News on Thursday that Nintendo of America president and COO Reggie Fils-Aime is retiring after more than 15 years with the company, led to an immediate outpouring of support on social media from other industry leaders. “All the best to Reggie Fils-Aime on the next phase of his life and career,” said head of Xbox Phil Spencer. “Great leader, industry partner and friend.” All the best to Reggie Fils-Aime on the next phase of his life and career. Great leader, industry partner and friend. — Phil Spencer (@XboxP3) February 21, 2019 “Can’t believe I’m writing this: Reggie Fils-Aime is retiring from Nintendo,” said The Game Awards executive producer and host Geoff Keighley. “One of our industry’s finest leaders and a dear friend. He’s always believed in me. Thank you, Reggie.” Can't believe I'm writing this: Reggie Fils-Aime is retiring from Nintendo. One of our industry's finest leaders and a dear friend. He's always believed in me. Thank you Reggie. — Geoff Keighley (@geoffkeighley) February 21, 2019 I spoke with Reggie today and let him know how much he means to me and the entire games industry. It was an emotional conversation. Reggie leaves Nintendo in one of its strongest positions in history. He will always have a front row seat at @thegameawards Thank you Reggie! — Geoff Keighley (@geoffkeighley) February 21, 2019 “Enjoy a well deserved rest, my friend. Thanks for everything you did for gaming,” tweeted Sony Santa Monica creative director Cory Barlog. “I am super jealous. Please sleep in and do as little as possible so I can live vicariously through your retirement.” Enjoy a well deserved rest, my friend. Thanks for everything you did for gaming. I am super jealous. Please sleep in and do as little as possible so I can live vicariously through your retirement. ❤️ https://t.co/vhXMVqGSas — Cory Barlog 🖖 (@corybarlog) February 21, 2019 “One time I was backstage of an awards show about to present and Reggie looked at me and said, ‘You look uncomfortable,'” said EA creative consultant and former “Call of Duty” developer Robert Bowling. “I was. I was uncomfortable. Have fun in retirement Reggie! May you never be uncomfortable.” One time I was backstage of an awards show about to present and Reggie looked at me and said, “You look uncomfortable.” I was. I was uncomfortable. Have fun in retirement Reggie! May you never be uncomfortable. pic.twitter.com/tcXs7OP4Pk — Robert Bowling (@fourzerotwo) February 21, 2019 “Reggie being replaced by the incredibly appropriately named Doug Bowser, who is a mensch (look that up, fellow babies). Congrats to @thetruebowser!” tweeted Wedbush analyst Michael Pachter. Reggie being replaced by the incredibly appropriately named Doug Bowser, who is a mensch (look that up, fellow babies). Congrats to @thetruebowser!! https://t.co/6gaRaqPRdJ — Michael Pachter (@michaelpachter) February 21, 2019 “Reggie Fils-Aime is stepping down as President & COO of Nintendo and wait, what, no that can’t be right,” said Vlambeer developer Rami Ismail. “Thanks for all the good work, and for the kindness and time the few times we’ve run into each other.” Reggie Fils-Aime is stepping down as President & COO of Nintendo and wait what no that can't be right Thanks for all the good work, and for the kindness and time the few times we've run into each other.https://t.co/jfkmq70ZYy — Rami Ismail (رامي) (@tha_rami) February 21, 2019 Meanwhile, “Gears of War” and “Lawbreakers” creator Cliff Bleszinksi reacted to the news with a simple, “Welcome to the club, Reggie.” https://twitter.com/therealcliffyb/status/1098667700845449216 Perrin Kaplan is the former vice president of marketing and corporate affairs for Nintendo of America and currently the co-founder of the marketing and PR firm Zebra Partners. She worked at the video game publisher from 1992 to 2008 and said Fils-Aime “left an indelible mark” on the industry. “I had the honor of working for Reggie for many years. I learned much and laughed much,” she told Variety via email. “He’s left an indelible mark on Nintendo and the entire industry and I’m proud to call him a friend. Doug Bowser is absolutely exceptional and I look forward to seeing him take the helm.” Fils-Aime began his career at Nintendo of America in 2003 as its executive vice president of sales and marketing. He stepped into the president and COO roles in May 2006. His management led to record-breaking sales for products like the Nintendo DS, Wii, 3DS, and Switch, the company said. Nintendo of America also expanded its physical presence in the U.S. during his tenure, establishing a key sales and marketing office in Redwood City, Calif. And building a new headquarters in Redmond, Wash. Fils-Aime enjoyed a certain amount of popularity with Nintendo fans over the years, especially after an appearance during E3 2007 where, while showing off Nintendo’s exercise title “Wii Fit,” he uttered the memorable phrase, “My body is ready.” It instantly became a viral internet meme. “Nintendo owns a part of my heart forever,” Fils-Aime said. “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 humor, this is not ‘game over’ for me, but instead ‘leveling up’ to more time with my wife, family and friends.” Fils-Aime’s last day with the company will be Apr. 15. Doug Bowser, who is currently Nintendo of America’s senior vice president of sales and marketing, will succeed him as president.<doc-sep>One of Nintendo’s most public faces is leaving the company. Nintendo of America president Reggie Fils-Aimé announced today that he is retiring, with his last day scheduled for April 15th. “Nintendo owns a part of my heart forever,” Fils-Aimé 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 humor, this is not ‘game over’ for me, but instead ‘leveling up’ to more time with my wife, family and friends.” Nintendo fans, Reggie has a message for all of you. Please take a look. pic.twitter.com/EAhaEl5oEJ — Nintendo of America (@NintendoAmerica) February 21, 2019 Fils-Aimé has been a very prominent figure at Nintendo over the years, particularly as a spokesperson. He regularly hosts live onstage events at conferences like E3, and has become something of a meme. Just Google “my body is ready.” He’s been at the company since 2003, overseeing some of Nintendo’s biggest successes, most notably the blockbuster Wii and, more recently, the surprise hit Switch. Fils-Aimé will be replaced by the aptly named Doug Bowser, Nintendo of America’s marketing boss, who joined the company in 2015. “It has been my great fortune to work with and be mentored by Reggie for four years at Nintendo of America,” Bowser said in a statement.<doc-sep>Reggie Fils-Aime, president and chief operating officer of Nintendo of America and one of the video game company's most outspoken executives, will retire this year. In a statement released Thursday by Nintendo, Fils-Aime will leave the company on April 15. Doug Bowser, senior vice president of sales and marketing at Nintendo's American division, will take over as president. "Nintendo owns a part of my heart forever," 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." Fils-Aime worked at Nintendo for 15 years, including the last 13 as Nintendo of America's president and COO. During his tenure, Fils-Aime served as a key pitchman for Nintendo, appearing during events such as the Electronic Entertainment Expo and Nintendo Directs, a series of live-streamed announcements of future hardware and games. Bowser in charge? :Yes, Nintendo is replacing one of its execs with someone named Bowser "Reggie is known as an exceptional leader," said Nintendo President Shuntaro Furukawa in a statement. "We are grateful that he is leaving the business in good shape with strong momentum." Fils-Aime served at Nintendo under one of the company's most pivotal runs. In 2004, the company launched its DS handheld, one of the most successful portable devices ever. In 2006, Nintendo launched the Wii home console, selling more than 100 million units over its lifetime and becoming a cultural phenomenon with its use of motion-controlled gameplay. "Our focus is strictly on driving more and more consumers into the gaming industry," Fils-Aime told USA TODAY in 2009 during the height of the Wii's popularity. "If the consumer sees value and innovation, they are willing to spend." Nearly two years ago, Nintendo launched the Switch video game console, which has sold more than 32 million. Contributing: Mike Snider Follow Brett Molina on Twitter: @brettmolina23.<doc-sep>Nintendo of America president and chief operating officer Reggie Fils-Aime is retiring on April 15, Nintendo announced Thursday, ending his 15 years with the company. He will replaced by Doug Bowser, NOA’s current Senior Vice President of Sales and Marketing. “Nintendo owns a part of my heart forever,” Fils-Aime said in a prepared 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 humor, this is not ‘game over’ for me, but instead ‘leveling up’ to more time with my wife, family and friends.” Nintendo president Shuntaro Furukawa said Fils-Aime is leaving the company in good shape with strong momentum. “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. There are millions more of those to come.” Fils-Aime started at Nintendo of America in 2003 as its executive vice president of sales and marketing and became president and COO of Nintendo of America in May 2006. Under his leadership, he greatly expanded the North American territory alongside the launch of major mainstream games like “Nintendogs,” “Brain Age,” “Wii Sports,” and “Wii Fit.” He was particularly well known for his on-stage, and later on-video, appearances for the company to spell out what fans of Nintendo would be seeing in the near and distant future. His stage presence and good humor led to a strong following among not just Nintendo players and developers, but the industry and its fanbase as a whole. His online celebrity status was most likely born out of Nintendo’s E3 2004 press conference in which he announced “My name is Reggie. I’m about kicking a**. I’m about taking names. And we’re about making games.” Fils-Aime also made a name for himself as he helped to build out the unusual marketing approach for Nintendo’s unusual console: the Nintendo Wii. His discussion of Nintendo’s “Blue Ocean Strategy” for the Nintendo Wii helped to frame the company’s approach for the Wii to an industry that had been increasingly outmaneuvering the Japanese-based company for years in the console market. In introducing the Wii Board fitness add-on, Fils-Aime took to the stage to famously say “My body is ready” which quickly became a meme for both Fils-Aime and Nintendo. As with his replacement, Bowser, Fils-Aime worked at Procter & Gamble early in his career. Bowser joined Nintendo of America in May 2015. Prior to joining Nintendo as vice president of sales, Bowser spent more than eight years at Electronic Arts, most recently as vice president of global business planning. He worked at Procter & Gamble in various roles before that. In a video published Thursday afternoon, Fils-Aime personally thanked gamers for embracing him as part of Nintendo. “As I head off in a couple of months to spend more time with my wife, my family, and my friends, I’m handing over the controller to my friend Doug Bowser,” he said. “With a name like Bowser who better to hold the keys to the Nintendo castle.” He added that he leaves the company in good health and spirits and that “believe me, my body is still ready. From the bottom of my heart thanks again for everything, you are the best.”<doc-sep>
Nintendo of America president Reggie Fils-Aime is to retire after 15 years in the position, and the company's senior vice president of sales and marketing will step into the role. That man's name, dear reader, is Doug Bowser. Fils-Aime joined Nintendo of America in 2003 as its executive vice president of sales and marketing, and was promoted to the role of president and COO in 2006. He's been a familiar face to Nintendo fans throughout his tenure, regularly appearing on-stage at E3 and, in later years, enjoying some light-hearted shenanigans (such as that time he became a puppet) in Nintendo Directs. He also got asked about a new F-Zero game a lot. Fils-Aime's last day is on April 15th, so there'll be a whip round and some cake in the kitchen at half four. Discussing his decision to leave Nintendo, Fils-Aime said, "Nintendo owns a part of my heart forever, 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." Nintendo fans, Reggie has a message for all of you. Please take a look. pic.twitter.com/EAhaEl5oEJ — Nintendo of America (@NintendoAmerica) February 21, 2019 This content is hosted on an external platform, which will only display it if you accept targeting cookies. Please enable cookies to view. Manage cookie settings Reggie also elected to announce the news directly to fans in the short, and wonderfully heartfelt, video above. I genuinely got a bit of a lump in my throat. Doug Bowser, who was vice president of global business planning at EA prior to joining Nintendo (and who probably gets very cross if you swing him around the room by his tail), commented, "It has been my great fortune to work with and be mentored by Reggie for four years at Nintendo of America, 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."