After 15 years with the company and 13 years as President and COO of Nintendo of America, Reggie Fils-Aime is retiring at 57. Doug Bowser, the wonderfully named Senior Vice President, will take over the role beginning April 15.

“Nintendo owns a part of my heart forever,” said Fils-Aime 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.”

Fils-Aime joined Nintendo in 2003 as the then Senior VP of Sales and Marketing before ascending to President and COO in 2006 after Tatsumi Kimishima ascended to CEO.

For the last decade and a half Fils-Aime has been the face of Nintendo in the US. He quickly became a beloved icon and outgoing spokesperson for the once very conservative Japanese company. When introducing the Wii Balance Board in 2007, Fils-Aime famously uttered “My body is ready,” launching a silly catch phrase still used today.

Bowser joined Nintendo in 2015, much to the delight of gaming headlines everywhere. He ascended to Senior VP a year later. He has helped lead the marketing for the Nintendo Switch outside of Japan.

True to his personality, Fils-Aime fully embraced the humor in the situation: “With a name like Bowser, who better to hold the keys to the Nintendo castle?” You will be missed, Reggie.

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Eric has been writing for over nine years with bylines at Dicebreaker, Pixelkin, Polygon, PC Gamer, Tabletop Gaming magazine, and more covering movies, TV shows, video games, tabletop games, and tech. He reviews and live streams D&D adventures every week on his YouTube channel. He also makes a mean tuna quesadilla.