SAG-AFTRA Secures Protections for Voice Actors in Video Games

SAG-AFTRA's Strike Against Video Game Giants: A Fight for AI Protections

SAG-AFTRA, the actors' and announcers' union, has initiated a strike against major video game companies, including industry heavyweights Activision and Electronic Arts. This action, effective July 26th, follows protracted negotiations that failed to address key concerns surrounding the ethical use of artificial intelligence (AI) and fair compensation for performers.

The Core Issues: AI and Fair Compensation

The central conflict revolves around the burgeoning use of AI in video game production. While SAG-AFTRA doesn't oppose AI technology itself, the union is deeply concerned about its potential to displace human actors. The fear is that AI could be used to replicate performers' voices or create digital likenesses without their consent, ultimately undermining their livelihoods. Further concerns exist regarding AI's potential to usurp smaller roles, hindering career progression for less experienced actors, and the ethical implications of AI-generated content that might not align with an actor's personal values.

Bridging the Gap: Interim Agreements and Solutions

In an attempt to mitigate the impact of the strike and address some of the industry's challenges, SAG-AFTRA has introduced alternative agreements. The Tiered-Budget Independent Interactive Media Agreement (I-IMA) offers a flexible framework for smaller-budget projects, categorizing them into four tiers based on production costs (from $250,000 to $30 million). This agreement, established in February, incorporates crucial AI protections initially rejected by the video game industry's bargaining group. A noteworthy development is a side deal with Replica Studios, an AI voice company, allowing union members to license digital voice replicas under controlled conditions, including the right to opt out of perpetual use.

Additionally, the Interim Interactive Media Agreement and the Interim Interactive Localization Agreement offer temporary solutions covering a range of issues, including compensation, AI usage stipulations, rest periods, and health and retirement benefits. Importantly, these interim agreements exclude expansion packs and downloadable content released after the initial game launch, and projects approved under these agreements are exempt from the strike.

A Timeline of Resistance: Negotiations and the Path Forward

Negotiations commenced in October 2022, culminating in a near-unanimous (98.32%) vote by SAG-AFTRA members to authorize a strike on September 24, 2023. Despite progress on several fronts, the core impasse remains the employers' reluctance to implement clear and enforceable AI protections. Union leadership, including President Fran Drescher and National Executive Director Duncan Crabtree-Ireland, have unequivocally stated their commitment to securing fair treatment and preventing the exploitation of AI technology. The union's resolve is unwavering, emphasizing the substantial profits generated by the video game industry and the indispensable role of its members in bringing video game characters to life. The strike represents a significant stand against what the union views as unfair labor practices and the potential erosion of performers' rights in the face of rapidly advancing AI technology.