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 stance, the 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 launched a strike against prominent video game companies after prolonged negotiations failed to yield satisfactory results. The strike, announced by SAG-AFTRA's National Executive Director, Duncan Crabtree-Ireland, affects companies such as Activision, Electronic Arts, Disney Character Voices, and others.
The core issue centers on the unregulated use of AI in the industry. While not opposed to AI technology itself, SAG-AFTRA members express deep concern about its potential to replace human performers. The union highlights the risk of unauthorized AI replication of actors' voices and likenesses, and the threat to smaller roles that often serve as crucial stepping stones for aspiring actors. Furthermore, ethical concerns arise regarding AI-generated content that may not align with an actor's personal values.
Temporary Agreements and Developer Solutions
In response to the challenges, SAG-AFTRA has implemented new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a tiered framework for projects based on budget size ($250,000 to $30 million), providing adjusted rates and terms. This agreement, established in February, incorporates AI protections previously rejected by the video game industry bargaining group. A separate January agreement with Replica Studios allows union actors to license digital voice replicas under controlled conditions, including the right to opt out of perpetual use.
The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer additional temporary solutions addressing key aspects, including:
- Right of Rescission and Producer Default
- Compensation and Rate Maximums
- AI/Digital Modeling Protections
- Rest and Meal Periods
- Late Payment Provisions
- Health and Retirement Benefits
- Casting and Auditions (Self-Tape)
- Overnight Location and Consecutive Employment
- Set Medical Personnel
These agreements exclude expansions, DLC, and post-release add-ons. Projects adhering to these agreements are exempt from the strike, fostering continued work during the industrial action.
Negotiation History and Union Determination
Negotiations commenced in October 2022, culminating in a 98.32% strike authorization vote by SAG-AFTRA members on September 24, 2023. While progress was made on some issues, the lack of enforceable AI protections remains the central obstacle.
SAG-AFTRA President Fran Drescher firmly stated the union's resolve: "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 emphasized the industry's profitability and the crucial contribution of SAG-AFTRA members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's commitment to fair AI practices and resistance to exploitation.
As the strike progresses, SAG-AFTRA remains committed to securing equitable treatment and AI protections for its members within the evolving video game industry.
