James is the Director of Fraser Esports, and global esports speaker and consultant. Fraser Esports is the first company in the world to run the esports online BTEC, which he helped co-write, whilst his company also provides esports education and consultancy around the world. His mission is to provide esports education to home educated students, AP, SEND and mainstream students, and create a global curriculum that introduces esports education and its benefits to everyone.

James has won multiple awards for his innovation and leadership in education, including the SFCA for the BTEC esports qualification, the Ed Tech Innovator Award, and the NASEF Scholastic Fellow. He is also a global speaker, author, mentor, and ambassador for esports and education, collaborating with prestigious organisations such as Microsoft, Fnatic, NASEF, NES, Gameplan, and Yoyotech.

James's mission is to link students with the best work experience opportunities and employers, prepare them for the ever-changing workforce, and provide support to those in education wanting to discover how esports can help all students. James is also the education advisor for Esports Insider (ESI) and has been working in esports education for many years, and mainstream education for over 22 years at mid to senior level. His other roles have seen him as a National Trainer for Pearson, the co-creator of the first-ever BTEC in esports, and BDM and QM Samurai founder at Queen Mary's College, Basingstoke.