Nintendo of America’s Reggie Fils-Aime Retires on April 15

Reggie Fils-Aime, the charming and hilarious President of Nintendo of America, is retiring at the age of 57. Fils-Aime will be replaced by Doug Bowser, the current head of sales and marketing at Nintendo of America, on April 15, 2019. 

Fils-Aime explained, “Nintendo owns a part of my heart forever”. He went on to say:

“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.”

Nintendo of America announced on Twitter, with a video of Fils-Aime thanking fans and highlighting many of the memories (and memes) he’s had with the company over the years. 

“I’ll be dropping the title that’s meant so much to me,” Fils-Aime said in the video. “But I’ll retain one that means even more, ‘Nintendo fan.'”

Fils-Aime joined Nintendo in 2003 as the executive vice president of sales and marketing.  He was promoted to president and COO in May of 2006.  As president, Fils-Aime oversaw the launch of Nintendo’s most successful console, the Wii as well as the Nintendo 3DS systems, the Wii U, and now the Nintendo Switch. 

Fils-Aime first introduced himself to the world at E3 2006, by saying, “My name is Reggie. I’m about kicking ass. I’m about taking names.  And we’re about making games.”  Gamers everywhere instantly fell in love with him, and he has since become an icon in the video game industry. 

Bowser, who joined Nintendo of America in May 2015, is known for leading the sales and marketing efforts for Nintendo Switch, which has become the fastest-selling video game system of this hardware generation. Previously, Bowser worked at Electronic Arts and Proctor & Gamble. 

“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.” 

While it is sad to see that Fils-Aime’s body is no longer ready for more time at Nintendo, it’s nice to see him move onto a well-deserved retirement. While there can only be one Regginator, I’m confident that Nintendo of America will be in competent hands. We love you, Reggie, enjoy your retirement.

Published by Nick Forsythe

Filmmaker, Journalist, Nintendo fanboy 🏳️‍🌈