Nintendo’s Don James to receive AIAS Lifetime Achievement Award

The Academy of Interactive Arts and Sciences (AIAS) has announced that Don James, a longtime leader and cornerstone of Nintendo of America’s legacy, will be honored with a prestigious Lifetime Achievement Award.

This recognition will be celebrated at the 28th annual DICE Awards, which will be held on February 13, 2025 at the Aria Resort in Las Vegas.

James joined Nintendo of America in 1981 as one of its 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 translations.

During his tenure, James was instrumental in the creation of the current Entertainment Software Ratings Board (ESRB) rating system in the video game industry and the creation of the Interactive Digital Software Association (IDSA), now known as the Entertainment Software Association (ESA), where he served on the board.

In the early 1990s, James was instrumental in creating the world-renowned Electronic Entertainment Expo (E3). He has also been an integral part of AIAS, serving as a board member since 1991.

James was also a key steward of Nintendo of America’s relationship with the Starlight Children’s Foundation. In 2002, he co-designed the Nintendo GameCube Starlight Fun Center and led Nintendo of America’s support for Starlight to bring 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 the 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 know and work with so many of them over the decades. My career has been a really wild and fun ride and I’m proud of all the opportunities I’ve been lucky enough to get.”

“From his foundational work at Nintendo of America to his passion at the Starlight Children’s Foundation, Don James has been a humble and integral part of the gaming industry,” Meggan Scavio, AIAS president, said in a statement. “He has implemented countless impressive initiatives that have created lasting change throughout his career, including here at the Academy. We are delighted to celebrate his extraordinary legacy and immense contribution to the history of video games.”

The AIAS Lifetime Achievement Award is reserved for individuals whose accomplishments cover a wide range of disciplines during a long career in the industry. Recipients are usually individuals distinguished by their business leadership and not necessarily involved in the development or creative process. Through their leadership and ideology, these individuals have driven significant and positive change across 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). More information on all the special awards awarded can be found here

Tickets for the 2025 DICE Summit and the 28th Annual DICE Awards can be found at . Follow AIAS on Bluesky, Instagram and Twitter to stay up to date with all AIAS news.

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