, according to The NPD Group. Previously, Bowser was an executive
with industry powerhouse Electronic Arts, most recently as the company’s
Vice President of Global Business Planning. He also worked at Procter &
Gamble in various sales leadership roles in Asia, Latin America and the

About Nintendo: The worldwide pioneer in the creation of
interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan,
manufactures and markets hardware and software for its Nintendo Switch
system and the Nintendo 3DS family of portable systems.
Since 1983, when it launched the Nintendo Entertainment System,
Nintendo has sold more than 4.7 billion video games and more than 740
million hardware units globally, including Nintendo Switch and the
Nintendo 3DS family of systems, as well as the Game Boy,
Game Boy Advance, Nintendo DS family of systems, Super NES,
Nintendo 64, Nintendo GameCube, Wii
and Wii U systems. It has also created industry icons that
have become well-known, household names, such as Mario, Donkey Kong,
Metroid, Zelda and Pokémon. A wholly owned subsidiary, Nintendo of
America Inc., based in Redmond, Wash., serves as headquarters for
Nintendo’s operations in the Americas. For more information about
Nintendo, please visit the company’s website at

Note to editors: Nintendo press materials are available at,
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Rich George
[email protected]
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