Nintendo of America President and COO Reggie Fils-Aime, affectionately dubbed “The Regginator” by fans, announced his retirement via an official press release and Twitter video earlier this week. Doug Bowser, current Senior Vice President of Sales and Marketing for Nintendo of America, will be Reggie’s successor after his final day in April.

“I wanted to reach out directly to you, the Nintendo community, because there’s one thing I really want to say,” said Reggie in the video. “Thank you for your never-ending support, and for your passionate love of Nintendo. And personally, for giving me a Mushroom Kingdom full of incredible memories that I will never forget.”

Reggie Fils-Aime holding a prototype DS system at Nintendo's E3 2004 conference.
Reggie at Nintendo’s E3 2004 press conference. Source: 
Susan Goldberg/Bloomberg (Getty Images)

Reggie joined Nintendo in 2003 as the company’s Executive Vice President of Sales and Marketing, and became its president for North America in 2006. Since then he has built a reputation as the face of the company, and is credited for rebranding it on a more personable level. Reggie’s debut in Nintendo’s 2004 E3 press conference was not only the start of his role as executive mascot, but also initiated the rejuvenation of Nintendo’s standing as a gaming powerhouse that continues to this day.

Said Bowser in a tweet, “I have learned so much from Reggie. His love and passion for Nintendo, along with yours, will never be far from my mind.”

Bowser, formerly of Electronic Arts, certainly has great shoes to fill, but has already cemented himself as a part of the Nintendo family since he joined its ranks in 2015. Jokes about the coincidental name aside, it will be interesting to see where Bowser takes Nintendo next.