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 on July 26 at 12:01 a.m. This decision, made after over 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 at stake is the unregulated use of artificial intelligence (AI). While the union does not oppose AI technology itself, members are concerned that it could displace human performers. Fears include AI's potential to replicate actors' voices or create digital likenesses without consent, as well as the risk of AI taking over smaller roles that are crucial for emerging actors. Ethical dilemmas also arise if AI-generated content conflicts with the actors' values.
Developer Workarounds During The Strike Period
In response to 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 novel approach designed for projects that traditional agreements cannot accommodate. This new framework includes four tiers based on a game's production budget, with rates and terms adjusted accordingly. Projects with budgets ranging from $250,000 to $30 million fall under this agreement.
This agreement was created in February for indie and lower-budget video game projects, incorporating AI protections that the video game industry bargaining group had initially rejected. A notable development was a side deal 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 or the Interim Interactive Localization Agreement offers temporary solutions, covering 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, encouraging continued work during the strike period.
Timeline of Negotiations and Union Resilience
Negotiations began 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 main sticking point remains the employers' refusal to commit to clear and enforceable AI protections for performers.
“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 agreement our members can live and work with, we will be here, ready to negotiate,” stated SAG-AFTRA President Fran Drescher.
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 AI, 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 AI 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 in the ever-evolving landscape of the video game industry.
