Former Nintendo Executive and ESA Co-Creator Don James Will Receive Lifetime Achievement Award at DICE Awards

The Academy of Interactive Arts & Sciences (AIAS) has announced the recipient of this year’s Lifetime Achievement Award. Don James, a former Nintendo of America executive and co-creator of the ESA, will receive the honor at the annual DICE Awards in February.

Don James first joined Nintendo of America in 1981 as a warehouse manager, and was one of the company’s first employees. He quickly rose to become senior vice president of operations, and later executive VP, a role in which he remained for over two decades until his retirement just last year. This role saw him overseeing departments such as consumer services, design, experiential marketing, real estate and facilities, manufacturing engineering, quality control, supply chain operations, purchasing, product testing, technical services and technical translation.

In addition to his work at Nintendo of America, James is known for playing a key role in the foundation of the Interactive Digital Sotware Association, now known as the Entertainment Software Association. He was also a critical voice in establishing the Entertainment Software Ratings Board (ESRB) and its ratings system. James also does philanthropic work with groups such as the Starlight Children’s Foundation, the Fred Hutchinson Cancer Research Center, and the Boys & Girls Club of America.

“I am truly honored to receive this award from the Academy,” James said. “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.”

James will receive this award at the 28th annual DICE Awards on February 13, 2025, in Las Vegas. DICE does not award Lifetime Achievement Awards every year, and past winners include Phil Spencer (2022), Genyo Takeda (2017), and a posthumous award given to Satoru Iwata in 2015.

Photo by Gabe Ginsberg/Getty Images.

Rebekah Valentine is a senior reporter for IGN. You can find her posting on BlueSky @duckvalentine.bsky.social. Got a story tip? Send it to rvalentine@ign.com.