The union representing video game performers in Hollywood has struck a preliminary agreement with several prominent video game companies that could potentially conclude a nearly year-long strike, primarily centered around the impact of artificial intelligence.
Members of the Screen Actors Guild-American Federation of Television and Radio Artists, known as SAG-AFTRA, initiated the strike in July 2024 after negotiation talks with leading industry players broke down over issues related to AI safeguards. The union expressed significant concern about the unregulated use of AI, arguing that it poses an “equal or possibly greater threat” to video game actors compared to those working in film and television. This is largely due to AI’s ability to produce realistic replicas of performers’ voices with ease and low cost.
The striking performers were particularly apprehensive about the potential for AI to replace them entirely. The fear is that game developers might train AI models to mirror an actor’s voice or craft digital likenesses of actors without obtaining their consent. In a statement, SAG-AFTRA’s National Executive Director and Chief Negotiator, Duncan Crabtree-Ireland, highlighted that the outcome was achieved through “patience and persistence,” resulting in an agreement that establishes crucial AI regulations to protect performers’ careers in this evolving technological landscape.
Negotiations were conducted with a consortium of industry representatives, including divisions from major companies such as Activision and Electronic Arts. The parties involved in these talks included Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Epic Games Inc., Formosa Interactive LLC, Insomniac Games Inc., Take 2 Productions Inc., and WB Games Inc.
SAG-AFTRA anticipates that details surrounding the cessation of the strike will soon be finalized with the companies involved. Until a formal agreement is achieved, union members will continue to maintain their strike position. The preliminary contract agreement will require approval from the union’s National Board and must be ratified by its membership before it is considered final.
In the past, video game performers also staged a strike in October 2016, which concluded with a tentative agreement reached after 11 months, in September 2017. That strike was instrumental in securing a bonus compensation scheme for both voice actors and those involved in performance capture.