Mass Effect fans secure Times Square billboard to urge EA to revive series

Mass Effect fans secure Times Square billboard

On 26 October, supporters of the #SaveMassEffect petition bought advertising time on a screen‑covered building in New York’s Times Square. The billboard, located above the Pelé store at 1560 Broadway, ran a short animation every hour at 35 minutes, displaying the Quarian phrase “Keelah Si’yah” and a call for Electronic Arts to act on the petition. The move followed the petition’s rise to more than 200,000 signatures on Change.org, a figure that surpassed the 187,000 mark recorded the day before. The campaign, launched by Joe Smith, seeks decisive action from EA to keep BioWare’s flagship RPG alive after the studio’s closure last week.

Background

BioWare, the developer behind the Mass Effect series, was shut down by EA in early October 2026 following a $55 bn buyout by Saudi Arabia’s investment arm. The decision came amid widespread layoffs at Microsoft’s Xbox and a surge in AI‑driven game development, prompting criticism from industry observers. The petition, started by Joe Smith, does not demand a reversal of EA’s decision but calls for the publisher to commit to the franchise’s future. Within days of the studio’s closure, the petition amassed over 180,000 signatures, rising to 187,000 by 25 October and surpassing 200,000 by the 26th.

Why it matters

The Mass Effect community, numbering millions of players worldwide, has expressed deep disappointment at the loss of the series. The petition’s growth reflects a significant portion of the fan base’s desire for the franchise’s continuation. The Times Square billboard, purchased for $250 by content creator Kala Elizabeth, serves as a public statement aimed at drawing attention from EA executives and the broader gaming community. The billboard’s animation, featuring the Quarian phrase “Keelah Si’yah,” references the Quarian Ark from Mass Effect: Andromeda and its tie‑in novel *Annihilation*. The expression roughly means 'May I discover my home planet someday,' representing the audience's desire for a fresh era in the franchise.

What happens next

According to Kotaku, the billboard is part of a broader plan that includes crowdfunding for future demonstrations and additional advertising outside the upcoming Game Awards. No official response from EA has been reported, and the petition continues to gather signatures. The campaign’s next steps, if any, will likely depend on EA’s reaction to the public pressure and the petition’s continued momentum.