Video game actors’ strike officially ends after AI deal
Written by laserteam on July 10, 2025
(BBC) – Video game actors have voted to end a year-long strike over artificial intelligence (AI) protections.
About 2,500 members of US union SAG-Aftra were involved in the action against 10 of the biggest companies in the industry, including Activision and Electronic Arts.
Both sides had spent months hashing out a deal over the use of AI to replicate an actor’s performance – and “guardrails” to prevent this from happening.
The union said 95% of those who voted had backed the agreement, which also included changes to pay and health and safety protections.
Both sides had already been locked in negotiations for about 18 months when the strike began last July.
At the time, SAG-Aftra said they had agreed on 24 out of 25 disputed areas but the sticking point was using AI to replicate human performances.
The big barrier was a disagreement over motion capture actors whose work was treated as “data” rather than as a performance.
In a statement released after the vote to end the strike, the union said a new contract secured “consent and disclosure requirements for AI digital replica use”.
Performers can also withdraw consent in the event of future strikes, it said.
Audrey Cooling, spokesperson for the video game companies negotiating with SAG-Aftra, said they were “pleased” members had approved a new Interactive Media Agreement.
She said it included “historic wage increases, industry-leading AI protections, and enhanced health and safety measures for performers”.
