Topic: Reggie is Retiring, Bowser taking his place.

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After more than 15 notable years at Nintendo of America, and nearly 13 as 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.

your thoughts?

Edited on by Aozz101x

im creep out with thoese eyes... :P

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NOOOOOOO!!! While Reggie was annoying at times I always like him.

So Bowser is now running Nintendo of America...

Edited on by redd214



At first I thought this was a joke, but it then I realized that it wasn't. I can't believe it.

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I am ready for President Doug Bowsette 😍

Edited on by CharlieGirl

I'll be your 1up girl

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The end of an era. No more kickin' @ss and taking names, no more Reginator, no more Reggie vs Jimmy Fallon...

But in all seriousness: I'm sure he did his job competently, although many misers don't seem to think so, and yeah, he was annoying at times, in his statements to the media, with his typical marketing and PR bla bla, but he was certainly a recognizable, and imposing figure.

Don't know much about Doug Bowser, but his reputation sure seems solid, and he's already done lots of good for Nintendo and the Switch, so I don't think that Reggie stepping down is going to have any negative effect on Nintendo.

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What better way to celebrate than firing something out of the pipe?

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@the8thark ...What?

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awww man, that video gave me the feels. Reggie's silly partakings in directs and presentations always made me laugh. I hope Doug can keep up the fun. I'm sure he'll do his best.

Bye Reggie thanks for everything

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Yeah, I liked his video. I remember starting at GameStop in the month before the Wii launch. There were plenty of folks then and the next few years that came in the stores that didn’t know much about games, but liked Reggie’s engagement in videos they saw.
I never begrudged his PR speak, it came with the territory. I just felt when he did talk, you could tell when he was truly excited for something. 15 years as the head of a regional branch for a multinational entertainment company sounds like a pretty good run to me. Especially for video games, home to some pretty particular fans. 😂

Bowser should be fun. Maybe the Regginator will have one last present for our ready bodies.


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Great message. Great fan

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Great message from Reggie. It seems his legacy at Nintendo is net positive. And I'm thankful for all the hilarious quotes and moments he's given us.

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Doug Bowser can try to having fun at Nintendo company by impersonate Bowser from Mario games. 😆

Well, Bowser from Mario games can be sooo.... Evil, but he still care with his son Bowser Jr. especially from Switch parental control commercial.
Bowser (Mario games) was not a really bad guy to be honest.

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Bowsers Twitter went from 7k to 41k in a day.

Wonder what type of guy he will be. If he is behind Switch advertising and marketing, he's been doing a fantastic job.

Sakurai: Which is why I think we should forget about console wars and focus on what’s really important: enjoying the games themselves.

"If we did this (mobile games), Nintendo would cease to be Nintendo." - Iwata


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