Nintendo of America veteran Don James to be given Lifetime Achievement Award at DICE Awards

Today, the Academy of Interactive Arts & Sciences (AIAS) announced that Don James will be honored with a Lifetime Achievement Award at the 28th annual DICE Awards. The event will take place on February 13, 2025, at the Aria Resort in Las Vegas.

James, who served as the executive VP of operations for Nintendo of America, was with the company for over forty years. He joined in 1981 and just retired this year. AIAS says James was both a leader and cornerstone at Nintendo of America during his lengthy run.

Don 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, Don was instrumental in the creation of the video game industry’s current 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, he was key to the creation of the world-renowned Electronic Entertainment Expo (E3). Don was also an integral part of the AIAS, serving as a board member since 1991.

Don 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. Don is also an active supporter of philanthropic organizations, including the Fred Hutchinson Cancer Research Center and the Pratt Fine Arts Center.

Speaking about the award, Don shared: “I am truly honored to receive this award from the Academy. 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.”

AIAS president Meggan Scavio added: “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. 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.”

According to AIAS, the Lifetime Achievement Award “is reserved for individuals whose accompaniments span a broad range of disciplines over a lengthy career in the industry.” They “are typically individuals distinguished for their business leadership and are not necessarily involved in the development or creative process.” Further mentioned, “Through their leadership and ideology, these individuals have driven significant and positive change across the industry.”