Arakawa, Lincoln and James coordinated the introduction of the NES while struggling to overcome that skepticism, and ultimately paved the way for Nintendo (and, to a lesser extent, Sega and Atari) to rebuild the multibillion-dollar industry during the last half of the decade.
He has been responsible for manufacturing, product development, and design for both coin-op and home games such as Tin Star.
James participated in organizing and creating the Interactive Digital Software Association[2] (later renamed the Entertainment Software Association) and was a leader in the creation of the Electronic Entertainment Expo trade show for the video game industry, the largest event of its kind in the world.
[2] The ratings system was designed in response to concerns from the United States Congress about violence and other content in video games that was inappropriate for younger players.
James has been a member of the board of directors of the Academy of Interactive Arts & Sciences[2] since the inception of the organization.