At E3, Nintendo riffs on Doug Bowser’s name in the best way

Doug Bowser’s first E3 Nintendo Direct delivered a sight gag four years in the making. The new president of Nintendo of America elbowed a certain less successful chief executive (Mushroom Kingdom division) out of the frame when Nintendo’s Yoshiaki Koizumi introduced him.

Bowser joined Nintendo in 2015 (a move we called “the perfect hire”) and took over Nintendo’s North America office when longtime E3 all-star Reggie Fils-Aime retired in April. So, putting a tie on Bowser (but not Mr. Bowser) and confusing the two is some kind of contender for longest “wait for it … wait for it …” punchline ever.

Props to Koizumi for milking this further with the “are you related?” toss to Doug. We’ll trust him that, yes, he does get that all the time. Bravo, guys. The only way this joke could have gone better is if Nintendo hired Doug Thwomp.

But really, what was Bowser growling on about before he was so rudely interrupted?

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