(Bloomberg) — Nintendo Co. has appointed a new leader for its U.S. operations starting next year, elevating a 19-year industry veteran to oversee the Switch 2’s progress in its largest market.

Nintendo of America President Doug Bowser is retiring at the end of this year, stepping down from a post he held for six years. Devon Pritchard becomes the first female executive in the role after helping oversee the debut of the blockbuster console over the summer. She will also become an executive officer for the parent company in Japan and join the board of the American entity.

The US is Nintendo’s biggest market by revenue and pivotal to its entertainment pipeline. The Japanese company, which prioritizes stability, has typically promoted leaders from within. Pritchard’s predecessors, Bowser and

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