Hollywood performers escalated their fight against artificial intelligence on July 26, 2024, when SAG-AFTRA officially launched a strike against the biggest video game companies in the world. Led by National Executive Director and Chief Negotiator Duncan Crabtree-Ireland, the union walked out after more than 18 months of negotiations failed to produce meaningful AI protections for voice actors and motion-capture artists.
Why SAG-AFTRA Called the Video Game Strike
The central demand was straightforward: consent and compensation. SAG-AFTRA members wanted studios to obtain explicit permission before using AI to replicate a performer's voice or likeness, and to pay them fairly when that technology was deployed.
Crabtree-Ireland had warned as early as March 2024 that a strike was "50/50, if not more likely" given the inability to move past basic AI sticking points. When the National Board voted unanimously to grant him strike authority, talks with companies including Activision Productions, Electronic Arts, Epic Games, Take-Two Interactive, Disney Character Voices, and WB Games had already broken down.
AI Threat to Performers — Greater Than Film and Television
The strike presented a stark warning about the pace of AI adoption in interactive entertainment. Performers argued that the capacity to create convincing digital replicas of actors' voices is now widely and cheaply available — posing what union leaders described as "an equal or even greater threat" to video game performers than AI posed to those working in film and television.
Beyond AI, SAG-AFTRA also pushed for higher pay, improved medical coverage, and mandatory rest breaks for motion-capture performers whose physical work carries significant health risks.
A $184 Billion Industry Under Pressure
The video game market was valued at $184 billion globally in 2023 — yet the year also saw thousands of industry workers lose their jobs as publishers cut costs. That combination of massive revenue and widespread layoffs sharpened performers' resolve to secure enforceable AI guardrails before signing any new contract.
Resolution After Nearly a Year
The strike concluded on June 9, 2025, when SAG-AFTRA announced a tentative agreement with the video game employers. Crabtree-Ireland stated the deal puts in place "AI guardrails that defend performers' livelihoods in the AI age, alongside other important gains" — a significant win for the union after nearly a year on the picket line.
