Fans of the Mass Effect series have taken their advocacy to new heights by purchasing a billboard in Times Square, New York City, under the banner #SaveMassEffect. This move comes in the wake of EA's decision to shut down BioWare, a development that has galvanized the community to seek a second life for the science-fiction RPG franchise.
The billboard, prominently displayed in Times Square, features the Quarian phrase "Keelah si'yah," which translates to "by the homeworld I hope to find one day." The message serves as a nod to the in-universe lore and the species central to the Mass Effect saga.
This initiative was spearheaded by a group known as We Are Mass Effect, a community formed in Spain by Ariel Peña Aguilar. Aguilar, along with his collaborator Mer and content creator Kala Elizabeth, organized the effort to draw public attention to their cause. Their past actions to keep the franchise alive have included direct communication with EA and engagement with Canadian politicians.
Aguilar cited community organizing efforts around canceled Star Wars projects as inspiration for the Mass Effect campaign. "I thought something like that could work really well for our situation, too," he stated, explaining that the Times Square billboard is just the initial step in their ongoing plans.
The cost of the Times Square billboard was approximately $250, with the primary challenge being copyright considerations rather than finances. Elizabeth shared an anecdote about a last-minute graphic change due to the inclusion of "BioWare" in an earlier design, noting a minor correction in the chosen Mass Effect phrase for the billboard.
We Are Mass Effect emphasizes its support for the larger #SaveMassEffect petition, which has garnered over 200,000 signatures, including endorsements from Commander Shepard voice actors Jennifer Hale and Mark Meer. The group positions itself as fans utilizing available resources to sustain the movement.
Beyond preserving the game series, Aguilar expressed broader concerns about EA's handling of its intellectual properties and the impact on developers. He highlighted the studio's history of acquisitions and subsequent shutdowns, suggesting the campaign is also about the preservation of media and the work of studios that face closure.
Future plans for the movement include a potential GoFundMe campaign to fund mobile billboards and other promotional activities. The group also plans to acknowledge the 20th anniversary of the original Mass Effect game on November 7, 2027, regardless of EA's involvement.
The #SaveMassEffect billboard is located at 1560 Broadway, above the Pelé store, and is displayed for 15 seconds every hour at the :35 mark. The accompanying petition continues to grow, drawing support from across the gaming community and beyond, with some fans advocating for a boycott of EA titles.