Activision consumer be taught workers are unionizing ‘to savor an industry that works for them’

A significant majority of consumer research employees at Activision have cast their votes to unionize under the banner of the Communications Workers of America (CWA).

The CWA announced the development in a press release, stating that these employees will become members of CWA Local 9400. Microsoft has recognized this union, which has designated itself as the Activision Consumer Research Union-CWA.

Activision Consumer Research Union-CWA aims to secure better wages, job security, and protections amid widespread layoffs, as well as transparency regarding promotions and career growth.

This marks the first union established by video game consumer researchers—yet it becomes part of a growing trend that has emerged at Microsoft following the company’s signing of a labor neutrality agreement with the CWA.

“We are thrilled to unite with our fellow game developers across the industry to demonstrate what can be achieved when workers can freely build solidarity within their workplace,” said organizing committee member and quantitative consumer researcher Nicolaas VanMeerten. “Many of us were motivated to take action against the layoffs in 2023 and 2024, and now we can support one another through the union.”

CWA Local 9400 president Maurice Washington emphasized the importance of ensuring that workers in the gaming sector have a “secure voice” to advocate for their rightful share.

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“We are proud to welcome these workers into CWA and are eager to meet Microsoft at the negotiation table to achieve a fair union agreement,” they added.

This news caps an extraordinary few days for unionizing employees in the gaming sector. United Video Game Workers-CWA (UVW-CWA) made headlines at GDC 2025 last week in their fight for “dignity and respect.”

The union gained 100 new members within hours of its launch and has since welcomed over 350 dues-paying members into its ranks.

As a union that allows for immediate membership, UVW-CWA welcomes contractors, freelancers, and developers who are directly affected by layoffs. The organization hopes this structure will facilitate industry-wide reform by bringing together waves of developers across the U.S. and Canada.

“Industry leaders have repeatedly demonstrated that they will choose the alluring sound of profit over uplifting workers or doing what’s just,” stated UVW-CWA last week. “Now is the moment to stand by your colleagues and advocate for the dignity and respect you deserve.”

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