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 Video Game Giants
Key Issues and the Strike Announcement
On July 26th, SAG-AFTRA launched a strike against prominent video game companies, including Activision, Electronic Arts, and others. Following over a year of stalled negotiations, SAG-AFTRA National Executive Director Duncan Crabtree-Ireland declared the action. The core conflict centers on the unregulated use of AI in the industry.
While not inherently opposed to AI, the union is deeply concerned about its potential to replace human performers. The fear is that AI could be used to replicate actors' voices and likenesses without consent, potentially diminishing opportunities for actors, particularly those starting out. Furthermore, the ethical implications of AI-generated content that doesn't reflect an actor's values are a significant concern.
Addressing the Challenges: Interim Agreements
To navigate these challenges, SAG-AFTRA has developed new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for smaller-budget projects (between $250,000 and $30 million), incorporating AI protections previously rejected by the industry.
A noteworthy development is a January agreement with AI voice company Replica Studios, enabling union actors to license digital voice replicas under controlled conditions, including the right to refuse perpetual use.
The Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions, addressing key aspects such as:
⚫︎ Right of Rescission and Producer Default ⚫︎ Compensation and Rate Maximums ⚫︎ AI/Digital Modeling Protections ⚫︎ Rest and Meal Periods ⚫︎ Payment Terms ⚫︎ Health and Retirement Benefits ⚫︎ Casting and Auditions (Self-Tape) ⚫︎ Overnight Location Employment ⚫︎ Set Medics
These interim agreements exclude expansions, DLC, and post-release content. Projects approved under these agreements are exempt from the strike.
The Road to the Strike: A Timeline of Negotiations
Negotiations began in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) authorized a strike. Despite progress on some issues, the lack of sufficient AI protections remains the major obstacle.
SAG-AFTRA President Fran Drescher stated, “We won’t accept contracts enabling AI abuse to our members' detriment.” Crabtree-Ireland highlighted the industry's substantial profits and the actors' crucial role, emphasizing the union's determination for fair treatment. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's rejection of AI exploitation.
The strike underscores SAG-AFTRA's commitment to securing fair treatment and AI protections for its members in the evolving video game industry.
