Game On: SAG-AFTRA Strikes Again, This Time Over AI
The world of video games is once again facing a strike, as SAG-AFTRA, the union representing actors and performers, has announced a walkout effective July 26th. This is the second strike in a decade for video game performers, highlighting the growing tension between the industry’s booming profits and the concerns of the creative talent that drives its success. While the 2016 strike centered on securing residuals for voice actors, this time, the focus is on protecting performers from the looming threat of AI technology.
The strike comes after over a year and a half of negotiations with a group of major game publishers, including Activision, Electronic Arts, Insomniac Games, and Take 2 Productions. While progress has been made on other issues, including increased pay and improved working conditions, the union remains at odds with publishers on guaranteeing performer rights and compensation in the age of AI.
"The video game industry generates billions of dollars in profit annually. The driving force behind that success is the creative people who design and create those games,” stated Duncan Crabtree-Ireland, SAG-AFTRA’s National Executive Director & Chief Negotiator. "That includes the SAG-AFTRA members who bring memorable and beloved game characters to life, and they deserve and demand the same fundamental protections as performers in film, television, streaming, and music: fair compensation and the right of informed consent for the A.I. use of their faces, voices, and bodies. Frankly, it’s stunning that these video game studios haven’t learned anything from the lessons of last year–that our members can and will stand up and demand fair and equitable treatment with respect to A.I., and the public supports us in that.”
The union’s primary concern revolves around the lack of clear and enforceable language protecting performers from the unauthorized use of their likeness and voice through AI. SAG-AFTRA seeks agreements that ensure performers:
- Provide informed consent before their likeness or voice can be replicated by AI.
- Receive fair compensation when their performance is used or recreated by AI.
This echoes the union’s stance during the 2023 Hollywood strikes, where similar protections against AI were a key point of contention. The rapid advancement of AI technology and its growing influence on the entertainment industry create a unique set of challenges for performers, who may see their livelihoods threatened by cheaper AI-generated replacements.
"We’re not going to consent to a contract that allows companies to abuse A.I. to the detriment of our members. Enough is enough," declared SAG-AFTRA President Fran Drescher. "When these companies get serious about offering an agreement our members can live—and work—with, we will be here, ready to negotiate."
The timing of the strike coincides with the San Diego Comic-Con, a major event where upcoming video games are heavily promoted. While the strike will likely impact promotional activities, SAG-AFTRA has confirmed that the strike rules regarding promotion and publicity services will not apply to SDCC 2024. This means that attendees are unlikely to notice a direct impact on the convention itself.
However, the ramifications of this strike extend far beyond the immediate impact on Comic-Con. The gaming industry is at a crossroads. The rise of AI technology presents both opportunities and significant challenges for creative professionals. This strike signals a clear statement from performers—they are not willing to be sidelined or exploited in the pursuit of technological advancement. This fight is not just about fair pay; it’s about safeguarding the creative ownership of their work and ensuring that their contributions are recognized and valued in the changing landscape of video game development.
The impact of the strike on the gaming industry remains to be seen. However, the message sent by SAG-AFTRA is undeniable: performers will no longer stand by as their voices and likenesses are exploited without their consent and compensation. It is a call for industry leaders to prioritize ethical AI development and recognize the vital role of creative professionals in the continued success of the video game industry.
Beyond the immediate issues of the strike, it raises broader questions about the future of creative work in the digital age. Can AI be incorporated into the industry in a way that benefits both performers and studios? What legal and ethical frameworks are needed to ensure fair treatment and prevent exploitation? These are questions that the game industry, and society as a whole, will need to confront as we continue to navigate the unprecedented advancements of AI technology.
The strike serves as a potent reminder that creative labor is essential to the vibrant ecosystem of the entertainment industry. The success of the future of gaming, and indeed, all forms of creative expression, depends on a shared commitment to respect, fairness, and the protection of the creative individuals who bring these worlds to life.
