The Times Square Campaign
Mass Effect fans have bought a #SaveMassEffect billboard in Times Square after EA shut down BioWare, prompting a broader fight to support the sci-fi RPG franchise and its developers.
The display in New York City is the latest in a string of community-led initiatives backing the franchise and its creators.
The billboard featured a message reading "Keelah si'yah," a reference to the Quarian species language from the universe, translating to "by the homeworld I hope to find one day."
🚨 WE'RE IN TIMES SQUARE!Together with @kalaelizabeth, we've managed to get a #SaveMassEffect billboard up in Times Square, NYC, all day today!📍 1560 Broadway, above the Pelé store (Duffy Square)⏰ 15 seconds every hour at :35HOLD THE LINE! ❤️ https://t.co/wNP9Ak9Vh8
Organizing the Movement
The effort was spearheaded by We Are Mass Effect, a community group founded in 2025 by Ariel Peña Aguilar, along with project partner Mer and content creator Kala Elizabeth.
Their campaign has involved direct emails to EA, outreach to Canadian politicians, and the new billboard display as part of a larger plan to keep attention on the franchise.
Aguilar noted that community organization around canceled projects like The Hunt for Ben Solo served as partial inspiration for the push.
Our beloved @drowwpoison, co-ceo of We Are Mass Effect, who's been working incredibly hard to give the #SaveMassEffect movement even more power, went to see our billboard in Times Square, New York City! ❤️✍️ Sign the petition: https://t.co/AhcEFDBbd0 https://t.co/69jfSoxyci
Despite initial hesitations, the organizers agreed the cost and effort were worthwhile to support the cause and signal that more plans are underway.
Securing the billboard cost approximately $250 for a Monday slot, with organizers noting that copyright hurdles presented a greater challenge than financial costs.
Lots of great feedback in the comments. Our next billboard will be simpler and include a QR code to the petition!— Kala Elizabeth #SaveMassEffect (@kalaelizabeth) October 26, 2026
A Wider Message on Media Preservation
While We Are Mass Effect operates independently from the main petition, the organizers fully support ongoing efforts to utilize every available tool to advocate for the franchise.
Aguilar described the campaign as a message of unity extending beyond individual concerns for specific series.
Organizers emphasized that the movement is deeply concerned with the welfare of developers affected by industry layoffs during a challenging period for the sector.
While acknowledging that corporate leadership may not alter its course, the community remains committed to its stance.
The team remains aware of publisher history regarding abandoned intellectual properties, yet continues to push forward regardless of long odds.
Elizabeth pointed to broader industry criticisms surrounding corporate ownership and the frequent cancellation of established titles.
The #SaveMassEffect petition just hit 200,000! Absolutely insane work by everyone, keep it up! ♥️ https://t.co/tHiNeNhmCt— Kala Elizabeth #SaveMassEffect (@kalaelizabeth) October 26, 2026
The campaign aims to highlight broader issues in media preservation, noting that historical studio contributions risk being lost when parent companies shutter long-standing developers.
Organizers questioned corporate decisions leading up to studio closures and staff reductions, arguing that developers and fans deserve better outcomes.
Concerns remain that corporate entities may retain intellectual property rights purely for merchandising while halting active game development.
Future Plans and Industry Impact
Future plans for the movement include a potential GoFundMe campaign to fund mobile billboards, with an eye toward upcoming community milestones such as the franchise's 20th anniversary in late 2027.
Organizers stressed the importance of supporting developers and industry professionals impacted by recent studio closures.
Even without guaranteed changes from corporate leadership, the community maintains that the advocacy efforts are worthwhile.
SPREAD THE WORD ‼️ THIS IS JUST THE BEGINNING, N7 4 EVER ❤️🖤 #SaveMassEffect https://t.co/wMEd7DQF4u— mer ⚔️࣪ ִֶָ☾. #SaveMassEffect (@drowwpoison) October 26, 2026
The initial billboard was scheduled to appear periodically throughout the day at 1560 Broadway in Midtown Manhattan.
Alongside the physical displays, a related petition has rapidly scaled to over 220,000 signatures, drawing support from players, developers, and series voice actors Jennifer Hale and Mark Meer.
The franchise, which shaped role-playing games through the 2000s and 2010s, concluded its original trilogy before releasing Andromeda in 2017 and subsequently working on a follow-up project that was recently canceled.
The cancellation follows earlier reports indicating the unreleased project featured distinct gameplay elements and accounted for prior player choices.
Image courtesy of Kala Elizabeth/@kalaelizabeth on X/Twitter.
