Video game actors go on strike over AI after nearly two years of negotiations (2024)

SAG-AFTRA members have officially gone on strike today, as the union calls for better safeguards against AI for video game actors.

After the union approved strike action earlier this week, the Screen Actors Guild (SAG-AFTRA) has now called a strike, following failed negotiations with gaming companies.

The US-based union has been threatening strike action since September last year, as it negotiates the Interactive Media Agreement which covers SAG-AFTRA members who work in video games.

The main issue, as with last year’s Hollywood strikes, is to protect performers and provide them with fair compensation in regards to AI technology, which is already affecting the livelihoods of many developers, as companies try to cut costs.

SAG-AFTRA has been in talks with several gaming companies in the US since October 2022, including Activision, Blindlight, Disney Character Voices, EA, Formosa Interactive, Insomniac Games, Llama Productions, Take 2 Productions, VoiceWorks Productions, and WB Games.

Several of these companies, like Blindlight and Formosa, have contributed performance work to titles like Starfield, Deathloop, and God Of War Ragnarok.

As announced on Thursday, SAG-AFTRA members will go on strike as of today (July 26), after negotiations failed in regards to enforcing AI protections.

Fran Drescher, president of SAG-AFTRA, said: ‘We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members. Enough is enough. When these companies get serious about offering an agreeement our members can live – and work – with, we will be here, ready to negotiate.’

SAG-AFTRA’s national executive director and chief negotiator, Duncan Crabtree-Ireland, said: ‘The video game industry generates billions of dollars in profit annually. The driving force behind that success is the creative people who design and create those games.

‘That includes the SAG-AFTRA members who bring memorable and beloved game characters to life, and they deserve and demand the same fundamental protections as performers in film, television, streaming, and music: fair compensation and the right of informed consent for the AU use of their faces, voices, and bodies.

‘Frankly, 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 AI, and the public supports us in that.’

This strike means game companies will no longer be able to hire SAG-AFTRA members, unless they sign a new interim agreement which offers ‘critical AI protections’.

While this strike only applies to the US, British actors trade union Equity has since released a statement in solidarity with SAG-AFTRA. The UK union, however, will not be able to join them on strike due to ‘restrictive UK legislation’.

John Barclay, assistant general secretary at Equity, said: ‘Equity stands in total solidarity with SAG-AFTRA who have taken the brave decision to authorise a strike against US video games companies.

‘Voice and performance capture artists are a vital part of this multibillion-dollar industry, bringing to life characters that make games successful. We stand shoulder to shoulder with SAG-AFTRA as partners in a global fight to secure fair pay and protect our members’ rights, which could not be more urgent as we move forward with artificial intelligence innovation.’

While it’s unclear how long this strike will last, last year’s Hollywood actor’s strike came to an end after four months. The strike caused production delays on many film and TV shows, the effects of which will continue to be felt for years, so it’s possible it could have a similar impact on many games in development at Activision, EA, Insomniac, and the others in negotiations.

Update:

Strikes in the video game realm might become more frequent moving forward, as more developers have unionised in light of the growing instability within the industry over the past few years.

Just recently, the team behind Blizzard’s World Of Warcraft voted to unionise, the first at Activision Blizzard. Last week, meanwhile, Bethesda Game Studios became the first Microsoft studio to fully unionise under the Communication Workers Of America.

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