Actors and performers represented by SAG-AFTRA have officially announced a strike against video game companies, set to commence on July 2024. This decision follows extensive negotiations that have spanned over a year and a half with major gaming studios, including Activision, Electronic Arts, Warner Bros. Games, and Disney. The union’s members have expressed their frustration over the lack of progress, particularly regarding the use of artificial intelligence in the industry.
The strike will halt all voice acting, motion-capture work, stunts, and other performances related to video games. SAG-AFTRA President Fran Drescher emphasized the union’s stance, stating, “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.” The union’s National Executive Director, Duncan Crabtree-Ireland, echoed these sentiments, asserting that video game performers deserve fair compensation and the right to informed consent regarding the use of their likenesses and performances in AI applications.
Despite the union’s concerns, representatives from the video game companies believe they have made significant strides in negotiations. Audrey Cooling, a spokesperson for the gaming studios, noted that they have reached common ground on 24 out of 25 proposals, which include historic wage increases and enhanced safety provisions. Cooling stated, “Our offer is directly responsive to SAG-AFTRA’s concerns and extends meaningful AI protections that include requiring consent and fair compensation to all performers working under the Interactive Media Agreement.”
The ongoing negotiations have been complicated by differing definitions of what constitutes a “performer.” SAG-AFTRA Chief Contracts Officer Ray Rodriguez highlighted that the industry does not always recognize all individuals involved in performance capture as covered by the collective bargaining agreement. This distinction is crucial, as it affects the protections afforded to those whose work may be replicated or replaced by AI technologies.
The union has raised alarms about the potential for game companies to exploit AI to replicate an actor’s voice or likeness without proper consent or compensation. Rodriguez stated, “We strike as a matter of last resort. We have given this process absolutely as much time as we responsibly can. We have exhausted the other possibilities, and that is why we’re doing it now.”
Cooling expressed disappointment over the union’s decision to strike, asserting that the companies are prepared to continue negotiations. She emphasized that the studios are committed to reaching a mutually beneficial agreement.
The video game industry is a lucrative sector, generating over $100 billion annually. SAG-AFTRA argues that the performers who contribute to this success deserve fair treatment and protections, especially in light of the growing influence of AI technologies. The last interactive media contract, which expired in November 2022, did not address AI-related concerns, leading to the current standoff.
The previous strike in 2016, which lasted nearly a year, focused on similar issues, including wages and safety measures. The current strike authorization vote reflects the union’s determination to secure better conditions for its members in the evolving landscape of the entertainment industry.
As the strike date approaches, the tension between SAG-AFTRA and video game companies continues to escalate. The union’s leadership has made it clear that they will not back down until their demands for fair compensation and protections against AI exploitation are met. The outcome of this strike could have significant implications for the future of video game production and the rights of performers within the industry.
The situation remains fluid, with both sides expressing a willingness to negotiate. However, the union’s commitment to protecting its members’ rights in the face of advancing technology is unwavering. As the entertainment industry grapples with the challenges posed by AI, the actions taken by SAG-AFTRA will likely resonate beyond the realm of video games, influencing broader labor discussions across Hollywood.
Source: AP News, NPR, WHYY
