Mass Effect fans ramp up efforts to save BioWare’s RPG series with a Times Square billboard and plans for more ads outside The Game Awards

Mass Effect fans have escalated their campaign to save the beloved sci-fi RPG series following EA’s shutdown of developer BioWare and cancellation of the next Mass Effect game. The community-organized #SaveMassEffect movement purchased a digital billboard in Times Square, displaying the message “Keelah si’yah, #SaveMassEffect” every hour at 35 minutes past the hour. The 15-second motion graphic, featuring the series’ distinctive N7 red stripe over a planetary vista, broadcasts from 1560 Broadway (Duffy Square) throughout the day.

The campaign has gained significant momentum, with a Change.org petition now exceeding 224,000 signatures. Coordinated by the @WeAreMassEffect team and content creator Kala Elizabeth, the Times Square billboard represents a public plea to Electronic Arts to reconsider the franchise’s future. The phrase “Keelah si’yah” references the in-universe Khelish language spoken by the Quarian species, a meaningful nod to the game’s devoted fanbase.

Beyond the Times Square display, the campaign has announced plans for additional advertisements, including efforts around The Game Awards later this year. The movement reflects growing frustration within the gaming community over EA’s decision to shut down BioWare, one of gaming’s most respected RPG developers, and abandon the Mass Effect franchise without immediate plans for continuation.

Mass Effect fans ramp up efforts to save BioWare’s RPG series with a Times Square billboard and plans for more ads outside The Game Awards

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