SAG-AFTRA has launched a strike against major video game companies, including Activision and Electronic Arts, over concerns about AI usage and fair compensation. This article details their concerns and outlines temporary solutions implemented.
SAG-AFTRA Strikes Major Video Game Companies
Key Issues and the Strike Announcement
On July 25th, SAG-AFTRA announced a strike against several prominent video game companies, effective July 26th. After over a year of unsuccessful negotiations, SAG-AFTRA National Executive Director Duncan Crabtree-Ireland declared the strike, targeting companies such as Activision Productions Inc., Electronic Arts Productions Inc., and others.
The central conflict revolves around the use of artificial intelligence. While not inherently opposed to AI, the union expresses serious concerns about its potential to displace human performers. This includes the unauthorized replication of actors' voices and likenesses, the potential for AI to usurp smaller roles, and the ethical implications of AI-generated content not aligning with actors' values.
Temporary Agreements and Workarounds
To address these challenges, SAG-AFTRA has introduced new agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for projects with budgets between $250,000 and $30 million, providing tiered rates and terms. This agreement, established in February, incorporates AI protections previously rejected by the industry bargaining group. A significant development was a January side deal with Replica Studios, allowing union actors to license digital voice replicas under specific terms, including the right to opt out of perpetual use.
The Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer further temporary solutions, covering:
- 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 expansions, DLC, and add-ons released after the initial game launch. Projects approved under these agreements are exempt from the strike.
Negotiation Timeline and Union Resolve
Negotiations began in October 2022. On September 24, 2023, SAG-AFTRA members overwhelmingly (98.32%) authorized a strike. While some progress was made, the key impasse remains the lack of enforceable AI protections.
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 profitability and the crucial role of SAG-AFTRA members. Sarah Elmaleh, Chair of the Interactive Media Agreement Negotiating Committee, underscored the union's rejection of what she termed "flagrant exploitation."
The strike continues, with SAG-AFTRA determined to secure fair treatment and AI protections for its members in the video game industry.
