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 explores the key issues, temporary solutions, and the union's unwavering stance.
SAG-AFTRA's Video Game Strike: AI Concerns and Fair Compensation
The Dispute: AI and Performer Rights
On July 26th, SAG-AFTRA initiated a strike against prominent video game companies (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.) following prolonged unsuccessful negotiations. The core issue centers on the unregulated use of AI in the industry. While not opposed to AI technology itself, the union expresses serious concerns about its potential to replace human performers, create unauthorized digital likenesses, and undermine the career progression of less experienced actors. Ethical considerations regarding AI-generated content misaligned with performers' values further fuel the conflict.
Bridging the Gap: Temporary Agreements
In response, SAG-AFTRA introduced new agreements to address the challenges. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) provides a tiered framework for projects with budgets between $250,000 and $30 million, offering adjusted rates and terms based on budget size. This agreement, developed in February, includes AI protections previously rejected by the video game industry bargaining group. A January side deal with Replica Studios allows union actors to license digital voice replicas under specific terms, including the right to refuse perpetual use.
The Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer additional temporary solutions covering: Right of Rescission; Producer’s Default; Compensation; Rate Maximum; AI/Digital Modeling; Rest Periods; Meal Periods; Late Payments; Health & Retirement; Casting & Auditions (Self Tape); Overnight Location Consecutive Employment; and Set Medics. These agreements exclude expansion packs and DLC, and projects approved under them are exempt from the strike.
The Road to the Strike: A Timeline of Negotiations
Negotiations began in October 2022, culminating in a 98.32% strike authorization vote by SAG-AFTRA members on September 24, 2023. Despite progress on other issues, the lack of enforceable AI protections remains the primary obstacle. SAG-AFTRA President Fran Drescher stated, "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 significant profits and the crucial role of SAG-AFTRA members, highlighting the studios' failure to learn from past experiences. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's rejection of exploitative AI practices.
The strike underscores SAG-AFTRA's commitment to securing fair treatment and AI protections for its members within the evolving video game industry. The outcome will significantly impact the future of performer rights and AI usage in interactive entertainment.
