Reggie Fils-Aimé
PG / Splash News
United States

Nintendo of America


It wasn’t looking good for Nintendo just a few short years ago, with the failed launch of its previous console, Wii U, and increased competition from rivals Microsoft and Sony. But Fils-Aimé has helped steer the 128-year-old Japanese company into a dramatic turnaround on the strength of a category-redefining hybrid home-and-portable new console, Switch. Since coming to market in March, Switch has been flying off the shelves, on course to sell 10 million by the end of the fiscal year. 
Not bad for this Bronx-born son of Haitian immigrants, who rose to the top job at Nintendo of America in 2006 after stints as varied as Pizza Hut, Guinness and VH1. But what has defined a new era at Nintendo is a broader strategic outlook than the console business that’s just starting to hit all cylinders. There’s an impressive roster of intellectual property from classics like “Donkey Kong” to newer franchises like “Splatoon.” Mobile apps like “Super Mario Run” have become Nintendo’s way into markets like China where its consoles aren’t in circulation. He’s also cashing in on the eSports craze with the company’s own Nintendo World Championships. 
Partnerships are also a big part of the plan. Nintendo struck a deal with Universal Studios that will launch Super Nintendo World-themed areas in theme parks beginning in 2020 in Osaka. Brands like Vans and Hasbro are also a fresh way to extend Nintendo’s reach through licensed merchandise. To compete in this cluttered environment where consumers have so much vying for their attention, it takes being everywhere all at once to win, and Fils-Aimé is doing just that.

He plans to retire from Nintendo in the spring of 2019.


  • Nintendo of America


  • Cornell University (NY, USA)

Variety Honors

  • 2017 Variety500 Honoree
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News from Variety

Reggie Fils-Aime: Nintendo Switch Games Performing at ‘Historic Levels’

Reggie Fils-Aime: Nintendo Switch Games Performing at ‘Historic Levels’

Software sales for the Nintendo Switch are performing at “historic levels” with the release of the company’s fall lineup, Nintendo of America president and COO Reggie Fils-Aime told Forbes, citing "Pokémon: Let's Go, Pikachu!," "Let's Go, Eevee!" and "Super Smash Bros. Ultimate" as well as a big boost from holiday sales as the reason behind the platform’s success at this point in the fiscal year.“…[I]n terms of traditional attach rate, the Nintendo Switch is performing at historic levels,” says Fils-Aime....


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