SAG-AFTRA’s striking video game performers have chosen WB Games in Burbank, California as the site of their first picket line, which is expected to start tomorrow. 

Union officials sent word instructing its members to cease providing services and performing work for companies covered by the Interactive Media Agreement, Interactive Localization Agreement and Interactive Low Budget Agreement (collectively referred to as the IMA) as of 12:01 a.m. on July 26. This directive followed the breakdown of negotiations between SAG-AFTRA and major gaming studios on new contracts. One of the key sticking points was the union’s desire to build in the “right of informed consent for the AI use of [its members’] faces, voices and bodies.” 

This marks the first time since 2016 that SAG-AFTRA’s voice and motion-capture performers have gone on strike. 

The union has been negotiating with a group of LA-based studios including Disney Character Voices, Electronic Arts Productions and WB Games for more than 18 months without reaching a deal, according to SAG-AFTRA. Progress has been made on better wages and job security, but the union and studios couldn’t come to terms over the usage of AI.   

The video game industry is a billion-dollar business, and the performers bringing characters to life in games deserve the same protections as talent in the film, TV and music businesses, explained SAG-AFTRA national executive director and chief negotiator Duncan Crabtree-Ireland in a 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.”

Any game production looking to employ SAG-AFTRA talent to do work during the strike will have to sign new agreements that offer AI protection for the union’s members. 

Electronic Arts, which reported US$1.6 billion in Q1 (ending June 30) revenue yesterday, doesn’t expect the strike to affect games that are far along in its pipeline, said chair and CEO Andrew Wilson during the company’s earnings call. “Let me first say, we deeply value our talent and actors who are an important part of the work we do to deliver the incredible entertainment experiences that our players enjoy around the world. The way it works now in terms of our product specifically is that the strike is limited to games commencing production after September 2023, including live service games. So we don’t expect any near-term disruption to any of the games we have in development, or any of the live services we’re currently running.”