SAG-AFTRA's strike against major video game companies, including Activision and Electronic Arts, highlights critical concerns about AI usage and fair compensation. This article details the union's position, proposed solutions, and the ongoing negotiations.

SAG-AFTRA Initiates Strike Against Leading Video Game Studios

Key Issues and the Strike Announcement

On July 26th, SAG-AFTRA commenced a strike against prominent video game companies, including Activision, Electronic Arts, and others. This action, following prolonged unsuccessful negotiations, underscores the union's deep concerns. The core issue centers on the unregulated use of AI in the industry.

While not inherently opposed to AI technology, SAG-AFTRA members fear its potential to replace human performers. The union worries about unauthorized use of actors' voices and likenesses for AI-generated content, as well as AI's potential to eliminate smaller roles crucial for career development. Ethical implications are also raised regarding AI-generated content that may not reflect actors' values.

Temporary Agreements and Workarounds

In response to AI concerns and other industry issues, SAG-AFTRA has established new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a tiered framework for projects with budgets between $250,000 and $30 million, providing adjusted rates and terms. This agreement, developed in February, includes AI protections initially rejected by the video game industry bargaining group.

A significant development was a January agreement with AI voice company Replica Studios, enabling union actors to license digital voice replicas under specific conditions, including the right to refuse perpetual use.

The Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions addressing various aspects, including:

⚫︎ 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 specifically exclude expansion packs and post-release content. Projects approved under these agreements are exempt from the strike.

Negotiation History and the Union's Resolve

Negotiations began in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) voted to authorize a strike. Despite some progress, the central impasse remains the employers' resistance to robust AI protections.

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.” Duncan Crabtree-Ireland, SAG-AFTRA National Executive Director & Chief Negotiator, highlighted the industry's substantial profits and the vital role of union members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, emphasized the union's commitment to fair AI practices and rejection of exploitation.

The strike underscores SAG-AFTRA's unwavering dedication to securing equitable treatment and protection for its members within the evolving video game industry.