The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has initiated a strike of the Interactive Media Agreement which includes video game voice acting, motion capture work, and other roles within the gaming industry. The decision comes after lengthy negotiations with major gaming companies like Activision, EA, Insomniac, Take-Two, and WB Games regarding AI protections for the actors. The guild insists that any game employing SAG-AFTRA talent for covered work must adhere to the specified agreements that guarantee essential AI protections for its members.
President Fran Drescher has expressed a firm stance on the issue, stating, “We’re not going to consent to a contract that allows companies to abuse AI to the detriment of our members.” This sentiment is echoed by the National Executive Director and Chief Negotiator Duncan Crabtree-Ireland, emphasizing that game developers should provide fair compensation and informed consent to actors for the use of their faces, voices, and bodies in AI technology. The demand for fundamental protections comparable to performers in other entertainment sectors has been a driving force behind the strike.
The Union’s Stand
Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh has emphasized that 18 months of negotiations have revealed the reluctance of employers to implement fair AI protections. The union refuses to compromise on the well-being of its members and has introduced Interim and Independent contracts that prioritize AI transparency, consent, and compensation for all performers. SAG-AFTRA remains committed to negotiating in good faith to secure a better future for its members within the gaming industry.
Industry Response and Recent Developments
The strike, voted for in 2023, marks the second such action undertaken by video game actors at SAG-AFTRA since 2016. The gaming industry’s increasing reliance on AI technology has raised concerns among actors about exploitation and lack of adequate protections. Despite recent agreements between union ZeniMax Workers United and Microsoft over AI tool usage, the issue remains contentious within the industry. Layoffs and cost-cutting measures have further exacerbated tensions, prompting actors and workers to demand better treatment and transparency from companies.
The impact of the strike on game development and release schedules remains to be seen. Players who enjoy games featuring SAG-AFTRA talent may experience delays or changes in upcoming titles due to the ongoing dispute. The need for fair compensation and ethical treatment of actors in the gaming industry has become a pressing issue, leading to broader discussions about the intersection of technology, art, and labor rights.
The SAG-AFTRA strike underscores the importance of AI protections and fair treatment for actors in the video game industry. As the use of AI technology continues to evolve, it is crucial for companies to prioritize the well-being and rights of performers. The ongoing negotiations between SAG-AFTRA and gaming companies reflect a broader struggle within the industry to balance innovation with ethical considerations. Players and fans alike should support actors in their fight for transparency and accountability in game development.
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