He succeeded Reggie Fils-Aimé as president in 2019, having previously worked for Procter & Gamble and Electronic Arts.

Bowser worked at Electronic Arts from 2007 through 2015, serving as vice president of global demand planning.

[7][8][5] Bowser joined Nintendo of America in 2015 as the vice president of sales and marketing, and was promoted to senior vice president of sales and marketing in mid-2016, where he oversaw the promotion and release of the Nintendo Switch within North America.

This drew interest when he was first hired by Nintendo,[13] and was the subject of further humorous reactions online upon his promotion to president.

[17] Bowser said he had no issues when such jokes are made, stating "It's a signal to me that we have an amazing, passionate following, and our fans are embracing it.