Mass Effect fans launch Times Square billboard campaign to save RPG series

Mass Effect fans are funding billboards and advertising campaigns to urge EA to revive freshly cancelled RPG series

Mass Effect fans have expanded their campaign to save the role-playing game series with a billboard in New York City's Times Square and plans for further advertising initiatives ahead of The Game Awards.

The community-led Save Mass Effect movement gained momentum following reports that Electronic Arts (EA) had shut down BioWare and cancelled the next Mass Effect game. Fans are now calling on the publisher to reverse its decision and ensure the science-fiction franchise continues.

The We Are Mass Effect community group and content creator Kala Elizabeth have joined forces to organise several initiatives promoting the #SaveMassEffect campaign.

Their Times Square billboard directs viewers towards the online movement and features the words "Kellah Si'yah", a reference to the in-game ship used to transport different races to settle the Andromeda system.

Mer Mora, one of the group's organisers, outlined further plans in an email to Eurogamer. "Apart from the Times Square billboard, we also have several other initiatives in the works. An advertising truck near EA's headquarters in Redwood City and in Edmonton, a mobile billboard for N7 Day, and another one in LA for The Game Awards. All of them will carry a message in support of #SaveMassEffect," Mora said.

The campaign's online petition has reportedly attracted more than 226,000 signatures. It asks EA to support the franchise's continued development, either by funding a new entry or licensing the property to an external studio.

The advertising projects will be funded by fans, with organisers preparing a GoFundMe campaign after receiving offers of financial support from the community.

Mora also said any money raised beyond the campaign's target would go to the Game Workers' Hardship Fund, which supports developers who have lost their jobs.

The United Videogame Workers union (UVW-CWA) established the fund earlier in 2026 to assist laid-off video game workers across Canada and the United States.

🚨 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 :35

HOLD THE LINE! ❤️ pic.twitter.com/wNP9Ak9Vh8

— We are Mass Effect - #SaveMassEffect (@WeAreMassEffect) October 26, 2026