--- description: The new executive shares a name with Super Mario's nemesis title: Nintendo Actually Just Hired Bowser to Head Sales image: https://static.time.com/v3/assets/bltea6093859af6183b/blt032772514fcb2a70/698850eff887dc5098e90904/supersmashbros_nintendo.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Video Games](/tag/video-games/) ## Video Games Update your preferences in [Account Settings](/account/preferences/) Close # Nintendo Actually Just Hired Bowser to Head Sales by [Ben Geier](/author/ben-geier/) ## Ben Geier Update your preferences in [Account Settings](/account/preferences/) Close May 20, 2015 3:07 PM CUT  by [Ben Geier](/author/ben-geier/) ## Ben Geier Update your preferences in [Account Settings](/account/preferences/) Close May 20, 2015 3:07 PM CUT For Nintendo lovers, Bowser is the ultimate baddie, the fire-breathing lizard king that has absconded with Princess Peach since the 1980s. For some Nintendo employees, Bowser is now their boss. And not a video game boss. Nintendo of America [announced today](http://www.businesswire.com/news/home/20150520005475/en/Nintendo-America-Hires-Bowser-VP-Sales#.VVycqkjIbyl "undefined") that it had hired Doug Bowser as VP of sales. Before joining Nintendo, Bowser worked at Electronic Arts. It has been a bust few months for Nintendo, a one-time video game leader that had had a tough few years, marked by disappointing sales of its WiiU console. In March the company [announced it was finally ready](http://fortune.com/2015/03/17/game-over-nintendo-is-going-mobile-with-super-mario-and-friends/ "undefined") to embrace mobile games, meaning Mario and friends could be on your iPhone soon. You can read the [full press release here](http://www.businesswire.com/news/home/20150520005475/en/Nintendo-America-Hires-Bowser-VP-Sales#.VVyg9-vuX8s "undefined"). ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3890745/nintendo-bowser-sales/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3890745/nintendo-bowser-sales/"},"headline":"Nintendo Actually Just Hired Bowser to Head Sales","datePublished":"2015-05-20T15:07:51.000Z","dateModified":"2026-04-13T08:05:25.248Z","description":"No word on whether the new executive will give a fiefdom to his seven children","url":"https://time.com/3890745/nintendo-bowser-sales/","keywords":["Video Games","Tech","sales","Nintendo"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt032772514fcb2a70/698850eff887dc5098e90904/supersmashbros_nintendo.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Ben Geier","jobTitle":null,"url":"https://time.com/author/ben-geier/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt032772514fcb2a70/698850eff887dc5098e90904/supersmashbros_nintendo.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"supersmashbros_nintendo","caption":"","creditText":"","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/video-games/","name":"Video Games"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3890745/nintendo-bowser-sales/","name":"Nintendo Actually Just Hired Bowser to Head Sales"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"The History of Video Game Consoles: Part One","description":"From the Odyssey to the SNES, watch the beginning of the home console industry.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/fcRKqJGz/poster.jpg?width=720","uploadDate":"2013-12-19T18:58:37.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/fcRKqJGz.m3u8","embedUrl":"https://time.com/3890745/nintendo-bowser-sales/","duration":"PT7M58S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/3890745/nintendo-bowser-sales/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```