SAG-AFTRA Reaches Tentative Deal With Major Game Companies to Potentially End Year-Long Strike

Image: SAG-AFTRA video game strike

After nearly a year of action, SAG-AFTRA has reached a tentative agreement with several major video game companies, including Activision, Epic Games, and Electronic Arts.

The deal could mark the end of a long-running strike that began in July 2024, centered around protections for video game voice actors and performers in the age of artificial intelligence (AI).

The new agreement falls under SAG-AFTRA’s Interactive Media Contract, which governs working conditions for performers in the gaming industry.

While the exact terms of the agreement have not been disclosed, the union confirmed that the deal includes crucial safeguards related to AI—a major point of concern during negotiations.

The agreement is now subject to review and approval by SAG-AFTRA’s national board, followed by a vote from the union’s membership. Until then, the strike technically remains in effect.

The union’s national executive director and chief negotiator, Duncan Crabtree-Ireland, emphasized the significance of the deal, stating that “patience and persistence” have led to a contract that offers “necessary AI guardrails” to protect performers' careers in the face of rapidly evolving technology.

Background of the Dispute (Timeline)

• Contract Expiration: The previous IMA expired in November 2022, and negotiations for a new agreement began in October 2022 between SAG-AFTRA and a bargaining group representing major publishers, including Activision Productions, Blindlight LLC, Disney Character Voices, Electronic Arts, Epic Games, Formosa Interactive, Insomniac Games, Take 2 Productions, and WB Games.

• Strike Authorization: In September 2023, SAG-AFTRA members voted to authorize a strike if negotiations failed to address key concerns, particularly around AI protections. The strike officially began on July 26, 2024, after 18 months of stalled talks.

• Core Issue: The primary sticking point was AI. SAG-AFTRA demanded that game developers obtain informed consent and provide fair compensation before using AI to replicate performers’ work. Publishers resisted, citing the need for flexibility in using AI technologies.

• Impact: The strike affected roughly 2,600 performers and disrupted voice and motion capture work for new projects at major studios. Some games, like Destiny 2 and World of Warcraft, reportedly left NPCs unvoiced due to the strike. However, the strike was title-specific, allowing some projects to continue under interim agreements.

• Negotiations resumed in October 2024 after a hiatus, but no deal was reached until June 2025.

Key Developments in the Dispute

• Interim Agreements: While striking major publishers, SAG-AFTRA signed deals with over 120 game projects and 80 developers (e.g., Lightspeed LA’s Last Sentinel) under interim or tiered-budget agreements that included the union’s proposed AI protections. This demonstrated that smaller studios found the terms reasonable, putting pressure on major publishers.

• Specific Conflicts:

  • Epic Games: SAG-AFTRA filed an unfair labor practice complaint against Epic Games, alleging the company used AI-generated voices (e.g., Darth Vader in Fortnite) without proper negotiation, bypassing union protections.

  • Formosa Interactive: The union expanded the strike to include League of Legends after accusing Formosa of violating strike terms by seeking non-union talent through a shell company. Formosa and Riot Games denied the allegations.

• Negotiation Progress:

  • By March 2025, the parties had tentative agreements on 24 of 25 proposals, including 24% wage increases over the contract’s life. AI protections remained the sole unresolved issue.

  • In May 2025, publishers offered a “last, best, and final” proposal, removing controversial provisions like unlimited digital replica buyouts and repayment requirements for withholding consent during strikes. SAG-AFTRA countered, condemning publishers for publicizing terms prematurely.

  • On June 10, 2025, SAG-AFTRA announced a tentative agreement with the major publishers, potentially ending the strike. The deal includes “necessary AI guardrails” to protect performers’ livelihoods, though specific terms were not disclosed.

• Next Steps: The agreement requires approval by SAG-AFTRA’s National Board and ratification by its approximately 160,000 members in the coming weeks. Until ratified, the strike continues against the involved publishers.

• Key Publishers Involved: The agreement covers major companies like:

  • Activision Productions (Call of Duty series)

  • Electronic Arts (FIFA, Battlefield)

  • Epic Games (Fortnite)

  • Take 2 Productions (Grand Theft Auto, NBA 2K)

  • WB Games (Hogwarts Legacy, Batman: Arkham series)

  • Insomniac Games (Spider-Man series)

  • Disney Character Voices, Blindlight, and Formosa Interactive (supporting various projects).

• Historical Precedent: This marks SAG-AFTRA’s second major video game strike, following an 11-month walkout in 2016–2017 over residuals and working conditions. The 2024–2025 strike highlights the union’s growing influence in the gaming industry.

Fran Drescher, SAG-AFTRA’s president, described the agreement as a vital step forward. She praised the courage of video game performers and the persistence of the negotiating committee, noting that “the needle has been moved forward and we are much better off than before.” However, she also stressed that this is not the final chapter. “Every contract is a work in progress,” she added, highlighting that the union will continue advocating for better protections in future negotiations.