A dedicated group of Mass Effect fans, operating under the banner We are Mass Effect, has escalated their campaign to save the franchise and support BioWare by deploying a truck with the #SaveMassEffect message outside EA headquarters in Redwood City, California. This mobile billboard follows a previous effort that saw a day-long advertisement in New York City's Times Square.
The truck features a QR code and website URL directing interested individuals to SaveMassEffect.com. The initiative's objective is to draw attention to the movement and highlight the human impact of studio closures and game cancellations, according to the group. The fans aim to make the community's support for BioWare's legacy visible in a tangible way, emphasizing that the movement extends beyond intellectual property to the people behind the games.
Further activations are planned, including a mobile billboard near BioWare's former offices and a display during The Game Awards next month. While the immediate future of the Mass Effect franchise remains uncertain, fans are also preparing a video for N7 Day, featuring prominent figures associated with the series, including Commander Shepard voice actors Jennifer Hale and Mark Meer. Additionally, the group is promoting N7 Play Day to encourage players to engage with Mass Effect: Legendary Edition on Steam.
This mobile campaign joins other fan-led initiatives, such as a petition that has garnered over 300,000 signatures and graffiti reportedly spray-painted outside an EA office in Madrid. The fans express a desire to prevent beloved IPs and the developers behind them from being forgotten, urging continued community engagement and support.
Despite EA's recent actions, including putting Mass Effect games on hold and closing BioWare, the publisher is still releasing merchandise for the franchise in observance of N7 Day. A documentary detailing BioWare's final years has also been announced, and a Canadian politician has reportedly joined the advocacy efforts.