SAG-AFTRA has launched a significant strike against major video game companies, including giants like Activision and Electronic Arts, focusing on AI usage and fair compensation for performers. Discover their concerns and the temporary solutions they've implemented.
SAG-AFTRA Announces Strike Against Major Video Game Companies
The Announcement and Main Sticking Points
SAG-AFTRA officially declared a strike against leading video game companies on July 26 at 12:01 a.m., following over 18 months of unsuccessful negotiations. This action was announced by SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. The strike targets 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.
Central to the dispute is the unregulated use of artificial intelligence (AI). While the union is not against AI technology per se, members are concerned about its potential to replace human performers. Key issues include the unauthorized replication of actors' voices or digital likenesses, and the displacement of smaller roles crucial for emerging talent. Ethical concerns also arise if AI-generated content clashes with performers' values.
Developer Workarounds During The Strike Period
To address 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 tailored approach for projects that traditional agreements cannot accommodate. It features four budget-based tiers, adjusting rates and terms to suit projects with budgets from $250,000 to $30 million.
Introduced in February, this agreement includes AI protections that the video game industry bargaining group initially rejected. A significant step was a January side deal with AI voice company Replica Studios, allowing unionized actors to create and license digital replicas of their voices under specific terms, including the right to opt out of perpetual use.
The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement provide temporary solutions, covering essential aspects such as:
- 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 exclude expansion packs, downloadable content, or other add-ons produced post-launch. Projects approved under these agreements are exempt from the strike, allowing work to continue during this period.
Timeline of Negotiations and Union Resilience
Negotiations kicked off in October 2022, with SAG-AFTRA members overwhelmingly approving a video game strike authorization on September 24, 2023, with a 98.32% yes vote. Despite progress on several fronts, the core issue remains the lack of clear and enforceable AI protections for performers.
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 position, pointing out the substantial profits of the video game industry and the vital role of SAG-AFTRA members in bringing characters to life. “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 remarked.
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 steadfast in its pursuit of equitable treatment and protection for its members within the dynamic video game industry landscape.
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