The gaming industry is on the brink of potential disruption as SAG-AFTRA, the union representing voice actors and performance artists, has authorized a strike against major video game companies. This move underscores the ongoing battle over fair labor practices and the ethical use of artificial intelligence in the industry.
SAG-AFTRA's Press Release
On July 20, the SAG-AFTRA National Board convened via video conference and voted unanimously to empower their National Executive Director & Chief Negotiator to call a strike if necessary. This strike would target all services covered under the Interactive Media Agreement (IMA), with all SAG-AFTRA members halting work on projects governed by this contract. The central issue revolves around securing crucial AI protections for video game performers.
National Executive Director & Chief Negotiator Duncan Crabtree-Ireland highlighted the union's firm stance, stating, "Our resolve is unwavering and should not be tested. Our membership voted more than 98% in favor of authorizing a strike under this contract if the employers do not come to the table with a deal that includes our critical provisions, especially concerning AI. We remain steadfast in our commitment to our members who work under this contract and whose exceptional performances are the heart and soul of the world's most popular video games. Time is running out for the companies to reach a fair agreement."
The Issues at Stake and Impact on the Gaming Industry
The primary issues driving the potential strike include the currently unrestricted use of AI in voice acting and performance capture. Currently, no regulations protect voice and performance actors from the implications of AI replication. Many actors prefer compensation for their actual performances rather than having their likeness captured and replicated by AI. Even if they consent to such usage, there should be clear guidelines and proper compensation.
SAG-AFTRA members are also advocating for wage increases that match inflation rates: "11% retroactive to expiration and 4% increases in the second and third years of the agreement," according to SAG-AFTRA. Additionally, they seek enhanced safety measures for on-camera and stunt performers, including mandated five-minute rest periods each hour, the presence of medics during hazardous work, protections against vocal stress, and the elimination of any requirement for actors to perform stunts during self-taped auditions.
If the strike proceeds, it could affect various aspects of video game production, though the extent of the impact remains uncertain. Unlike TV and film production, which can experience immediate effects from strikes, video game development typically spans several years. A strike might slow down certain development phases, but it's unclear whether it would lead to significant delays in game releases.
Companies Facing Negotiations and Their Stances
The potential strike targets 10 major companies, including:
⚫︎ Activision Productions Inc.
⚫︎ Blindlight LLC
⚫︎ Disney Character Voices Inc.
⚫︎ Electronic Arts Productions Inc.
⚫︎ Epic Games, Inc.
⚫︎ Formosa Interactive LLC
⚫︎ Insomniac Games Inc.
⚫︎ Take 2 Productions Inc.
⚫︎ VoiceWorks Productions Inc.
⚫︎ WB Games Inc.
Among these, Epic Games has publicly supported SAG-AFTRA's stance. CEO Tim Sweeney tweeted, "Epic supports the Screen Actors Guild's view that game companies shouldn't receive generative AI voice training rights on dialog recording sessions." No other companies have issued statements at this time.
History of the Negotiation
The roots of this conflict trace back to September 2023, when SAG-AFTRA leadership sought member authorization for a strike ahead of contract negotiations. The vote saw overwhelming support, with 98.32% in favor. Since then, negotiations have continued without a new agreement, even as the previous contract, which expired in November 2022, was extended.
The backdrop of this struggle includes a previous strike in 2016, when SAG-AFTRA members went on strike against 11 major studios over similar issues, including base pay, health and safety, and residual pay. That strike lasted 340 days and ended with a compromise, though many union members remained dissatisfied with the resulting agreement.
In January 2024, SAG-AFTRA faced criticism over a deal with Replica Studios, a third-party AI voice provider. This agreement, which allows SAG-AFTRA members to license their voices to AI, was seen by many as a betrayal, exacerbating tensions within the union over the role of AI in performance capture.
The authorization of a strike by SAG-AFTRA marks a critical juncture in the ongoing struggle for fair labor practices in the gaming industry. As negotiations continue, the industry watches closely, aware that the outcome will have lasting implications for the use of AI in performance capture and the overall treatment of video game performers. In an era where AI development is advancing rapidly, it is essential to protect individuals and ensure AI serves as a tool to enhance human creativity rather than replace it. The stakes are high, and the potential impact of a strike underscores the need for a resolution that addresses the union's and its members' critical concerns.
