Nintendo news: Reggie Fils-Aime announces retirement

In 2004, during Nintendo's E3 press conference, Reggie Fils-Aime - then their executive vice president of sales and marketing - swaggered onto stage and announced to the gathered crowd of press, industry types, and gamers alike: "My name is Reggie. I'm about kicking ass. I'm about taking names. And we're about making games."

Those three phrases planted Fils-Aime's image permanently into the consciousness of video game fans from that moment on. Just two years later, he was named president and chief operations officer of Nintendo of America, essentially becoming the face of Nintendo's business arm in North America.

Today, Fils-Aime announced that, come April 15th, someone else will take that role. (h/t Variety)

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

“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 humor, this is not ‘game over’ for me, but instead ‘leveling up’ to more time with my wife, family and friends.”

Fils-Aime will be replaced in the role by the current Nintendo of America senior vice president of sales and marketing Doug Bowser (yes, you read that right.) Bowser previously worked for Electronic Arts in various executive roles before coming to Nintendo in 2015. Both Fils-Aime and Bowser began their careers with Procter & Gamble before moving on to the gaming industry.

“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.”

"With a name like Bowser," Fils-Aime quipped, "who better to hold the keys to the Nintendo castle?"

What are some of your favorite Reggie Fils-Aime moments, either on stage at E3 or on video? Share them in the comments below.

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