SAG-AFTRA Takes a Stand: Video Game Actors Strike Explained

Video game performers are officially on strike.

The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) initiated a walkout this week for approximately 2,600 actors involved in voice-over, motion-capture, and other roles within the gaming industry. Union leaders took this step after they failed to reach an agreement on artificial intelligence (AI) terms while negotiating a new contract with top video game companies like Activision, Electronic Arts, Insomniac, and Blindlight.

SAG-AFTRA President Fran Drescher made a clear statement on Thursday, saying, “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members. Enough is enough.”

Audrey Cooling, a spokesperson for the video game producers, responded: “We are disappointed the union has chosen to walk away when we are so close to a deal, and we remain prepared to resume negotiations.”

The union has been in contract negotiations with the video game companies since 2022, and the Interactive Media Agreement expired in November of that year. Video game performers are now seeking a new agreement that requires video game producers to obtain their consent and compensate them when using AI to replicate their voices or likenesses. They are also demanding wage increases to keep up with inflation, more rest time, and set medics for hazardous jobs.

Tensions escalated in September 2023 when union members voted 98% in favor of authorizing a strike. Duncan Crabtree-Ireland, chief negotiator and national executive director of SAG-AFTRA, noted that the companies were unwilling to “meaningfully engage on the critical issues,” which include compensation, AI, and safety.

Despite the companies’ commitment to negotiate in good faith, the union’s national board of directors granted Crabtree-Ireland the authority to call a strike on July 20, highlighting the ongoing dispute over AI.

This strike could potentially lead to longer-term production delays, especially for games scheduled for release in 2025 or 2026. Production is typically expensive and strictly scheduled, leaving video game companies with little room to maneuver, according to Joost van Dreunen, an adjunct assistant professor at NYU Stern School of Business and author of “One Up: Creativity, Competition, and the Global Business of Video Games.”

Van Dreunen emphasized the financial impact this could have, especially during the crucial holiday season. November and December usually account for about half of annual game sales. “If you don’t get things across the line, if you can’t finish your work and release it on time, you’re going to miss a very, very important window, and that’s going to hurt you financially,” he stated.

However, not all games are covered by the strike. According to a SAG-AFTRA spokesperson, games that were already in production when the union notified the companies about the contract termination are not subject to the strike order.

As of Friday, SAG-AFTRA video game actors are prohibited from providing their services to any games affected by the strike. These services include acting, singing, dancing, stunts, motion capture, auditions, camera tests, rehearsals, authorizing the use of their voice or likeness, background work, and stand-in work.

Performers covered by the union are also not allowed to promote any struck games on social media, through interviews, conventions, festivals, award shows, podcast appearances, or any other platforms. However, the ongoing San Diego Comic-Con has been exempt from this rule due to its proximity to the strike announcement.

The union has indicated plans to hold pickets as part of the walkout. Only time will tell how long it will take for the union and the companies to reach a tentative agreement and end the work stoppage. The last strike by video game actors lasted nearly a year, from October 2016 to September 2017. Back then, AI was not a major concern, and performers were pushing for residual-like payments based on video game sales, similar to the compensation structure for film and TV actors.

Van Dreunen speculated that companies would likely aim to resolve the contract negotiations by September, or at the latest, by the end of the year, before facing their next earnings calls with investors.

Source: Various news agencies