AI Is Sticking Point in SAG-AFTRA Video Game Contract Talks; Strike Appears ’50-50 or More Likely’ Union Chief Says at SXSW

Rudie Obias editor If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission. Back in October 2023, Microsoft acquired the game studio Activision-Blizzard with an eye towards growing Xbox‘s exclusive game library. And now, “Diablo IV” is the first major Activision-Blizzard game to hit Xbox Game Pass, Microsoft’s premium cloud gaming subscription service.

SAG-AFTRA President Fran Drescher called out the misogyny that dogged her in strike negotiations and coverage, saying it was “disgusting.” She’s opined on that before but remarks today met a particularly receptive audience at the annual gala of New York Women In Film & Television where she was honored.  

Jennifer Maas TV Business Writer Advertisers plan to increase spend on in-video-game advertising by 40% this year, according to a new study, with total ad spend set to reach $8.5 billion in 2024 and increase to $11.5 billion by 2027. In IAB‘s “Changing the Game: How Games Advertising Powers Performance” report, which was revealed Tuesday, 86% of advertisers surveyed said gaming ad spend is “brand safe” and 85% are confident in their ability to measure the reach of games advertising.

Jennifer Maas TV Business Writer A video game based on HBO’s dark teen drama “Euphoria” is a key suggestion from this year’s edition of Fandom‘s Inside Entertainment study, which highlights the “entertainment and gaming tug of war.” Per the user-contented-centric entertainment platform’s 2024 survey, which was released Monday, drama is potentially the top “untapped” genre for gaming companies, as drama fans who play video games prefer these genres: role-playing (RPG): 73%, adventure: 72%, simulation: 62%, sandbox/open world: 62%, puzzle: 60%. “What do we know about ‘Euphoria’ and why was it such a big hit? Obviously, you have an amazing cast, storyline — but what is the story? And it was a really interesting take on the genre at the time, because if you think about the other shows that were coming out, they are a lot more positive than ‘Euphoria,'” Fandom’s director of sales research and insights Ally Saraniti told Variety.

EXCLUSIVE: The fallout from KMR Talent’s growing problems with client payment that culminated with the agency on Friday suspending its SAG-AFTRA franchise, continues.

Gene Maddaus Senior Media Writer SAG-AFTRA announced Friday that members have ratified new three-year contracts for voice actors who work on animated TV shows. The deals addressed the same concerns that fueled last year’s 118-day actors’ strike, notably artificial intelligence, which many actors fear will replace their jobs. As with the live-action agreement, the animation deals do not forbid the use of AI.

EXCLUSIVE: The KMR talent agency, which has been grappling with “talent payment breakdown,” has suspended its franchise with SAG-AFTRA. KMR owner and President Mark Measures today sent a letter to the guild, informing them of the decision.

Zack Sharf Digital News Director “Happy Gilmore 2″ is apparently being developed by Adam Sandler, and a script even exists. Shooter McGavin actor Christopher McDonald revealed the news during a radio interview on “Audacy’s 92.3 The Fan.” McDonald said he had a recent run-in with Sandler, who unexpectedly pulled out the first draft for a sequel to their 1996 sports comedy classic. “I saw Adam [Sandler] about two weeks ago, and he says to me, ‘McDonald, you’re gonna love this,'” McDonald said.

Michael Schneider Variety Editor at Large Comedian Hasan Minhaj, currently touring with a new show recounting the year he just experienced, is set to headline the 10th edition of the SeriesFest event this May in Denver. This year’s SeriesFest, an annual event focused on “championing emerging and underserved voices in episodic storytelling” (aka TV), is also set to honor Shonda Rhimes’ and Betsy Beers‘ Shondaland shingle, as well as Minnie Driver and SAG-AFTRA.

Katcy Stephan SPOILER ALERT: This review discusses minor plot details and gameplay elements from “Rise of the Ronin.” “Rise of the Ronin,” the latest release from “Nioh” developer Team Ninja, is one of the most highly-anticipated game releases of the year, promising a high-octane role-playing story combining eastern and western combat styles. From its announcement, “Rise of the Ronin” drew inevitable comparisons to Sucker Punch’s critically-acclaimed 2020 release “Ghost of Tsushima.” It’s understandable: although “Ronin” takes place about 600 years after “Ghost,” both follow samurai warriors in Japan as they swing their swords in an action-adventure open world.

Jennifer Maas TV Business Writer A Marvel video game, “1943: Rise of Hydra,” is set for 2025 release. The title, which hails from Skydance New Media and Marvel Games, will focus on characters Captain America and Black Panther (who at that time was King T’Chanda, also known as Azzuri) in World War II.

Jennifer Maas TV Business Writer When this year’s Game Developers Conference (GDC) kicks off Monday at the Moscone Center in San Fransisco, one topic is sure to be hanging over those in attendance at the five-day event: who has a job and who doesn’t — and who might still lose theirs soon. Rather than sweep the uncomfortable subject of the thousands of layoffs that have hit the video game industry recently under the rug, GDC leadership has specifically tailored GDC 2024’s programming lineup to address the issue head on and offer assistance to the out-of-work attendees looking to make the most out of participating in the 38th annual conference while unemployed.

“Your fight is our fight,” entertainment unions around the world have told IATSE, pledging their support for the group as it kicks off bargaining with Hollywood producers on a new Basic Agreement. Initial talks began last week, and a return to negotiations with the AMPTP is set for March 18. The current contract expires on July 31. 

Cynthia Littleton Business Editor John Oates carefully sidestepped the elephant in the room on Wednesday during his keynote conversation at SXSW, even as the veteran hitmaker offered anecdotes and pearls of wisdom from his more than 50 years in the music business. Oates made no overt mention to the lawsuit and enmity that has erupted between him and longtime professional partner Daryl Hall during his hourlong Q&A, held at the Austin Convention Center as part of the SXSW festival in Austin, Texas.

New Regency and Ubisoft Entertainment are teaming up for a live-action feature film based on the action-focused tactical hacker video game, “Watch Dogs.” The studio previously landed French director Mathieu Turi (“Meander“) and has chosen the first actor to lead the video game adaptation. Deadline reports that young Aussie actress Sophie Wilde has joined the project.  If you’re not familiar with the original ambitious video game, below is the official logline via Ubisoft’s website as a refresher:  You play as Aiden Pearce, a brilliant hacker and former thug whose criminal past led to a violent family tragedy.

Cynthia Littleton Business Editor Daisy Ridley took a moment during the post-premiere Q&A for her indie thriller “Magpie” at SXSW on Saturday night to reflect on the journey of bringing the film to life. “I remember the first day on set when I saw the trailers saying ‘Oh my god, we’re making a film.’ Now, I feel like, ‘Oh my god, we’re here,’ ” Ridley said after “Magpie” had its world premeire at the State Theater in Austin, Texas. “Magpie” hails from Bateman’s Werewolf Films, 55 Films and Align.

Arsenal manager Mikel Arteta is preparing for stress-free Sunday despite Manchester City's Premier League title showdown against Liverpool.

Will Hollywood experience another actors strike in the coming months?

There may soon be another actors strike in Hollywood — this time against the video game industry.

EXCLUSIVE: Altitude Media Group has boarded a documentary shot entirely inside the Grand Theft Auto video game world.