2022’s D.I.C.E. Awards seen 24 recipients recognized along with a new inductee into the Academy of Interactive Arts & Science (AIAS) Hall of Fame. As an organization, “dedicated to the advancement and recognition of the interactive arts”, the AIAS’ annual award show did just that. The shining stars from the event were undoubtedly It Takes Two and Ratchet & Clank: Rift Apart with the former receiving Game of the Year and the latter receiving four awards. Out of the 23 awards, only one was not for a game, but a gamer.

Phil Spencer, the CEO of Microsoft Gaming as of this past January, received this year’s Lifetime Achievement Award. In the 25 year history of D.I.C.E. (Design, Innovate, Communicate, Entertain) there have only been 6 previous recipients, all of whom have had, “accomplishments span a broad range of disciplines over a lengthy career in the industry…for their business leadership.” Like past individuals recognized by this award, Phil Spencer has, “driven significant and positive change across the industry,” by way of his, “leadership and ideology.”

Starting at Microsoft in ’88 as an intern, Spencer has had a storied career with the company. Leading Xbox, “through multiple console launches….and multiple acquisitions,” Spencer has, “influenced global entertainment franchises…[expanded] cross-platform gaming with the Xbox Network, [invested in] subscription business models with Xbox Game Pass, and [introduced] Xbox Cloud Gaming.” It is safe to say that Spencer has done his part to push video games forward. He has done so while, “balancing business needs with the creative needs,” said a retired Microsoft executive. This comment is striking due to business and creativity having long been seen as opponents of one another. It does not seem surprising that Spencer, who has been described as, “at his core a gamer,” would make that effort.

In his acceptance speech, Spencer acknowledged everyone’s shared responsibility on the business and creative fronts of video games from the Xbox team, to all 3 billion players and creators around the world, and to the gaming industry at large. That responsibility is to, “do everything possible to ensure that this entire industry is about treating every single person with dignity and respect.”

When IGN asked Spencer after his speech if he had a message to players, respect was once again his focus. Along with trying to understand the power of creativity and community, he asked players to, “respect creators.” More often than not, it seems that ideas like “the customer is always right” are what dominate creative and business ventures. Specifically for video games, the phrase “power to the player” has the same effect and seems to be a guiding principle for the industry. So, it seems unique for someone, let alone a CEO, working in games to ask the players for something besides their playtime.

Instead of creations being something “weaponized,” Spencer wishes for a more celebratory perspective as we head to the future. To close the interview Spencer said,

I look at everybody who is brave enough to create something, put it out… have their peers, the industry, players, play and analyze and talk about what they do…Let’s just celebrate the fact that so many great games are coming out from so many creators and realize that’s such a foundation for where this industry is going to go