Mass Effect fans step up efforts to save BioWare’s RPG series with billboard in Times Square, plan more ads outside of The Game Awards
Fans continue to rally around the “Save Mass Effect” movement, this time with a billboard in Times Square and other initiatives planned throughout the year.
Last week, publisher EA shut down BioWare and canceled the upcoming Mass Effect game. Since then, an increasingly vocal community campaign has attempted to reverse Electronic Arts’ course and ensure that the beloved sci-fi universe can move forward in some form.
🚨 WE ARE IN TIMES SQUARE! Together with @kalaelizabeth we successfully put up a #SaveMassEffect billboard in Times Square, New York all day today! 📍 1560 Broadway, above the Pelé store (Duffy Square) ⏰ 15 seconds every hour at :35 HOLD THE LINE! ❤️ https://t.co/wNP9Ak9Vh8
– We are Mass Effect – #SaveMassEffect (@WeAreMassEffect) October 26, 2026
Manage cookie settings
Community group We Are Mass Effect and content creator Kala Elizabeth are now collaborating on a number of initiatives, including a billboard in New York’s Times Square that directs people to the growing online hashtag “SaveMassEffect.” The text “Kellah Si’yah” runs throughout the ad, referencing the game’s ship that carried different races to colonize the Andromeda system.
“Besides the Times Square billboard, we also have several other initiatives in the works. A billboard truck near EA headquarters in Redwood City and in Edmonton, a mobile billboard for N7 Day and another in Los Angeles for the Game Awards. All will carry a message of support for #SaveMassEffect,” one of the group’s organizers, Mer Mora, told me via email.
The “SaveMassEffect” petition gained enormous traction this weekend with 226,000 signatures and counting. The petition urges rights holder EA to commit to “the continued development of Mass Effect” by either funding a new game in the series or licensing it to an outside studio that can do it justice.
“All of these initiatives will be funded by the community itself! We are setting up a GoFundMe after receiving an overwhelming response from community members wanting to contribute financially to make all of this happen,” Mora added. “And given the incredible support and generosity we’ve received, any funds raised above our goal will be donated to the Game Workers’ Hardship Fund, which supports game developers who have been laid off.” The United Videogame Workers (UVW-CWA) union opened this fund earlier this year to support the many laid-off video game workers in Canada and the United States.
Gn tech
