Devon Pritchard Debuts as Nintendo America President

The new leader of Nintendo of America just shared her vision for gaming's future, and it's all about opening doors.

Devon Pritchard stepped into the spotlight for the first time as President and COO of Nintendo of America during the 15th Annual New York Game Awards. Introduced by gaming legend Reggie Fils-Aimé, her predecessor Doug Bowser's predecessor, Pritchard delivered a pre-recorded message that focused less on consoles and more on people.

Her appearance celebrated Playing With Purpose, a nonprofit program bringing journalism and game narrative writing workshops to New York schools. The initiative supports young creators, coders, and writers dreaming of careers in the gaming industry.

"I'm excited to meet you, to hear those stories and to learn from your journeys," Pritchard told aspiring game makers. She compared their paths to video game adventures, complete with challenging bosses, supportive friends, and rewards for those who keep going.

Pritchard took over from Doug Bowser at the end of 2024, stepping into the role during a pivotal moment for Nintendo. She'll lead the company through the Switch 2 launch, the next generation of Nintendo's beloved console line.

Why This Inspires

Pritchard's first message wasn't about hardware specs or sales targets. Instead, she chose to champion accessibility and belonging in an industry that hasn't always welcomed everyone.

Her focus on Playing With Purpose sends a clear signal about priorities. By supporting programs that bring game development education to schools, Nintendo is investing in voices and perspectives that might otherwise never enter the industry.

The metaphor she shared resonates beyond gaming. Comparing life's challenges to video game bosses and emphasizing that "you truly belong in this game" speaks to anyone who's doubted whether they have a place in their chosen field.

Gaming has grown from a niche hobby to a creative powerhouse that shapes culture, and Pritchard's leadership debut suggests she understands that the industry's future depends on welcoming fresh talent from all backgrounds.

Nintendo's success under her leadership will bring exciting new games and technology, but her commitment to the next generation of creators might be the most powerful legacy she builds.