SAG-AFTRA members representing video game performers have initiated a strike due to failed negotiations with major game studios, including Activision and Electronic Arts, over artificial intelligence (AI) protections. The union's primary concern is that without proper regulations, studios could exploit AI to replicate performers' voices and likenesses without consent or fair compensation. This strike, effective July 26 at 12:01 a.m., marks the first for video game actors since 2017 and follows nearly two years of negotiations that yielded no satisfactory agreement. SAG-AFTRA President Fran Drescher emphasized the union's stance against contracts that allow for AI abuse, while the union's chief negotiator called for fundamental protections akin to those in film and television. The video game industry, generating over $100 billion annually, relies heavily on the creativity and contributions of its performers, who are demanding better pay, safety measures, and rights regarding AI usage. As the strike unfolds, the future of game development and marketing may face significant disruptions.