Don James of Nintendo of America is getting AIAS’ lifetime achievement award. 
Image Credit: Nintendo/AIAS
The Academy of Interactive Arts & Sciences (AIAS) announced 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 D.I.C.E Awards, taking 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 & 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 key to 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 steward of Nintendo of America’s relationship with 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 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,” said James, in a statement. “This industry is full of so many talented and creative people, and it’s been an absolute privilege getting 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 was fortunate enough to receive.”
“Don James has been both a humble and integral part of the games industry, from his foundational work at Nintendo of America to his passions at the Starlight Children’s Foundation,” said Meggan Scavio, President of the AIAS, 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 video game history.”
The AIAS Lifetime Achievement Award is reserved for individuals whose accompaniments span a broad range of disciplines over a lengthy career in the industry. Recipients are typically individuals distinguished for their business leadership and are 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). Additional information about all special award honorees can be found here
Tickets to the 2025 D.I.C.E. Summit and 28th Annual D.I.C.E. Awards can be found at . Stay up to date on all AIAS news by following the AIAS on Bluesky, Instagram, and Twitter.
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