Nintendo has announced that it is opening up a local business entity in Singapore with the goals of boosting its businesses in still-untapped markets in Southeast Asia. Dubbed Nintendo Singapore, the new business entity will be headed up by Takahiro Miura as managing director.
While no concrete plans have been announced so far about the plans Nintendo has for its Singapore branch, the company has also stated in its announcement that it is similarly considering establishing a local entity in Thailand as well to further boost its operations in Southeast Asia. In the meantime, Nintendo Singapore is listed as having a capital stock of SGD $8 million, with Nintendo itself having contributed 100 percent of the capital behind the entity.
The founding of Nintendo Singapore happened on the same day as Nintendo announcing that Doug Bowser would be stepping down from his role as president and chief operating officer at Nintendo of America. Bowser is slated to retire from his position effective December 31, 2025, and will be succeeded by 19-year gaming industry veteran Devon Pritchard, as well as Satoru Shibata.
“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” said Bowser in a statement announcing his retirement. “Since that time, all things Nintendo have continued to be a passion for both me and my family. Leading Nintendo of America has been the honor of a lifetime, and I am proud of what our team has accomplished in both business results and the experiences we’ve created for consumers.”
“Now, it’s time for the next generation of leadership and Devon’s track record speaks for itself. She is an exceptional leader, and her promotion is a testament to her strong performance and strategic contributions to the company’s growth. I have full confidence that she will guide the company to even greater heights.”
Bowser has worked at Nintendo of America for a decade, originally joining the company back in 2015 as vice president of sales and marketing. His work, including how he handled the sales and marketing of the original Nintendo Switch when the console launched, eventually propelled him to the position of senior vice president of sales and marketing before being the successor to Reggie Fils-Aimé in light of his departure in 2019 as the president and COO of Nintendo of America.
Nintendo’s decision to expand its business in Southeast Asia also comes just a few months after the company launched its latest console, the Nintendo Switch 2. While the system has seen great success in some markets, reports have indicated that other markets have seen a decline in sales, with Spain in particular seeing the console fall behind the PS5 in hardware sales.
“It been a month and a half where the PS5 is selling more than the Switch 2 in terms of consoles,” said a host of the Vandal Radio podcast citing sales data. “I also don’t think Nintendo is super happy with games that aren’t theirs. Third-party games, aside from Cyberpunk, not much else is really performing well.”
For more details about the Nintendo Switch 2, check out our review of the console.
