Mario, easily. Everyone knows Mario, more people know Mario than any other character in videogame history, and he is more well known than Mickey Mouse.
Miyamoto is the pure god of game design and is the only game designer who has huge mainstream fame, as he was in the top 10 most influential people list of TIME, for two years in a row now. He achived this by almost single handedly conquering the video game industry TWICE, making the best game ever, making the best selling game ever, and by making people who never played games play games.
This man is the father of modern video games, and now he has become its new posterchild thanks to the Wii's succes.
For hardcore gamers of the PS360 kind, who don't have any sense of humour and think the Wii and Nintendo are trying to kill gaming, I guess David Jaffe is the icon.
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