The long-running 11-month strike by video game performers concludes this week, with union members voting for a tentative agreement pledging wage increases, portrait control and critical artificial intelligence protections.
Members of the Guild-American Television and Radio Artists Federation of Screen Actors (SAG-AFTRA) have to ratify the deal at Wednesday at 5pm Pacific. Voice and body performers had raised important concerns that unregulated AI use could replace them and threaten their artistic autonomy. Sarah Elmaleh, voice actor for SAG-AFTRA's interactive branch negotiation committee and chairman of the statement, felt “it seemed like the pressure on diamond volume suddenly rose.” She added that it is “clearly far from a resolution,” but the prospect of conclusion of the conflict “feels like a cheerful feeling of security.”
AI concerns are particularly disastrous in the video game industry. There, human performers infuse the characters with unique movements, screams, falls and plot twist dialogues.
“Our members hope that when they look back on this, they will say that we will go through all the sacrifices and difficulties to achieve this contract. It is ultimately worth it as there are key elements that are necessary to feel confident and progress in this business.
Let's take a look at the current contracts for votes and what that means for the future of the video game industry.
How did the current strike unfold?
Video game performers continued their strike last July after nearly two years of failed negotiations with major game studios as both sides remained divided into generative AI regulations.
Over 160 games have signed a temporary agreement accepting the AI clause that SAG-AFTRA had sought, the union said.
Game Market Forecast NewZoo says the video game industry is a massive global industry, generating an estimated $187 billion in 2024.
“OD” and “Physint” were delayed by two games due to strikes during the filming and casting stages, Kojima video game developer wrote in December. Video game developer Riot Games announced the same month that a new skin from League of Legends would need to use existing voiceovers. Skins are cosmetic items that can change the visual appearance of a player, and can also be equipped with new voice overs and unique recording lines.
The proposed agreement will provide “historical wage increases” and “industry-leading AI clauses” “based on 30 years of successful partnership between the interactive entertainment industry and unions.”
“We look forward to continuing to work with performers for billions of players around the world,” Cooling wrote.
The video game performer had previously struck in October 2016, but reached a tentative contract 11 months later. That strike helped ensure a bonus compensation structure for voice actors and performance capture artists. The contract was ratified with 90% support and 10% of its members voted.
The proposed contract ensures an increase in performer coverage by more than 15% upon ratification and a 3% increase per year for three-year contracts.
How does AI use video game changes?
AI concerns take the central stage as industries from different sectors are trying to catch up with rapidly evolving technology. This was a battle that Hollywood writers and actors fought on historic film and television strikes, which halted the industry in 2023.
“In the past few years, it has become clear that we are at an inflection point where we have to set road rules for AI. “I think it really made this negotiation even more important to all of us.”
SAG-AFTRA leaders are charging labor disputes, particularly the issues behind AI, as existential crisis for performers. They say that portraits of the game's audio actors and motion capture artists could be replicated by AI and used without consent without fair compensation.
The proposed agreement depicts clear limitations on when and how video game companies can create digital replicas. This uses AI to generate new performances that are not recorded by the actor.
Employers must obtain written permission from the performer to create a digital replica. This must be granted during the performer's lifetime and will be effective after death unless otherwise specified, the contract states. The time spent creating a digital replica is compensated for as much as the amount of work required for new performance.
The agreement also requires employers to provide performers with usage reports that detail how the replica was used and calculate expected compensation.
Ermale, who has been in voice acting since 2010 and had to turn down the project through strikes, said that by securing these benefits, the voice actors need to bring vulnerability and openness to the negotiation table.
“We've talked a lot about how we can impact evacuation as individuals and as workers, and the sustainability of our careers,” Elmare said. “Our work involves your inner child. It's extremely vulnerable and playful.”
What's next in the video game industry?
The interim contract focuses on consent, compensation and transparency, and union leaders say it is a critical component needed for the industry to continue to advance.
As contracts are being considered by members, Elmale and Crabtree-Ireland said further work needs to be done to ensure that regulations are broader as needed.
“Even though there's a deal going on now, we're trapped in a lot of very important protections and guardrails, but we're still fighting for them what we haven't achieved,” Crabtree Ireland said. “Every time these contracts expire, there's a chance to improve them.”
Elmale said both video game companies and performers hope that they can work together quickly to develop AI guidelines as technology evolves.
The main negotiations felt like a full-time job for Hermale, who took on the role in volunteer capabilities. As efforts fade, she said she was worried and anticipated a return to video games where she performs in a safer landscape for performers.
The voice acting “is at the heart of who I am. That's why I fought so hard for this. If I don't love what I love so much, I wouldn't do this. I think it's very special and worthy of protection,” she said.
