Historic Breakthrough in Video Game Performers’ Rights
The Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) has announced a tentative agreement with leading video game companies regarding the use of artificial intelligence (AI) and performer protections in interactive media. This development could mark the end of nearly a year of intense industrial action across the gaming industry.
The Origins of the Strike and Industry Impact
The strike was initiated in July 2024 after negotiations between SAG-AFTRA and major industry players—such as Activision, Electronic Arts, Epic Games, Disney Character Voices, WB Games, and others—stalled over AI-related provisions. Over 98% of union members voted to strike, demonstrating overwhelming support for the demands.
Initially, the effects of the strike were subtle, but gamers soon noticed missing voice work in popular titles like Destiny 2 and World of Warcraft, where some non-player characters (NPCs) seemed unvoiced during dialogue scenes. The impact intensified late last year when SAG-AFTRA targeted League of Legends, after Riot Games allegedly attempted to undermine the strike by canceling a scheduled event. Additionally, Activision recast characters in Call of Duty: Black Ops 6 following public concern over new voice actors.
Progress Toward a Resolution
Recently, SAG-AFTRA announced that it has reached a tentative agreement with the industry, pending review and approval by its national board. Once approved, the union anticipates a suspension of strike actions. Until then, members are advised to remain on strike as the final details are finalized.
“Everyone at SAG-AFTRA is immensely grateful for the sacrifices made by our video game performers and the dedication of the Negotiating Committee throughout this prolonged strike,” said Duncan Crabtree-Ireland, SAG-AFTRA’s National Executive Director. “Patience and persistence have paid off, resulting in a deal that establishes essential protections against AI misuse while securing other vital improvements.”
Addressing AI-Generated Content and Ethical Concerns
Following the negotiations, SAG-AFTRA filed a formal unfair labor practice charge with the National Labor Relations Board (NLRB) against Epic Games. The complaint stemmed from Epic’s use of an AI-generated Darth Vader NPC in Fortnite, which the union claims was implemented without proper bargaining. The union alleges that Epic’s subsidiary, Llama Productions, made unilateral changes—replacing human voice work with AI voices without notice or negotiation, violating labor rights.
In March, actress Ashly Burch publicly addressed a leaked AI version of her character, Aloy, emphasizing the broader implications of AI in gaming. She expressed concern over the potential loss of artistic integrity and the exploitation of performers’ voices without consent or fair compensation.
“We demand that performers must give explicit consent before any AI duplication of their work,” Burch explained. “They should be fairly compensated, and there must be transparency about how AI is used. Without these protections, performers risk being powerless in the face of technological advancements that could threaten their careers and artistic contributions.”
She added emotional reflections on her love for the industry and the importance of safeguarding future generations of voice actors. “If we don’t stand firm now, the future of performance art in gaming could be fundamentally compromised.”
Alex Hunter
Alex is a passionate gamer with over a decade of experience exploring everything from AAA blockbusters to indie gems. He specializes in uncovering hidden secrets, mastering complex mechanics, and creating in-depth walkthroughs. Whether it’s a challenging boss fight or a puzzling questline, Alex breaks it all down in a way that’s fun, clear, and engaging for readers of all levels.
