President of Nintendo America, Reggie Fils-Aime has announced that he will be stepping down from his post on April 25th, to be replaced by former senior vice president of sales and marketing Doug Bowser.

So, not that Bowser, but it’s still weird.

Fils-Aime joined Nintendo of America in 2003, and has served as the president and COO of the company since 2006. He quickly became one of the company’s most recognisable faces, through the energy, personality, and business acumen he brought to many gaming conference appearances.

Retiring to spend more time with family, Fils-Aime said in a statement, “Nintendo owns a part of my heart forever. As I look forward to departing in both good health and good humor, this is not ‘game over’ for me, but instead ‘leveling up.’”

Bowser joined Nintendo in 2015 as vice president of sales, quickly moving up to lead the marketing campaign for the latest console, the Switch, which has sold faster than any other console in generation.

Counting Fils-Aime as a personal mentor, Bowser has pledged to maintain the company’s current momentum when he takes over, saying in a statement, “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.”

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