The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has initiated a strike on the Interactive Media Agreement, impacting video game voice acting, motion capture work, and various other roles within the industry. This strike follows more than 18 months of negotiations with major gaming companies, including Activision, EA, Insomniac, Take-Two, and WB Games, regarding AI protections.
The primary reason stated for the strike is the lack of adequate AI protections for SAG-AFTRA members. President Fran Drescher emphasized the importance of fair treatment for the members and denounced any contracts that could potentially allow companies to exploit AI technology at the expense of the performers. National executive director Duncan Crabtree-Ireland highlighted the need for fundamental protections, such as fair compensation and the right of informed consent for the use of AI in games.
Despite months of negotiations, the Interactive Media Agreement Negotiating Committee Chair Sarah Elmaleh expressed disillusionment with the employers’ lack of interest in fair AI protections. The committee refused to compromise on the demands for transparency, consent, and compensation related to the use of AI technology in game development. The strike represents a stand against what the committee perceives as flagrant exploitation of the performers within the industry.
The 2023 strike marks the second of its kind since the 2016 strike by videogame actors at SAG-AFTRA. The union’s recent deal with REPLICA for AI voice replicas faced criticism from prominent actors, leading to concerns about the lack of consultation with the affected individuals. In contrast, the agreement between ZeniMax Workers United and Microsoft sets a precedent for providing notice to the union regarding AI implementation’s impact on union members’ work, allowing for bargaining opportunities.
AI technology remains a contentious issue within the gaming industry, contributing to widespread layoffs and cost-cutting measures in recent years. The strike reflects broader concerns about the treatment of artists and performers in a rapidly evolving technological landscape. The formation of new unions under Microsoft by workers at Bethesda Game Studios and Blizzard offers a glimmer of hope amidst these challenges.
The SAG-AFTRA strike on the Interactive Media Agreement underscores the ongoing struggle for fair treatment, transparency, and consent in the video game industry. The collective action taken by the union members signals a commitment to advocating for their rights and demanding better working conditions in an industry experiencing significant technological shifts. As the strike unfolds, it serves as a reminder of the enduring importance of solidarity and negotiation in shaping the future of interactive media agreements.
Leave a Reply