SAG-AFTRA Strikes Against Video Game Giants Over AI Protections

SAG-AFTRA has initiated a strike against major video game companies, including Activision and Electronic Arts, due to concerns over AI use and fair compensation for performers. Here's a detailed look at the strike, the issues at hand, and the temporary solutions being implemented.

SAG-AFTRA Announces Strike Against Major Video Game Companies

The Announcement and Main Sticking Points

SAG-AFTRA officially launched a strike against leading video game companies on July 26 at 12:01 a.m. This action follows over 18 months of unsuccessful negotiations and was announced by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The strike affects 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 driving the strike is the unregulated use of artificial intelligence (AI). While SAG-AFTRA is not against AI technology per se, its members are worried about its potential to replace human performers. Key concerns include the unauthorized replication of actors' voices or digital likenesses, and the possibility of AI taking over roles that are crucial for emerging actors. Ethical concerns also loom large, especially when AI-generated content might not reflect the values of the actors involved.

Developer Workarounds During The Strike Period

To address these challenges, SAG-AFTRA has introduced the Tiered-Budget Independent Interactive Media Agreement (I-IMA), a new framework tailored for projects that don't fit traditional agreements. This agreement categorizes projects into four tiers based on their production budget, ranging from $250,000 to $30 million, and adjusts rates and terms accordingly. Launched in February, it includes AI protections that were initially rejected by the video game industry bargaining group.

Additionally, a side deal was struck with AI voice company Replica Studios in January, allowing unionized actors to create and license digital replicas of their voices with the option to opt out of perpetual use.

The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement provide further temporary solutions, covering various aspects including:

• 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 do not cover expansion packs, downloadable content, or other add-ons produced post-release. Projects approved under these agreements are exempt from the strike, allowing continued work during this period.

Timeline of Negotiations and Union Resilience

Negotiations with the video game companies began in October 2022. On September 24, 2023, SAG-AFTRA members voted overwhelmingly to authorize a strike, with a 98.32% approval rate. Despite some progress on other issues, the refusal of employers to commit to clear and 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. 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.”

Crabtree-Ireland emphasized the union's resolve, noting the substantial profits of the video game industry and the vital role of SAG-AFTRA members. “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 A.I., and the public supports us in that,” he said.

Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh reinforced the union's commitment to fair AI practices, saying, “Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable A.I. 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 continues, SAG-AFTRA remains committed to achieving equitable treatment and protection for its members within the dynamic video game industry.