Nintendo of America President Reggie Fils-Aime Will Retire, Marketing Head Doug Bowser Named As Successor

Legendary Nintendo President’s body is finally ready to rest.

Posted By | On 21st, Feb. 2019

reggie fils amie

Nintendo of America’s legendary President Reggie Fils-Aime will be stepping down after a legendary tenure at the head of the company, Nintendo announced in a press release today. He will be replaced by Doug Bowser, the current Vice President of marketing at Nintendo of America, who is responsible for the incredible Switch branding and marketing, and also has just the perfect name for the job.

“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 has presided over Nintendo through some of the most eventful periods of its history. He joined the publisher during their GameCube era, spearheaded the “blue ocean” philosophy along with then Nintendo President Satoru Iwata, leading Nintendo to utter and uncontested market dominance with the Wii and DS, saw the sudden and unexpected decline of Nintendo with the Wii U and the 3DS, and their subsequent resurgence (again) with the Switch.

While Bowser, being his protege, will hopefully continue Reggie’s inimitable style of management and marketing, Reggie’s presence, which included his appearances during E3, as well as Nintendo’s Direct presentations, and other fan facing events, will be sorely missed.

UPDATE: Reggie Fils-Aime has issued a farewell message to Nintendo fans ahead of his retirement. Take a look below:


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