On a second thought, even better would be to actually use runcommand, taking advantage of its goodies such as video mode settings and emulator selection:

# Launch FixItFelixJr /opt/retropie/supplementary/runcommand/runcommand.sh 0 _SYS_ megadrive "/home/pi/RetroPie/roms/megadrive/FixItFelixJr.bin"

Runcommand also prepares the console like hiding the cursor and even can display a splash screen art if configured. This is the way EmulationStation launches games and you also get the benefit of error messages being logged to /dev/shm/runcommand.log for debugging.

@mitu I think it should be a selectable option under the es menu, just like you can select specific emulators to open to.