Bowser, who was in charge of sales and marketing before taking over the top job at NoA, was in the role for six years and oversaw a dramatic expansion for Nintendo, which included forays into theme parks and feature films, as well as the recent launch of the Nintendo Switch 2.

“One of my earliest video game experiences was playing the arcade version of Donkey Kong,” Bowser said in a statement. “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.”

In addition to promoting Pritchard, who has been with the company since 2006, Nintendo’s American arm will be adding Satoru Shibata as CEO. Shibata currently serves as managing executive officer and corporate director at Nintendo’s headquarters in Kyoto, and will continue on in both roles moving forward. In a statement about the moves, Pritchard said that “Doug has been a fantastic mentor, and I look forward to building on the incredible foundation he has helped establish.”