SAG-AFTRA Reaches Tentative AI Deal With Game Studios

The Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) has reached a "tentative agreement" on its interactive media contract, potentially ending nearly a year of industry-wide labor disputes across the video game sector.

The video game industry strike by SAG-AFTRA began in July 2024 after negotiations between the union and major gaming companies—including Activision, Blindlight, Disney Character Voices, Electronic Arts, Epic Games, Formosa Interactive, Insomniac Games, Take 2 Productions, and WB Games—broke down over AI regulations. More than 98% of union members later voted to authorize the strike.

Initially, it was unclear exactly how the strike would impact video game development, but clear effects emerged across the industry. Players noticed that several live-service titles like Destiny 2 and World of Warcraft had unvoiced NPCs in previously fully voiced scenes, which many attributed to the strike. Later, SAG-AFTRA targeted League of Legends developer Riot Games after the company reportedly attempted to undermine the strike by canceling a project in reaction, and Activision confirmed it had recast certain voice roles for Call of Duty: Black Ops 6 following player feedback about the new performances.

Now, however, the union says it has a "tentative agreement" pending review and approval by its national board. Although the strike is expected to be suspended shortly, SAG-AFTRA members will "remain on strike against these employers" until the national board formally accepts the proposed terms.

"Everyone at SAG-AFTRA deeply appreciates the sacrifices made by video game performers and the commitment of the Interactive Media Agreement Negotiating Committee during the many months of this video game strike," stated Duncan Crabtree-Ireland, SAG-AFTRA National Executive Director and Chief Negotiator.

"Through patience and persistence, we have secured a contract that establishes essential AI safeguards to protect performers' careers in the age of artificial intelligence, along with other significant improvements.”

SAG-AFTRA filed an unfair labor practice charge with the National Labor Relations Board (NLRB) against Epic Games after the company introduced an AI-voiced Darth Vader character in Fortnite. The complaint alleged that over the past six months, Llama Productions—a company owned by Epic Games—did not negotiate in good faith with SAG-AFTRA video game performers and had made "unilateral changes to employment terms and conditions, failing to notify the union or allow bargaining, by using AI-generated voices to replace contracted performers’ work" within Fortnite.

Additionally, in March, Horizon voice actor Ashly Burch responded to a leaked video using an AI-generated version of her character Aloy, using the incident to highlight key demands of striking voice actors. Burch expressed that the AI Aloy video made her "worried about the future of performance as an art form," turning it into an opportunity to discuss the video game voice actors’ strike.

“What we’re advocating for is simple: developers must secure our consent before creating any AI version of our performance, provide fair compensation, and clearly explain how the AI version will be used,” Burch explained.

“My concern isn’t just that the technology exists—nor that game studios want to use it. Of course they do; they’ve always leveraged new technical tools. The real worry is imagining a video like this being released using someone’s actual performance—their voice, face, or movement—and realizing that if we lose this fight, that performer would have no protections and no way to object. That possibility breaks my heart and terrifies me. I love this industry and this art form. I want to see a next generation of actors thrive. I want to see more breathtaking game performances, and I want to keep doing this work. Without these protections, that future is at serious risk."