Video game performers ratify contract, ending nearly three-year AI battle

In the United States, results from a significant vote among video game performers are expected on Wednesday evening, July 9, 2025. This vote centers around a tentative contract negotiated by SAG-AFTRA and video game employers, aimed at establishing vital protections and benefits for voice and motion capture artists in the gaming industry. The negotiations, which have taken almost three years, initiated a lengthy strike that lasted for 11 months against major game developers to address concerns related to artificial intelligence and its implications for performers. The strike was ultimately suspended on June 11, 2025, paving the way for a vote that began on June 18, 2025, involving approximately 3,000 members of the union who work under an interactive media agreement. If ratified, the contract promises substantial improvements, including over a 15 percent increase in compensation upon ratification, followed by an additional 3 percent raise each year for the next three years. This new agreement also emphasizes strict regulations related to the use of digital replicas generated by AI, providing performers with greater control over their likenesses. Major stipulations include the requirement for employers to gain written consent from performers before creating digital replicas, which would remain valid even after the performer’s death unless specified otherwise. These provisions aim to protect performers from unauthorized uses of their image and replicate their performances without consent. Audrey Cooling, a spokesperson for the gaming employers, termed the AI protections secured in this contract as 'industry-leading,' indicating a significant advancement in the rights of performers in this rapidly evolving landscape of technology. Furthermore, it was emphasized that understanding and utilizing these AI provisions will require active engagement from union members, ensuring that they are well-informed about the limitations and guidelines set forth in the new contract. Sarah Elmaleh, a voice actor and chair of the negotiating committee, stressed the importance of vigilance among members to address potential violations of these newly established guardrails. The decision to follow through with the contract comes after extensive negotiations and sacrifices made by union members over the past few years in their efforts to secure favorable working conditions amid a challenging industrial shift influenced heavily by technology. Industry heavyweights like Activision and Electronic Arts were involved in the bargaining process, ensuring that the terms negotiated reflect a consensus between the union and game makers. The announcement of the vote's results aims to bring closure to this protracted conflict, reinforcing the commitment to fair practices in the gaming industry.