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Exclusive: Nintendo President Doug Bowser on San Francisco Strategy

Author : Ryan Update：May 20,2025

Nintendo is set to delight fans with the opening of its new San Francisco store today, May 15, located in Union Square at 331 Powell Street. This marks the second official Nintendo store in the United States, following the success of the New York location. Originally known as the Nintendo World Store, the New York branch underwent a significant renovation and rebranding to become Nintendo NY, which reopened its doors in 2016.

IGN had the opportunity to visit the San Francisco store and explore what Nintendo has in store for its customers. Additionally, we sat down with Nintendo of America's President, Doug Bowser, to discuss the strategic decision behind opening their first West Coast store at this time.

Nintendo of America President Doug Bowser is preparing to launch the Switch 2. Photo by Kevin Winter/Getty Images.Nintendo of America President Doug Bowser is gearing up for the launch of the highly anticipated Switch 2, set for release on June 5. During our interview, we delved into various topics with Bowser, including the availability of the Switch 2 in the U.S. at launch and beyond, the much-discussed Game-Key Cards, and other exciting developments.

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