Fans of BioWare's Mass Effect series are intensifying their efforts to ensure the continuation of the RPG franchise, employing a billboard in New York City's Times Square and planning further advertisements. This organized campaign aims to persuade publisher EA to reverse its decision to close BioWare and cancel the next installment.
The "Save Mass Effect" movement, spearheaded by the We Are Mass Effect community group and content creator Kala Elizabeth, has taken its message to physical spaces. A billboard displayed in Times Square features the phrase "Kellah Si'yah," a reference to the ship that transported various species to the Andromeda system in the games, accompanied by the hashtag #SaveMassEffect.
Organizers have outlined additional initiatives, including an advertising truck near EA's headquarters in Redwood City and Edmonton, a mobile billboard for N7 Day, and another advertisement in Los Angeles coinciding with The Game Awards. These efforts are entirely community-funded through a GoFundMe campaign, with an overwhelming response from fans eager to contribute.
Complementing the physical advertisements, an online petition urging EA to commit to the future of Mass Effect has garnered significant traction, surpassing 226,000 signatures. The petition advocates for EA to either fund a new game or license the series to an external studio capable of honoring its legacy. Any surplus funds raised by the community campaign will be donated to the Game Workers' Hardship Fund, which provides support to laid-off game developers.