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| Devon Pritchard appears in a video message during her first public industry appearance as Nintendo of America president. |
By Jon Scarr
Nintendo of America’s new president, Devon Pritchard, has made her first public industry appearance since taking on the role earlier this month. The appearance came during the 15th Annual New York Game Awards, where Pritchard addressed the audience through a pre-recorded video message.
The moment marked the first time Pritchard has spoken publicly in her new role since becoming Nintendo of America president on January 1. Rather than using the appearance to outline business plans or signal changes at Nintendo, her message focused on creativity, community, and the people who make the games industry what it is.
A Low-Key First Appearance
Pritchard’s message was introduced by former Nintendo of America president Reggie Fils-Aimé, who noted the significance of her taking on the role and expressed confidence in her leadership. The introduction carried added weight given that Pritchard originally joined Nintendo in 2006, during Fils-Aimé’s early years with the company.
In the video, Pritchard spoke directly to attendees of the New York Game Awards, congratulating the event on its 15th year and highlighting the importance of supporting creativity and storytelling in games. She referenced the event’s focus on uplifting new voices and encouraged creators to continue pursuing their work, even when the path forward feels difficult.
The message was brief and personal, focusing less on corporate direction and more on the people behind the games.
Continuing Nintendo’s Approach to Leadership
Pritchard’s appearance closely reflected Nintendo’s long-standing approach to leadership transitions. Rather than using the moment to outline new strategies or future plans, the company kept the focus on continuity.
Pritchard’s move into the role was part of a planned transition following Doug Bowser’s departure at the end of 2025. Nintendo rarely treats leadership changes as moments for reinvention, instead favouring stability and long-term planning.
That approach was evident here. There were no announcements, no previews, and no shift in messaging. The emphasis remained on consistency and continuity, rather than change.
A Familiar Presence in a New Role
While this was Pritchard’s first public appearance as president, she is far from a new face inside Nintendo. Over nearly two decades with the company, she has held senior roles across legal, business, marketing, and executive leadership.
Most recently, she served as executive vice president of revenue, marketing, and consumer experience, a role that placed her at the centre of Nintendo’s North American operations during the latter years of the Nintendo Switch era.
That background helps explain why her first appearance felt measured and understated. Nintendo has historically promoted leaders from within, favouring institutional knowledge and long-term experience over outside appointments.
Devon Pritchard Steps Out in Her First Public Appearance
Pritchard’s appearance did not attempt to redefine Nintendo’s direction, and that may be the most telling detail of all. Her message aligned closely with how the company has operated for years: quietly, deliberately, and with an emphasis on stability.
As Nintendo prepares for its next phase, the company appears focused on maintaining momentum rather than signalling change. Pritchard’s debut, centred on creativity and community rather than corporate vision, reflects that philosophy.
If this first appearance is any indication, her presidency will likely continue the same steady approach that has defined Nintendo of America through much of the Nintendo Switch era.
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