In February 2013, Deen was invited to return to his alma mater, Pasadena City College, by professor Hugo Schwyzer to speak to students about his career. The appearance, initially open to the public, was restricted by college administrators due to "public-safety concerns" over "protesters". Deen was restricted to speaking to the students of Pasadena City College's "Navigating Pornography" class.
In April 2013, Deen delivered the keynote speech for the Sexual Health Fest at the University of Wisconsin–Madison.
Deen was featured in a July 2012 GQ multi-page article, chronicling his work and personal life. GQ interviewed Deen again for an article about his workout regimen, in which he credited healthy eating habits, a "Jew stomach", and performing strenuous sex acts on camera. In 2013, Deen was listed as the only male performer to make the CNBC Dirty Dozen list of the porn industry's popular stars.
In April 2013, Deen filmed a pornographic scene with reality television participant Farrah Abraham, who had been in one of the Teen Mom series. Deen indicated that he was asked to pretend to be dating Abraham as part of a ploy to market the scene as an accidentally released sex tape, but that he refused to do so, arguing, "If you're going to make a celebrity sex tape and try to pass it off as an amateur home video, you don't hire a well-known porn star!"
Deen co-starred with Lindsay Lohan in Paul Schrader's 2013 film The Canyons, written by Bret Easton Ellis. In July 2013, Deen teamed with American pornographic actress Andy San Dimas, adult app store MiKandi and adult industry news source XBIZ, to release the first adult video production recorded with Google Glass. Within 24 hours, the censored trailer reached one million views on YouTube.
Deen filmed a sex scene with Huffington Post blogger and comedian Jenn Tisdale in late 2013, in a New York City hotel room, after she responded to an open invitation by Deen on Twitter.
Deen has a sizable fan base; his fans, dubbed "Deenagers", have created social media fan pages on Tumblr, Pinterest and standalone fan sites. Deenagers regularly share and comment on Deen's work. In February 2013, Deen launched JamesDeenStore.com. In addition to Deen's films and adult novelties, the store features Deen's Baby Panda brand of clothing.
In January 2014, Deen joined the newly formed Adult Performer Advocacy Committee (APAC), which provides representation for performers within the adult film industry, protects performers' rights, reviews existing health and safety protocols, and initiates new ones as needed. As part of the committee's launch, APAC released a Porn 101 video. A DVD copy was released to all industry talent attending the recent Adult Entertainment Expo in Las Vegas, Nevada. Deen has served as Treasurer and served as Chairperson of APAC until December 2015, when he stepped down following accusations from fellow performers.
On June 25, 2014, Deen participated in a Reddit A.M.A. He received over 4,000 questions over the course of an hour, making Deen's AMA listed by Reddit as the most popular on the site as of the following morning.