Don James is an American video game executive and currently serves as the executive vice president of operations for Nintendo of America. As a key member of the team led by Howard Lincoln and Minoru Arakawa, James played a critical role in the reintroduction of home video game consoles in North America after the Video Game Crash of 1983, when the Nintendo Entertainment System spawned a late-1980s rebirth of video games. After the collapse of the home video game industry in 1983-84, retailers and press widely agreed that "video game consoles are dead, and the computer game industry is a niche market which mass market retailers should ignore." Arakawa, Lincoln and James coordinated the introduction of the NES while struggling to overcome that skepticism, and ultimately paved the way for Nintendo to rebuild the multi-billion dollar industry during the last half of the decade. James joined Nintendo of America in August 1981, and his employment with the company has now spanned over 30 years. He has been responsible for manufacturing, product development, and design for both coin-op and home games such as Tin Star.