The Academy of Interactive Arts and Sciences (AIAS) announced Don James, a longtime leader and cornerstone of Nintendo of Americas legacy will be honored with a prestigious Lifetime Achievement Award.
This recognition will be celebrated at the 28th Annual Meeting DICE Awardswhich will take place on February 13, 2025 at the Aria Resort in Las Vegas.
James joined Nintendo of America in 1981 as one of the first employees. As Executive Vice President of Operations, he oversaw numerous departments including consumer services, design, experiential marketing, real estate and facilities, manufacturing engineering, quality control, supply chain operations, purchasing, product testing, technical services and technical translation.
During his tenure, James was instrumental in the creation of the video game industry’s current Entertainment Software Ratings Board (ESRB) rating system and the creation of the Interactive Digital Software Association (IDSA), currently known as the Entertainment Software Association (ESA), where he served on the board .
In the early 1990s, James was instrumental in founding the world-famous Electronic Entertainment Expo (E3). He was also an integral part of the AIAS, serving as a board member since 1991.
James was also the primary steward of Nintendo of America’s relationship with the Starlight Children’s Foundation. He co-created the Nintendo GameCube Starlight Fun Center in 2002 and led Nintendo of America’s support of Starlight to provide games and movies to seriously ill children in hospitals.
James is also an active supporter of philanthropic organizations, including the Fred Hutchinson Cancer Research Center and Pratt Fine Arts Center.
“I am truly honored to receive this award from the Academy,” James said in a statement. “This industry is full of so many talented and creative people and it has been an absolute privilege to meet and work with so many of them over the decades. My career has truly been a wild and fun journey and I am proud of all the opportunities I have been given.”
“Don James has been both a humble and integral part of the gaming industry, from his foundational work at Nintendo of America to his passions at the Starlight Children’s Foundation,” AIAS President Meggan Scavio said in a statement. “Throughout his career, he has spearheaded countless impactful initiatives that have led to lasting change, including here at the Academy. We are pleased to celebrate his extraordinary legacy and immense contribution to video game history.”
The AIAS Lifetime Achievement Award is reserved for individuals whose professional careers in the industry span a broad range of disciplines. The recipients are usually people who stand out for their leadership qualities in business and are not necessarily involved in the development or creative process. Through their leadership and ideology, these individuals have driven significant and positive change throughout the industry.
Previous recipients of the Lifetime Achievement Award include: Minoru Arakawa and Howard Lincoln (2006), Ken Kutaragi (2007), Doug Lowenstein (2009), Bing Gordon (2010), Satoru Iwata (2015), Genyo Takeda (2017) and Phil Spencer (2022). Further information about all special award winners can be found here
For tickets to DICE Summit 2025 and the 28th Annual DICE Awards, visit . Stay up to date with all AIAS news by following AIAS on Bluesky, Instagram and Twitter.
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