Nintendo’s Don James will receive the AIAS lifetime achievement award

The Academy of Interactive Arts and Sciences (AIAS) 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 edition 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 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 assurance, supply chain operations, purchasing, product testing, technical services and translation technique.

During his tenure, James was instrumental in creating the video game industry’s current Entertainment Software Ratings Board (ESRB) rating system and in 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 the creation of the world-renowned Electronic Entertainment Expo (E3). He was also an integral part of the AIAS, serving as a board member since 1991.

James was also the key manager of Nintendo of America’s relationship with the Starlight Children’s Foundation. He co-designed the Nintendo GameCube Starlight Fun Center in 2002 and led Nintendo of America’s support of Starlight to bring games and movies to seriously ill children in hospitals.

James also actively supports philanthropic organizations, including the Fred Hutchinson Cancer Research Center and the Pratt Fine Arts Center.

“I am truly honored to receive this Academy Award,” James said in a statement. “This industry is filled with 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 truly been a wild and fun ride, and I am proud of all the opportunities I have been fortunate enough to receive.”

“Don James has been a humble and integral part of the games industry, from his founding work at Nintendo of America to his passions at the Starlight Children’s Foundation,” AIAS President Meggan Scavio said in a statement. “He has driven countless impactful initiatives that have created lasting change throughout his career, including here at the Academy. “We are thrilled to celebrate his extraordinary legacy and immense contributions to the history of video games.”

The AIAS Lifetime Achievement Award is reserved for individuals whose support spans a wide range of disciplines over a long career in the industry. The recipients are usually people who are distinguished by their business leadership and do not necessarily participate in the creative or development process. Through their leadership and ideology, these individuals have driven significant, 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). Additional information on all special award recipients can be found here.

Tickets for the 2025 DICE Summit and the 28th annual DICE Awards can be found at. Stay up to date on all AIAS news by following AIAS on Bluesky, Instagram and Twitter.