Nintendo of America President Reggie Fils-Aime is Retiring

Nintendo of America President Reggie Fils-Aime is Retiring


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‘The Regginator’

Reggie Fils-Aime is to step down as the President of Nintendo America on April 15th, 2019. The ‘Regginator’ has had a long tenure at Nintendo and has been with the company since December 2003. He’s only 57 years old which makes his departure even sadder and unfortunate since Nintendo is losing an icon who has guided the company through some of its most successful periods (the Wii and DS eras come to mind). Ironically, he is to be replaced by Doug Bowser (who has the same name as a certain Mario antagonist) but Reggie will always be remembered fondly by Nintendo fans. In a video posted on Twitter Reggie explained how he wants to retire in order to spend more time with his wife, family, and friends but that Nintendo will always remain in his heart.

For me, I’ll always remember Reggie for that E3 2004 press conference where he announced Nintendo are about ‘kicking ass and taking names’. That presentation is honestly my favorite in E3 history for the way Reggie took the conference by the scruff of the neck. He had charisma, charm, and authority. Since then in the minds of many, he has been an icon for the way the west views Nintendo and he will be sorely missed.

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‘Golden Age of Nintendo’

Reggie was the president of NOA while the company went through one of the most successful eras in their history. The days of the Wii and DS when motion controls and touch controls brought in new audiences that didn’t traditionally play games. The Wii sold 100 million units and the DS sold closer to 150 million units. Reggie played a key role in marketing these products in the US by appearing on talk shows and news programs. His charisma and obvious passion for Nintendo are qualities Nintendo really needed in order to market their products to western audiences. What I mean by this is that every previous president of NOA was Japanese so there may have been some issues getting messages across to intended audiences. As an American Reggie understood Nintendo and Nintendo understood him.

‘Lasting Legacy’

Reggie Fils-Aime will depart the Nintendo as one of its most successful presidents and, similar to the legacy left by Saturo Iwata the impression he leaves will be positive and give his successor the best chance of success. A legend, an icon but most importantly a great guy!

About author

Daniel Leal

I love videogame culture and feel it’s a medium with loads of potential. I mainly play Nintendo games as well as a lot of retro stuff. Im currently studying for an MSc.

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