The most anticipated video games are facing delays as the actors who voice the characters announced they would go on strike.
Juggernaut GTA 6 could wind up being the biggest casualty, but the walkout is poised to upend the entire gaming industry.
Behind the strike is the largest union in entertainment, SAG-AFTRA, which recently brought Hollywood to its knees with a months-long industrial action that resulted in multiple blockbusters being pushed back, including Dune 2, the Avatar sequels, and Deadpool and Wolverine.
Will this bout cause as much chaos? Here’s what we know about the video game actors strike and the games in the firing line.
Why are video game actors striking?
Video game actors are forming a picket line after talks with gaming companies collapsed following 18 months of negotiations.
Members of SAG-AFTRA walked out at midnight on Friday (July 26) in the US in a dispute over the use of artificial intelligence.
During the bargaining process, agreements were reached on many issues, the union said, but the use of AI in games remains a sticking point.
For its part, SAG-AFTRA is demanding cast-iron guarantees that AI won’t replace voice talent. Actors fear that their voices and digital likenesses could be cloned and used indefinitely without their permission or fair compensation.
The union is particularly concerned about motion capture technology, where actors' physical performances are recorded and can be replicated digitally.
The dispute has echoes of the recent Hollywood strike, which also highlighted concerns about AI taking over creative jobs.
Is AI being used in video games?
It comes during a challenging time for the games industry. Overhiring during the pandemic, coupled with a subsequent economic downturn, has led to decreased consumer spending and rising development costs.
Market saturation fueled by an influx of new games, along with industry consolidation, have further exacerbated the situation, resulting in layoffs at some of the biggest gaming companies, including Microsoft and EA, shuttered studios, and cancelled games.
Amid this slump, game developers are increasingly exploring the potential of AI to enhance game development and player experiences. Advocates suggest that by automating routine tasks and personalising gameplay, AI can streamline production and increase player engagement.
Last November, Microsoft revealed plans to use AI to speed up game development and reduce costs. More recently, Activision was accused of using AI to create purchasable skins in Call of Duty Modern Warfare 3.
What have gaming companies said?
Video game bosses have hit out at actors for walking out, claiming they were “so close” to a deal. The industry giants insisted they had already agreed to 24 out of 25 demands put forward by the actors’ union.
A spokesperson for the companies said the offer included “meaningful AI protections” that would guarantee performers’ consent and fair pay for the use of their likeness in games. They branded the strike as unnecessary, arguing that the deal would have been one of the strongest in the entertainment industry.
But, actors are adamant that the proposed safeguards are simply not good enough.
“Frankly, it’s stunning that these video game studios haven’t learned anything from the lessons of last year - that our members can and will stand up and demand fair and equitable treatment with respect to AI, and the public supports us in that,” said SAG-AFTRA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland.
Along with AI protections, SAG-AFTRA previously revealed that it is seeking an 11 per cent retroactive wage increase for video game performers to offset inflation. The request is identical to the one it made as part of its strike against Hollywood film and television companies.
Which games could be affected?
The collective group of companies SAG-AFTRA is haggling with includes some of the world’s biggest game studios and developers, among them Call of Duty maker Activision, GTA publisher Take 2, EA Sports FC 25 studio Electronic Arts, and Spider-Man 2 developer Insomniac Games.
It’s worth noting that the impact may not be immediate, as video games often have long development cycles, which can last up to five to six years for the biggest blockbusters. Games that began production before late last year will not be affected by the strike, according to the terms.
Additionally, the impact of the 2016 SAG-AFTRA strike against video game companies, which lasted nearly a year, was minimal on big gaming franchises - all of which bodes well for GTA 6. The crime-fueled action game is estimated to have entered production as far back as 2018, and is slated to land in Autumn 2025.
