Bowser takes over at Nintendo in US after Fils-Aime's 13-year reign

Head of sales and marketing Doug Bowser to become COO after popular leader retires

Nintendo of America's president and COO, Reggie Fils-Aime, who has led the company for the past 13 years and become a well-known and liked figure among Nintendo's fans in the US, is to retire in April, the company has announced. He will be replaced by Doug Bowser, who is currently senior vice-president of sales and marketing.

Unlike most video game company executives, who remain at a distance from the actual business of game creation and marketing, Fils-Aime has regularly appeared at events and in Nintendo's own broadcasts to talk directly to fans. His endearing personality, willingness to engage in goofy stunts and odd turns of phrase have made him a cult figure with Nintendo's fans: at 2004's E3 video game conference, he introduced himself on stage with the now-infamous words "My name is Reggie, I'm about kickin' ass, I'm about takin' names, and we're about makin' games."