The Academy of Interactive Arts and Sciences (AIAS) has announced the winner of this year’s Lifetime Achievement Award. Don James, former director of Nintendo of America and co-founder of ESA, will receive the honor at the annual DICE Awards gala in February.
Don James joined Nintendo of America in 1981 as a warehouse manager and was one of the company’s first employees. He was quickly promoted to senior vice president of operations and later executive vice president, a role he held for more than two decades until his retirement last year. In this role, he oversaw 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 founding the Interactive Digital Software Association, now known as the Entertainment Software Association. He also played a critical voice in the creation of the Entertainment Software Ratings Board (ESRB) and its ratings system. James also conducts 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. “There are so many talented and innovative people working in this industry, and it has been an absolute privilege to have known and worked 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 to receive.
James will receive the award at the 28th annual DICE Awards on February 13, 2025 in Las Vegas. DICE does not award lifetime achievement awards every year, and previous winners include Phil Spencer (2022), Genyo Takeda (2017), and a posthumous award given to Satoru Iwata in 2015.
Photo: Gabe Ginsberg/Getty Images.
Rebekah Valentine is a senior reporter for IGN. Her posts can be found on BlueSky @duckvalentine.bsky.social. Have a story tip? Send it to rvalentine@ign.com.
