Reggie Fils-Aime retiring as Nintendo of America's president, Doug Bowser named as replacement

Posted by Justin 'AdaptiveTrigger' Gordon • February 21, 2019 at 11:19 a.m. PST

It has been announced that Reggie Fils-Aime, Nintendo of America's president and chief operating officer, is retiring. His last day will be April 15, 2019.

For 15 years, Fils-Aime worked for Nintendo. In just two years, he became Nintendo of America's president and COO for the remaining 13 years.

"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."

In his place, Doug Bowser has been named as his replacement. Until April, Doug Bowser is Nintendo of America's Senior Vice President of Sales and Marketing.

Bowser has been working under and mentored by Fils-Aime for four years now. In his statement, he is confident in being able to continue his teacher's work.

"It has been my great fortune to work with and be mentored by Reggie for four years at Nintendo of America," said Bowser in the press release. "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."


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President of Nintendo Co., Ltd, Shuntaro Furukawa, also had a few words to say on behalf of Reggie and his retirement.

"I really appreciate everything Reggie has done for Nintendo," said Furukawa. "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."

Reggie Fils-Aime's likeness will most definitely be missed by the community. Outside of his extensive work at Nintendo, he's been known as the source of various memes such as "my body is ready," which came about back during the Wii Fit demonstration at E3 2007.

"In April, I'll be dropping the title that's meant so much to me — President of Nintendo of America. But I'll retain one that means even more — Nintendo fan."
— Reggie Fils-Aime

His awareness of the competitive Super Smash Bros. community was strong, sparking a friendly rivalry with Liquid|HungryBox as demonstrated at E3 2014 and the Nintendo World Championships back in 2015.

He was even in the know with community generated memes such as "no Johns" when talking about the possibility of playing against others. Essentially this meant no making excuses after losses.

Although Fils-Aime had a a humble beginning by starting his career with Nintendo of America back in 2003 as its Executive Vice President of Sales and Marketing, he became its president and COO in May 2006.

As for industry veteran Doug Bowser, he joined NOA back in May 2015 as the Vice President of Sales. Later, he'd be promoted to Senior Vice President of Sales and Marketing within the next year.

"I leave in good health and good spirits," said Fils-Aime in a heartfelt message to fans about his retirement. "And believe me, my body is still ready. In April, I'll be dropping the title that's meant so much to me — President of Nintendo of America. But I'll retain one that means even more — Nintendo fan. From the bottom of my heart, thanks again for everything. You are the best."

Sources: Nintendo of America. Image: Nintendo YouTube.

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