SAG-AFTRA has announced a strike against major video game companies, including Activision and Electronic Arts. Read on to learn about their concerns regarding AI use and fair compensation for performers, as well as temporary solutions.

SAG-AFTRA Announces Strike Against Major Video Game Companies

The Announcement and Main Sticking Points

SAG-AFTRA officially announced a strike against leading video game companies, effective July 26 at 12:01 a.m. This decision, made after more than a year and a half of fruitless negotiations, was declared by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The strike targets companies such as Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Formosa Interactive LLC, Insomniac Games Inc., Llama Productions LLC, Take 2 Productions Inc., VoiceWorks Productions Inc., and WB Games Inc.

The core issue driving the strike is the unchecked use of artificial intelligence (AI). While the union supports AI technology, members are concerned about its potential to displace human performers. Fears include AI replicating actors' voices or creating digital likenesses without consent, and the possibility of AI taking over smaller roles crucial for emerging actors. Ethical concerns also arise when AI-generated content may not align with the actors' values.

Developer Workarounds During The Strike Period

To address the challenges posed by AI and other issues, SAG-AFTRA has introduced several new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) is a groundbreaking approach designed for projects that traditional agreements cannot accommodate. This framework categorizes projects into four tiers based on production budgets ranging from $250,000 to $30 million, with tailored rates and terms.

Created in February for indie and lower-budget video game projects, the I-IMA incorporates AI protections that were initially rejected by the video game industry bargaining group. A significant side deal was also made with AI voice company Replica Studios in January, allowing unionized actors to create and license digital replicas of their voices under specific terms, including the right to opt out of perpetual use.

The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement provide additional temporary solutions, covering key aspects such as:

• Right of Rescission; Producer’s Default
• Compensation
• Rate Maximum
• Artificial Intelligence/Digital Modeling
• Rest Periods
• Meal Periods
• Late Payments
• Health & Retirement
• Casting & Auditions - Self Tape
• Overnight Location Consecutive Employment
• Set Medics

These agreements exclude expansion packs, downloadable content, or other add-ons produced after the initial release. Interactive programs approved under these agreements are exempt from the strike, allowing for continued work during this period.

Timeline of Negotiations and Union Resilience

Negotiations commenced in October 2022, with SAG-AFTRA members overwhelmingly approving a video game strike authorization on September 24, 2023, with a 98.32% yes vote. Despite progress on various issues, the primary contention remains the employers' refusal to commit to clear and enforceable AI protections for performers.

SAG-AFTRA President Fran Drescher stated, “We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members. Enough is enough. When these companies get serious about offering an agreement our members can live and work with, we will be here, ready to negotiate.”

Crabtree-Ireland emphasized the union's stance, highlighting the significant profits generated by the video game industry and the essential role of SAG-AFTRA members in bringing game characters to life. “It’s stunning that these video game studios haven’t learned anything from the lessons of last year, that our members can and will stand up and demand fair and equitable treatment with respect to A.I., and the public supports us in that,” he said.

Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh reiterated the union's commitment to fair AI practices, stating, “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable A.I. protections, but rather flagrant exploitation. We refuse this paradigm, we will not leave any of our members behind, nor will we wait for sufficient protection any longer.”

As the strike unfolds, SAG-AFTRA remains steadfast in its pursuit of equitable treatment and protection for its members within the dynamic landscape of the video game industry.