Bowser takes control of Nintendo in America

Aptly named executive will take over from fan favourite Reggie Fils-Aime

(Getty Images for Nintendo of Ame)

Nintendo of America has a new boss: Bowser.

The aptly named executive – long-standing Nintendo executive Doug Bowser, rather than the huge and spiky turtle-like creature – will take over from Reggie Fils-Aime.

Mr Fils-Aime has been at Nintendo of America for more than 15 years, and spent nearly 13 as its boss. He will leave in April, Nintendo announced.

He will be succeeded by Mr Bowser, whose name has somewhat overshadowed the rest of the announcement. Mr Bowser currently serves as senior vice president of sales and marketing.

“With a name like Bowser, who better to hold the keys to the Nintendo castle?” Mr Fils-Aime said in a video announcing the change, which was posted to Twitter.

Mr Fils-Aime has been one of the most prominent of Nintendo's executives, helping to introduce consoles including the most recent Switch.

“Nintendo owns a part of my heart forever,” Mr Fils-Aime said in a statement. “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 humour, this is not ‘game over’ for me, but instead ‘leveling up’ to more time with my wife, family and friends.”

Mr Bowser said he was looking forward to taking over the new role.

“It has been my great fortune to work with and be mentored by Reggie for four years at Nintendo of America,” he said in a statement. “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.”