Fans move #SaveMassEffect campaign into the public spotlight
The #SaveMassEffect movement has expanded beyond online advocacy, with supporters placing a billboard in New York City's Times Square as part of a broader campaign to pressure Electronic Arts over the future of the Mass Effect franchise.
The push comes after EA announced the closure of BioWare and the cancellation of the next planned Mass Effect game. Since the decision was made, a coordinated community effort has sought to convince the publisher to reverse course and keep the sci-fi universe alive in some form.
Times Square billboard becomes latest symbol of support
The new billboard is located at 1560 Broadway, above the Pel store near Duffy Square, and is expected to display a 15-second message every hour at the :35 mark. The campaign's organisers have described the activation as a way to make the community's concerns visible in one of the world's busiest public spaces.
The ad features the phrase Kellah Si'yah, referencing the in-game ship associated with the arrival of different species in the Andromeda system. The choice underscores the campaign's focus on the broader legacy of the series rather than a single title.
More activations are planned throughout the year
The Times Square billboard is only one part of the initiative. Organisers said additional efforts are already in development, including an advertising truck near EA's headquarters in Redwood City and another in Edmonton.
Further public displays are also planned around notable franchise and industry moments, including a mobile billboard for N7 Day and another in Los Angeles connected to The Game Awards. All of the planned activations are intended to carry messages supporting #SaveMassEffect.
Community funding and petition momentum
The campaign appears to be gaining significant momentum. A petition tied to the movement collected more than 226,000 signatures over the weekend, with the number continuing to rise.
The petition calls on rights holder EA to commit to the continued development of Mass Effect, either by funding a new game in the series or by licensing the franchise to an outside studio that can maintain its long-term presence.
Supporters plan to fund the campaign collectively
Organisers said the public activations are being funded directly by the community. A crowdfunding effort is being set up following strong financial support from fans who want to help cover the costs of the planned billboards and other initiatives.
Additional funds raised beyond the campaign's target are expected to be donated to the Game Workers' Hardship Fund, a support resource for game developers affected by layoffs.
The fund was established earlier this year by the United Videogame Workers union, UVW-CWA, to assist video game workers across the United States and Canada who have lost their jobs.
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