Navigating the Evolving Landscape of Video Game Talent Representation

The Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) has extended contract negotiations with major video game publishers, as the union's strike against the industry continues. The ongoing dispute centers around the use of artificial intelligence (AI) in video game production, a sticking point that has yet to be resolved.

Navigating the Evolving Landscape of Video Game Talent Representation

Extending the Negotiation Process

The decision to extend the contract negotiations follows a lack of resolution in the ongoing dispute over the Interactive Media Agreement. The scheduled three-day talks this week concluded without a new deal in place, leaving all parties operating without a contract since November 2022. No new dates have been announced, and the strike remains in effect until a new agreement is reached.Prior to returning to the negotiating table, SAG-AFTRA announced that more than 120 video game titles had signed either the union's proposed Interim Media Agreement or the Tiered-Budget Independent Interactive Agreement. This approach allows the strike to be handled on a title-by-title basis rather than a studio-by-studio basis.

The Sticking Point: Artificial Intelligence

Artificial intelligence has emerged as the primary sticking point in the negotiations, with the union expressing concerns over how AI could negatively impact voice and performance-capture talent in the video game industry. While the two parties have reached agreement on 24 out of 25 items in the proposal, the issue of generative AI in games, particularly in regard to motion and performance capture, remains unresolved.The union has repeatedly sounded the alarm on the potential impact of AI on these professions, underscoring the need for a comprehensive agreement that protects the rights and livelihoods of the actors and performers involved in video game development.

The Bargaining Committee and Affected Titles

The video game companies' bargaining committee includes major industry players such as Activision Productions, Blindlight, Disney Character Voices, Electronic Arts Productions, Formosa Interactive, Insomniac Games, Llama Productions, Take 2 Productions, and WB Games. The ongoing strike has affected a significant number of video game titles, with the union's actions aimed at securing a favorable deal for its members.

Navigating the Evolving Landscape of Video Game Talent Representation

The dispute between SAG-AFTRA and the video game industry highlights the complex and rapidly evolving nature of talent representation in the digital entertainment landscape. As technology continues to shape the way content is created and consumed, unions and industry players must find a delicate balance between embracing innovation and protecting the rights and livelihoods of the professionals who bring these virtual worlds to life.The outcome of these negotiations will have far-reaching implications for the video game industry, as well as the broader entertainment ecosystem. Both sides must approach the discussions with a spirit of compromise and a commitment to finding a solution that benefits all stakeholders, from the actors and performers to the game developers and publishers.