SAG-AFTRA's Threat of a Video Game Industry Strike: A Fight for AI Rights and Fair Labor Practices

The video game industry is on edge as SAG-AFTRA, the union representing voice actors and performance artists, has authorized a strike against major gaming companies. This action follows protracted negotiations concerning fair labor practices and, critically, the ethical use of artificial intelligence in performance capture.

The Union's Stance:

On July 20th, SAG-AFTRA's National Board unanimously empowered its National Executive Director to call a strike if necessary. This strike would encompass all services under the Interactive Media Agreement (IMA), halting work on all projects covered by the contract. The central issue is the lack of adequate AI protections for performers. National Executive Director Duncan Crabtree-Ireland underscored the union's unwavering resolve, emphasizing the need for a deal addressing crucial AI concerns. He highlighted the members’ overwhelming (98%+ yes) vote to authorize the strike if the companies fail to negotiate a fair agreement.

Key Issues and Industry Impact:

The potential strike stems from the unregulated use of AI in voice acting and performance capture. Currently, no safeguards prevent AI replication of actors' likenesses, raising concerns about compensation and control. SAG-AFTRA members are seeking not only fair compensation for AI usage but also clear guidelines regarding its application. Beyond AI, the union is pushing for wage increases to match inflation (11% retroactively, with further increases in subsequent years), enhanced on-set safety measures (including mandatory rest periods and on-site medics), vocal stress protections, and the elimination of stunt requirements in self-taped auditions.

A strike could significantly disrupt video game production, although the precise extent remains unclear. Unlike film and television, video game development is a lengthy process. While a strike might delay specific phases, the impact on release dates is uncertain.

Companies Involved and Their Responses:

Ten major companies are implicated, including Activision, Blindlight, Disney Character Voices, Electronic Arts, Epic Games, Formosa Interactive, Insomniac Games, Take-2 Productions, VoiceWorks Productions, and WB Games. While Epic Games CEO Tim Sweeney publicly supported SAG-AFTRA's position on AI training rights, other companies have yet to issue official statements.

Negotiation History and Context:

The conflict's roots extend back to September 2023, when SAG-AFTRA members overwhelmingly authorized a strike before contract negotiations. Negotiations have since stalled, despite an extension of the previous contract (expired November 2022). This situation echoes a 2016 strike, lasting 340 days, which addressed similar issues but left many members unsatisfied. Further complicating matters is the January 2024 deal with Replica Studios, a move criticized by some as a betrayal of union principles.

Conclusion:

The authorized strike represents a critical juncture in the fight for fair labor practices in the gaming industry. The outcome will significantly shape the future of AI in performance capture and the treatment of video game performers. In the rapidly evolving landscape of AI development, protecting individual rights and ensuring AI enhances, not replaces, human creativity is paramount. A swift resolution addressing the union's concerns is vital.