TLDRs:
- Nintendo establishes Singapore subsidiary to expand business in Southeast Asia.
- Takahiro Miura appointed managing director of new Singapore branch.
- Company considers Thailand expansion to further strengthen regional presence.
- Move follows launch of Nintendo Switch 2 and leadership changes in US.
Nintendo has officially launched a wholly owned subsidiary in Singapore, marking its first dedicated business presence in the region.
The new entity, Nintendo Singapore Pte. Ltd., was founded on September 26, 2025, with a capital stock of SGD $8 million, fully funded by the Japanese gaming giant. The move is seen as part of a broader strategy to tap into Southeast Asia, a region where Nintendo has historically maintained a more limited footprint.
Takahiro Miura has been named as the managing director of the Singapore subsidiary. While specific operational plans have not yet been disclosed, the company has indicated it is actively exploring the establishment of another local entity in Thailand to further expand its regional operations.
Strategic Timing Amid Leadership Shifts
The announcement of Nintendo Singapore comes on the same day that Doug Bowser, president and COO of Nintendo of America, announced his retirement effective December 31, 2025.
Bowser, who has been with the company for over a decade, will be succeeded by Devon Pritchard, a 19-year veteran in the gaming industry, along with Satoru Shibata.
Bowser expressed pride in his tenure, noting the company’s achievements in both business growth and customer experience.
“Leading Nintendo of America has been the honor of a lifetime,” he said, reflecting on his career from vice president of sales and marketing to his current role.
His leadership included steering the launch and marketing of the Nintendo Switch, establishing him as a pivotal figure in the company’s American operations.
Regional Growth in Focus
Nintendo’s Singapore subsidiary signals a shift in focus toward Southeast Asia, a market that has shown growing demand for gaming hardware and software. The company’s recent release of the Nintendo Switch 2 has performed strongly in several regions, though sales have lagged behind competitors like the PlayStation 5 in some markets, including Spain.
By establishing a physical presence in Singapore, Nintendo aims to strengthen distribution, marketing, and partnerships across emerging Southeast Asian markets, potentially replicating its earlier successes in Japan, North America, and Europe.
Industry analysts see this move as a proactive step, especially considering the competitive pressure from other console makers and the evolving gaming landscape. Southeast Asia represents a significant opportunity for Nintendo to reach new audiences and cultivate long-term growth.
Future Expansion Considerations
While the Singapore subsidiary marks an initial step, Nintendo is also evaluating a potential presence in Thailand, which would further solidify its reach across the region.
The company has not disclosed precise timelines or investment details for this potential expansion, but regional analysts expect a combination of local partnerships, marketing campaigns, and retail growth to be part of the strategy.
Nintendo’s expansion comes amid a period of transition, both in leadership and product development. The company is balancing innovation in gaming hardware with global market penetration, positioning itself to compete more effectively against other major players.
