SAG-AFTRA introduces new process for hiring union actors in game pitches
SAG-AFTRA launched a new agreement allowing union actors to be hired for game pitches and demos, aiming to improve funding prospects and reduce reliance on AI voices in early development.
SAG-AFTRA has introduced the Pre-Funding Pitch Interactive Media Agreement, a framework permitting the use of union actors in game pitches, demos, and vertical slices. The agreement targets developers seeking publisher backing before securing full production funding. Previously, no specific union guidelines existed for hiring actors in such pre-release content, leaving a regulatory gap in early-stage development processes.
The new framework is designed to help developers create higher-quality pitches by incorporating professional voice and motion performance talent earlier in production. SAG-AFTRA National Executive Director Duncan Crabtree-Ireland emphasized its role in providing a competitive edge in securing funding amid industry challenges. The agreement reflects the growing necessity of union talent in pitches to attract publisher interest.
Eligibility for the agreement excludes projects with over 30% of initial funding secured or those intended for commercial release. These restrictions aim to prevent the use of generative AI voices in pre-production, ensuring actors remain central to the creative process from the outset. The rules also discourage developers from relying on AI as a substitute for human performance in early development stages.
SAG-AFTRA President Sean Astin highlighted the agreement’s potential to elevate pitch quality by involving professional talent early. Astin, known for his role in *The Lord of the Rings*, underscored the goal of capturing both publisher imagination and funding through higher-quality pre-production work. The initiative seeks to give actors greater leverage and involvement from the project’s inception.