Bowser takes over at Nintendo in US after Fils-Aime's 13-year reign

Nintendo of America’s president and COO, Reggie Fils-Aime, who has led the company for the past 13 years and become a well-known and liked figure among Nintendo’s fans in the US, is to retire in April, the company has announced. He will be replaced by Doug Bowser, who is currently senior vice-president of sales and marketing.

Unlike most video game company executives, who remain at a distance from the actual business of game creation and marketing, Fils-Aime has regularly appeared at events and in Nintendo’s own broadcasts to talk directly to fans. His endearing personality, willingness to engage in goofy stunts and odd turns of phrase have made him a cult figure with Nintendo’s fans: at 2004’s E3 video game conference, he introduced himself on stage with the now-infamous words “My name is Reggie, I’m about kickin’ ass, I’m about takin’ names, and we’re about makin’ games.”

In a video message accompanying the announcement on Thursday, Fils-Aime paid tribute to his successor, Doug Bowser, as well as Nintendo’s fans. “Thank-you for your never-ending support and for your passionate love of Nintendo – and personally, for giving me a Mushroom Kingdom full of memories that I will never forget … I realise that Nintendo fans share a sense of community that goes beyond video games. For these past 15 years I have been honoured to be included as part of your family.”

Bowser will take over as president of Nintendo of America on 16 April. He joined Nintendo in 2015, having previously worked at Electronic Arts and Procter and Gamble. He oversaw the launch of the Nintendo Switch, which has sold over 9m units in the US.

In a statement, Nintendo’s global president, Shuntaro Furukawa, said: “I really appreciate everything Reggie has done for Nintendo. 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.”