Reggie Fils-Aime Is Retiring

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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 Age, 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 U.S.

[ian]

“Doug Bowser”

Surely they’re taking the piss?
You can’t have the head of any branch of Nintendo called Bowser..
Although I suppose that will lead to some great marketing!!

[melancholy]

I’m more sad than I feel I should be over this. Reggie has pretty much become the face of US Nintendo.

[Dr. Zoidberg]

Posting this for Matt & Skynet...

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Reggie has been face of Nintendo in the U.S. since the Gamecube games, so it's sad to see him go.

For me, he represents a new era of the company. Nintendo seemed like this nebulous company from Japan when I was a kid. Him and Iwata were just so good as spokespeople and gave the company such an approachable image. That and Reggie was a meme machine:

[Dr. Zoidberg]

[Skynet]

Posting this for Matt & Skynet...

You should have @Matisfaction so he saw it

[Dr. Zoidberg]

You should have @Matisfaction so he saw it

I'm sure he has downloaded it and burned it to bluray.

[Skynet]

[Dr. Zoidberg]

Here's another one for Mat:



Just loop that first 30 seconds over and over.

[Matisfaction]

You should have @Matisfaction so he saw it

I'm sure he has downloaded it and burned it to bluray.

I've just come to comment while taking a short break from watching all of these videos on a continuous loop. I had to burn multiple blu rays in case I lost one.

[Dr. Zoidberg]

[Matisfaction]

That's when I'm not watching Metal Jesus obvs.

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[Skynet]

You run multiple off-site backups, right?

[Matisfaction]

Will five be enough?

[Skynet]

Make it 6, just in case

[Matisfaction]

I think that I can manage six. Luckily I've stopped watching those dumpster diving videos, the soggy Dreamcast was the pinnacle for me.

[Skynet]

I think that I can manage six. Luckily I've stopped watching those dumpster diving videos, the soggy Dreamcast was the pinnacle for me.

So wasteful

[Dr. Zoidberg]

HEY @Matisfaction!