Video game actors are going on strike for the first time since 2017 after months of negotiations with Activision, Epic Games, and other big publishers and studios over higher pay, better safety measures, and protections from new generative AI technologies. They’ll be hitting the picket line a year after Hollywood actors and writers wrapped up their own historic strikes in an escalation that could have big consequences for the development and marketing of some of the industry’s biggest games.
Members of the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) voted last fall to authorize a strike citing an unwillingness of big game companies to budge on guaranteeing performers rights over how their work is used in training AI or creating AI-generated copies. Roughly 2,600 voice actors and motion capture artists, including talents like Troy Baker from The Last of Us, Jennifer Hale from Mass Effect, and Matt Mercer from The Legend of Zelda: Tears of the Kingdom, have been working without an Interactive Media Agreement since November 2022. The strike starts on July 26 at 12:01 a.m.
“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,” chief negotiator Duncan Crabtree-Ireland said in a statement. “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.”
“We are disappointed the union has chosen to walk away when we are so close to a deal, and we remain prepared to resume negotiations, spokesperson Audrey Cooling for the companies involved in the Interactive Media Agreement said in an emailed statement. “We have already found common ground on 24 out of 25 proposals, including historic wage increases and additional safety provisions. Our offer is directly responsive to SAG-AFTRA’s concerns and extends meaningful AI protections that include requiring consent and fair compensation to all performers working under the IMA. These terms are among the strongest in the entertainment industry.”
Dragon Age and other popular games star union actors
While games set to come out this fall like Dragon Age: The Veilguard, who’s recently revealed voice cast includes several guild members, likely already have their voice and motion-capture work completed, the strike means SAG-AFTRA members would be unavailable for projects that are starting production soon or years out. Games relied much less on actor performances in the past, but most popular franchises are now fully voice-acted, with the biggest-budget productions using motion capture to transfer actors’ real-life performances, frame by frame, into the game.
Exactly which games will be impacted remains to be seen. “The language in the IMA is clear that video games that were already in production prior to August 25, 2023, including live service games, are not subject to the strike and remain covered by the ongoing terms of the 2020-2022 IMA,” Cooling said. The guild gives a different threshold of September 2022 for most games, adding that live service games like Fortnite and Apex Legends could be struck starting 60 days from now if things get to that point.
Read More: Video Game Voice Actors Are Ready To Strike Over AI. Here’s Why
The last time video game actors went on strike in 2016, it was primarily over pay rates and lasted a entire year. It’s unclear if the strike this time around will be over any sooner. Unlike with the issue of higher pay, people involved in the current negotiations say that the lack of AI protections poses an existential threat to actors and their creative output. Just this week, Wired reported that companies like Activision Blizzard and Riot Games were moving ahead with using generative AI tools to help create concept art and even potentially assets that would make it into finished games like Call of Duty: Modern Warfare 3.
“Eighteen months of negotiations have shown us that our employers are not interested in fair, reasonable A.I. protections, but rather flagrant exploitation,” said negotiating committee chair Sarah Elmaleh said in a statement. “We refuse this paradigm—we will not leave any of our members behind, nor will we wait for sufficient protection any longer. We look forward to collaborating with teams on our Interim and Independent contracts, which provide A.I. transparency, consent and compensation to all performers, and to continuing to negotiate in good faith with this bargaining group when they are ready to join us in the world we all deserve.”
SAG-AFTRA video game voice actors are set to hold a panel featuring Ashly Burch (Horizon Forbidden West), Noshir Dala (Red Dead Redemption II), and others at San Diego Comicon later this week on July 26.
Update 7/25/2024 3:42 p.m. ET: Added a statement from the game companies.
Update 7/26/2024 9:10 a.m. ET: Added clarification from the companies’ spokesperson and the guild on which games will or won’t be impacted by the strike.