SAG-AFTRA's strike against major video game companies, including Activision and Electronic Arts, highlights crucial concerns about AI usage and fair compensation. This article details the issues, temporary solutions, and the union's unwavering stance.
SAG-AFTRA Initiates Strike Against Major Video Game Studios
Key Issues and the Strike Announcement
On July 26th, SAG-AFTRA commenced a strike against prominent video game companies after protracted negotiations yielded no satisfactory outcome. The strike, announced by SAG-AFTRA's National Executive Director, Duncan Crabtree-Ireland, affects companies like Activision, Electronic Arts, and others. The core conflict centers on the unregulated use of AI in the industry.
While not inherently opposed to AI, SAG-AFTRA members express deep concern about potential job displacement. The union fears AI could be used to replicate actors' voices and likenesses without consent, potentially diminishing opportunities for less experienced performers. Further ethical concerns arise from the possibility of AI-generated content contradicting actors' personal values.
Interim Agreements and Workarounds During the Strike
Addressing the challenges posed by AI and other issues, SAG-AFTRA has introduced new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for lower-budget projects, establishing four tiers based on production budget, with adjusted rates and terms for projects between $250,000 and $30 million.
Developed in February, this agreement incorporates 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 conditions, including the right to refuse perpetual use.
The Interim Interactive Media Agreement and Interim Interactive Localization Agreement offer temporary solutions addressing various aspects, including:
- Right of Rescission and Producer Defaults
- Compensation and Rate Maximums
- AI/Digital Modeling Protections
- Rest and Meal Periods
- Payment Procedures
- Health and Retirement Benefits
- Casting and Auditions (Self-Tape)
- Overnight Location and Consecutive Employment
- Set Medics
These agreements explicitly exclude expansion packs and downloadable content released post-launch. Projects approved under these agreements are exempt from the strike, allowing some continued work.
Negotiation Timeline and the Union's Determination
Negotiations began in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) authorized a strike. Despite progress on certain issues, the lack of enforceable AI protections remains the central 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 substantial profits and the vital contribution of SAG-AFTRA members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's commitment to fair AI practices, highlighting the employers' unwillingness to negotiate reasonable protections.
SAG-AFTRA remains resolute in its pursuit of fair treatment and protection for its members within the evolving video game industry.
