Nearly a year after Hollywood actors went on strike, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) is back on the picket lines. Starting July 26 at 12:01 a.m., SAG-AFTRA has called a strike against major video game studios, following 18 months of unsuccessful negotiations over the unrestricted use of generative AI.
The union is fighting for better protections and fair compensation for its 2,600 video game performers involved in voice-over and motion capture roles. Last September, 35,000 members authorized the strike, with 98% voting in favour, but talks continued until now. This strike mirrors SAG-AFTRA’s 2023 labour action against Hollywood studios, which lasted 118 days and secured a new contract with the Alliance of Motion Picture and Television Producers.
In a replay of last year’s strike, 500 actors picketed outside WB Games in Burbank on August 1, demanding protection from AI. However, unlike before, the union plans to focus on online efforts rather than daily in-person picketing to draw attention. With the strike now underway, here’s a breakdown of its causes and potential impacts on the video game industry.
The Core Issue: AI Protections
The SAG-AFTRA strike hinges on a crucial issue: the lack of contractual safeguards for video game performers against companies exploiting AI. AI technology can now replicate actors’ voices and movements without their permission and fair compensation, putting their careers at risk by reducing them to mere data points. While AI innovations can advance game development, they also jeopardize actors’ livelihoods. Voice actor Ted Evans highlighted the emotional stakes, saying, “They’re calling the information data — our movement, our voice, the way we talk… For them, it’s just data. For us, it’s our hopes and dreams and life purposes… It’s [basically] taking everything we have and throwing us in the garbage.”
Despite agreements on other issues, including pay increases and safety measures, the lack of enforceable AI protections remains a major sticking point. “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members,” said SAG president Fran Drescher. “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.”
However, video game companies argue their latest offer, made just before the strike, includes consent and compensation for all performers. “We are disappointed [that] the union has chosen to walk away when we are so close to a deal, and we remain prepared to resume negotiations,” said spokesperson Audrey Cooling. Cooling noted that 24 out of 25 proposals had common ground and claimed the offer provided meaningful AI protections, requiring consent and fair compensation, to all performers. “These terms are considered among the strongest in the entertainment industry,” she voiced.
Union leaders, however, disagree, arguing the proposed AI protections exclude certain performers and fail to address key concerns adequately. Ray Rodriguez, the union’s chief contracts officer, pointed out that protections for on-camera performers only apply to recognizable images. “That doesn’t happen in video games, right? You’re providing the stunt work for a zombie — you’re not going to look like that zombie hopefully.” Negotiating committee member Andi Norris added, “The employers’ AI provisions leave the folks who put their bodies on the line the most vulnerable to abuse. They say they get to choose, seemingly arbitrarily, who is a performer and who is just data.”
“Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable AI protections, but rather flagrant exploitation,” said Sarah Elmaleh, chair of the SAG-AFTRA interactive media committee. “We refuse this paradigm — we will not leave any of our members behind, nor will we wait for sufficient protection any longer.” SAG-AFTRA remains firm in demanding comprehensive AI protections, criticizing companies for inadequate responses. Although some studios have signed interim agreements, a comprehensive deal is still out of reach.
Companies Affected by the Strike
The ongoing strike involves negotiations with the gaming giants, including:
- 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.
- WB Games Inc.
Potential Impact on Game Releases
The strike’s duration will dictate its impact on game releases, potentially causing delays, especially for titles set for 2025 or 2026. A quick resolution means minimal disruption, but a prolonged strike could push back major releases. Fortunately, most of these games are unannounced, so gamers likely won’t notice the delays.
While SAG-AFTRA members contribute to major titles like GTA, The Last of Us, and Spider-Man, most games, including mobile games and those on Roblox, do not rely on union members. This means many new titles will still be released despite the strike. However, English dubs are expected to be disrupted for games like Epic Seven, Cookie Run Kingdom (handled by Blindlight LLC), and Genshin Impact (handled by Formosa Interactive LLC). Highly anticipated games like Grand Theft Auto VI and Fortnite won’t face immediate delays as contracted actors can continue working without union discipline. However, if the strike extends beyond 60 days, SAG-AFTRA will require members to join the picket line, potentially causing further delays.
SAG-AFTRA Strike Protocol: Member Do’s and Don’ts
SAG members must cease all work for struck companies under contracts covered by the IMA. This includes:
- Acting, voice acting, singing, dancing
- Performing stunts, performance and motion capture
- ADR/looping, background and stand-in work
- Rehearsals, camera tests, auditions (including self-tapes)
- Authorizing the use of voice or likeness
- Promoting or performing content for struck games
- Agreeing to future work or creating digital replicas for struck companies
Members who breach these rules risk disciplinary actions such as censure, fines, suspension, or expulsion from the union. However, SAG-AFTRA suggests: “It is easier to think about the strike in terms of struck games as opposed to struck companies.” This perspective is due to the approval of some interactive programs under Interim Interactive Media or Localization Agreements, or Tiered-Budget Independent Agreements.
Members are encouraged to work on approved programs during the strike and may also take on non-IMA SAG contracts. Additionally, they can collaborate with individual game studios that negotiate their own agreements, committing to include AI protections, improved wages, and enhanced safety measures. Nonunion actors can still work for struck companies, but they risk being labelled as scabs and jeopardizing their future SAG membership.
Industry Reactions
The video game industry’s response has been mixed. While some companies have voiced disappointment and hinted they were near an agreement, the union maintains that critical issues, especially around AI protections, remain unresolved. Major unions, including the American Federation of Musicians (AFM), Directors Guild of America (DGA), International Alliance of Theatrical Stage Employees (IATSE), and Writers Guild of America (WGA), have rallied behind the strike. On July 30, they issued a joint statement urging video game companies to uphold workers’ rights and safeguard them from AI exploitation.
“For over 18 months, the SAG-AFTRA Interactive Media Agreement Negotiating Committee has worked in good faith to reach a deal on a new contract with 10 video game-producing companies. Despite their efforts, these profitable employers — who generate billions of dollars in annual profit from 3.2 billion active gamers worldwide — failed to recognize the rights of workers to be protected against the unconstrained rise of AI,” the statement read. “We call on these video game companies to acknowledge the contributions of these performers and to work toward a future where their work is valued, and their labour cannot be replaced by technology.”
Legislative Developments
In a significant development, the SAG-backed NO FAKES Act was introduced in the Senate on July 31, championed by Senators Marsha Blackburn, Chris Coons, Amy Klobuchar, and Thom Tillis. This bill seeks to make it illegal to create AI replicas of individuals’ voices or likenesses without their consent. “Game over, A.I. fraudsters!” declared Fran Drescher, highlighting the bill’s critical role in protecting performers’ rights.
The outcome of this strike could set a crucial precedent for AI management in the entertainment industry, potentially improving working conditions and protections for workers. Its success may ensure that technological advancements don’t undermine human artistry and fair treatment. As the strike progresses, the gaming community and industry stakeholders will be keenly watching, hoping for a fair resolution that fosters a more equitable future.
Words by Khushboo Malhotra
We’re trying to raise £200 a month to help cover our operational costs. This includes our ‘Writer of the Month’ awards, where we recognise the amazing work produced by our contributor team. If you’ve enjoyed reading our site, we’d really appreciate it if you could donate to The Indiependent. Whether you can give £1 or £10, you’d be making a huge difference to our small team.