Don James, Ex-Nintendo Exec, To Get Lifetime Award at DICE

The Academy of Interactive Arts & Sciences (AIAS) has revealed that Don James, a veteran Nintendo of America executive and a co-founder of the Entertainment Software Association (ESA), will be honored with the Lifetime Achievement Award at the upcoming DICE Awards in February 2025. Joining Nintendo in 1981, James held various high-ranking positions, most notably serving as executive vice president for over two decades prior to his retirement. His contributions extend beyond Nintendo, as he was instrumental in establishing the Entertainment Software Ratings Board (ESRB). His philanthropic efforts include work with organizations like the Starlight Children’s Foundation. This recognition reflects James' significant impact on the gaming industry.

Don James significantly contributed to the gaming industry by spearheading various operational departments at Nintendo of America, such as consumer services and quality control, while also co-founding the ESA and influencing the creation of the ESRB ratings system. His extensive industry experience and commitment to philanthropic initiatives further underscore his legacy.

Don James has been a key figure in the development and commercialization of video games since the early 1980s, a pivotal time for Nintendo as it transitioned to become a major player in the home gaming market. Notably, he was part of the team that promoted iconic products and franchises, contributing to Nintendo's global success and innovation. This award not only recognizes his individual achievements but also highlights the evolution of the video game industry itself.