SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland, acting under the authority delegated by the SAG-AFTRA National Board, and with the unanimous advice and counsel of the Interactive Media Agreement Negotiating Committee, called a strike of the Interactive Media Agreement, effective July 26 at 12:01 a.m.
Negotiations began in October 2022 and on Sept. 24, 2023, SAG-AFTRA members approved a video game strike authorization with a 98.32% yes vote. Although agreements have been reached on many issues, the union asserts that the employers refuse to affirm critical AI protections for performers in clear and enforceable language.
“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. 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 AI use of their faces, voices and bodies,” said Crabtree-Ireland in SAG-AFTRA’s statement. “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 AI, and the public supports us in that.”
The bargaining group with whom SAG-AFTRA is negotiating includes Activision Productions Inc., Blindlight LLC, Disney Character Voices Inc., Electronic Arts Productions Inc., Formosa Interactive LLC, Insomniac Games Inc., Llama Productions LLC, Take 2 Productions Inc., VoiceWorks Productions Inc. and WB Games Inc.
Any game looking to employ SAG-AFTRA talent to perform covered work must sign on to the new Tiered-Budget Independent Interactive Media Agreement, the Interim Interactive Media Agreement or the Interim Interactive Localization Agreement. These agreements offer enhance AI protections for members.
A spokesperson for the video game producers party of the IMA, Audrey Cooling, issued a response on behalf of the studios: “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. 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.”
