Electronic Arts is facing criticism for promoting Mass Effect merchandise on the BioWare Gear Store in the wake of franchise cancellations and developer closures. The publisher's social media accounts have begun posting about merchandise sales, inviting fans to "celebrate the legacy" of Mass Effect, which many online have decried as tone-deaf and insensitive.
These promotional efforts follow EA's decision to close developer BioWare and cancel Mass Effect 5. The company cited a significant organizational shift and broader pullback, which also led to layoffs and the cancellation of other projects, including a new The Sims game. These actions occurred after EA was taken private by an investor group led by Saudi Arabia's Public Investment Fund.
Reports indicate that EA opted to pursue a new Star Wars Battlefront game instead of funding the next Mass Effect title and BioWare's continued operations. In response, a Change.org petition titled "save Mass Effect" has gathered over 300,000 signatures, and some Canadians are lobbying their lawmakers to provide funding for BioWare's future. The BioWare Gear Store's social media, which had been inactive for a month, resumed activity to push items such as mugs, clothing, and accessories.