SAG-AFTRA and Game Companies Reach Tentative Deal Ending Strike

The long-standing strike by video game voice actors represented by SAG-AFTRA is nearing its end after nearly 11 months of negotiations. The union and major game companies including Activision, Electronic Arts, Epic Games, and Disney have reached a tentative agreement addressing critical issues around the use of actors’ voices and likenesses in games, particularly concerning artificial intelligence (AI).

The strike, which began on July 26, 2024, focused on protecting performers’ rights in the face of advancing AI technologies that can replicate their voices and likenesses without proper consent or compensation. The new agreement is expected to establish clear AI guardrails that safeguard these rights, ensuring actors maintain control over how their work is used in interactive media.

SAG-AFTRA leadership praised the perseverance and dedication of video game performers and the negotiating committee. Duncan Crabtree-Ireland, National Executive Director, highlighted the importance of the AI protections included in the deal, while President Fran Drescher emphasized the courage of the performers standing up to some of the largest companies in the gaming industry.

The agreement is subject to review and ratification by SAG-AFTRA’s national board and membership, with details to be released alongside ratification materials. Once finalized, the strike suspension will officially end, allowing both actors and game companies to move forward with renewed contracts that reflect the realities of AI in interactive media.

This development marks a pivotal moment in the gaming industry where technology and talent rights intersect. It sets a precedent for how AI can be ethically integrated into creative workflows without compromising the livelihoods of performers. As AI continues to evolve, agreements like this will be crucial in balancing innovation with respect for human contribution.

For developers, studios, and industry leaders, this agreement underscores the importance of transparent AI policies and fair compensation models. It also highlights the growing role of unions in shaping the future of work in tech-driven creative fields. Staying informed and proactive about these changes is essential for sustainable growth and innovation.