The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has launched a strike against video game firms.
The union is especially concerned concerning the misuse of generative AI technology, which could reproduce the voices and likenesses of actors without appropriate consent or compensation.
It is a well-known issue that was brought into the highlight last 12 months by the historic 118-day strike by Hollywood actors.
This recent strike began on July 26, 2024 at 00:01, after 18 months of unsuccessful negotiations across the Interactive Media (Video Games) Agreement.
The industrial motion is directed against ten major players within the video game industry:
- Activision Productions Inc.
- Blindlight LLC
- Disney Character Voices International Inc.
- Electronic Arts Inc.
- Formosa Interactive LLC
- Played by Insomniac Games Inc.
- Llama Productions LLC
- Take 2 Productions Inc.
- VoiceWorks Productions Inc.
- WB Games Inc.
For SAG-AFTRA members, the strike means the immediate cessation of all services for the listed firms, including:
- Acting
- Voice output
- To sing
- Dance
- Performing stunts and related services
- Performance capture and motion capture work
- ADR/Looping
- Background and alternative work
- Samples and camera tests
- Auditions (including self-tapes)
- Authorization to make use of your voice or image
- Advertising or displaying content for hit games
- Agreement to offer services or create digital replicas
Members who violate these terms and conditions could also be subject to disciplinary motion, including reprimands, reprimands, fines, suspension, or expulsion from the union.
The firms affected represent a big portion of the AAA game development industry, so the strike is prone to affect quite a few high-profile titles currently in development.
What does SAG-AFTRA expect from game firms?
SAG-AFTRA President Fran Drescher explained the union’s position: specification“We is not going to comply with a contract that permits firms to misuse AI to the detriment of our members. Enough is enough.”
The union is demanding clear contractual safeguards against the uncontrolled use of artificial intelligence and argues that actors within the video game industry deserve the identical basic protections as their colleagues in film, television and music.
This includes the appropriate to informed consent to using their face, voice and body by AI, in addition to fair compensation for such use.
The video game industry claims it has already made significant concessions.
Audrey Cooling, spokeswoman for the video game producers, said: “We have already found common ground on 24 of 25 proposals, including historic wage increases and extra safety provisions. Our offer is a direct response to SAG-AFTRA's concerns and expands AI protections with meaningful measures that include the consent and fair compensation of all performers working under the IMA. These terms are amongst probably the most stringent within the entertainment industry.”
This strike follows SAG-AFTRA’s controversial agreement of January 2024 with the AI language studio Replica Studios.
This agreement, which outlined how AI voices might be utilized in video games, sparked criticism among the many voice actors who claimed they weren’t consulted.
The union defended the agreement as an “experimental” one-year effort to determine fair and ethical terms for the creation and licensing of AI voices.
As the gaming industry rapidly integrates AI technology into game design and production, 86.7% of studios The union is taken into account an early adopter and has its hands full protecting its members while recognizing the increasing role of AI in game development.
Like the Hollywood actors' strike in 2023, the consequence will set essential precedents for the way the gaming industry handles AI use and actors' rights within the years to return.
