Gaming News
Mass Effect Fans Buy Times Square Billboard to Save Franchise
Developing
Via Kala Elizabeth on YouTube All clips and posts below are embedded from their original sources.
By the numbers: this timeline documents 3 events, drawn from 6 sources.
“By the homeworld I hope to find one day.”
via kotaku.com
Our take
The $250 cost of the Times Square billboard demonstrates how low barriers to entry for digital advertising allow grassroots gaming communities to generate significant public pressure. By leveraging a specific in-universe phrase like 'Keelah Si'yah,' the campaign creates an emotional connection that resonates with the dedicated fanbase, turning a simple ad into a symbol of resistance against corporate decisions.
Background
Electronic Arts closed BioWare, the developer of the Mass Effect series, in late October 2026. This decision sparked a community-led campaign known as #SaveMassEffect, which includes a Change.org petition that reached over 200,000 signatures. The movement seeks to have EA hand the unfinished fifth game, Mass Effect: Universe, to another studio or license the franchise to a new developer.
The We Are Mass Effect group, which includes Ariel Peña Aguilar and Mer, coordinated the billboard campaign. Aguilar, a 27-year-old from Spain, was inspired by fan efforts to save the canceled Star Wars project The Hunt for Ben Solo. The group has also emailed EA directly and contacted Canadian politicians to draw attention to the cause.
The timeline
-
Fans purchase Times Square billboard space
Kala Elizabeth reportedly purchased billboard time in Times Square for $250 to display a #SaveMassEffect message. The ad reportedly features the phrase 'Keelah Si'yah' and reportedly runs for 15 seconds every hour at :35 at 1560 Broadway. The initial design was reportedly rejected for copyright reasons, forcing the team to rush a new animation.[1]
-
Organizers announce billboard launch on social media
The We Are Mass Effect account reportedly posted on X that the billboard was up in Times Square, NYC, all day. The post reportedly included the location above the Pelé store and the timing of the 15-second intervals. The post reportedly received over 382,000 views by the time of reporting.[1]
-
Organizer Mer shared personal footage of the billboard
Mer, a co-organizer of the We Are Mass Effect group, reportedly posted footage of the billboard in person. The post reportedly encouraged New York City residents to visit the location, take photos, and share them to amplify the campaign's reach.[6]
What happens next
December 2026: Billboards are set to be placed outside the venue of The Game Awards this December, according to IGN.
Frequently asked
Is the Mass Effect franchise saved?
No, the franchise is not yet saved. As of October 26, 2026, per kotaku.com, the petition has reached over 200,000 signatures and fans are using billboards to pressure EA to hand the game to another studio or license the series.
How much did the Times Square billboard cost?
The billboard cost $250. Kala Elizabeth purchased the time for the ad, which runs for 15 seconds every hour at :35 in Times Square.
What does 'Keelah Si'yah' mean?
It is a Quarian phrase that roughly translates to 'By the homeworld I hope to find one day.' It is also the name of the Quarian Ark in Mass Effect: Andromeda.
Why was the original billboard design rejected?
The original submission used BioWare’s name, which was rejected for copyright reasons. The team had to rush to create a new design that used the #SaveMassEffect branding instead.
What are the next steps for the campaign?
Organizers plan to use crowdfunded funds to place more billboards outside EA's headquarters and in Edmonton, CA. They also plan to place ads outside the venue of The Game Awards in December.
More related drama (4)
Sources (6)
- kotaku.com, The Fans Trying To Save Mass Effect Just Paid For A Billboard In Times Square, Oct 26, 2026.
- Twitter (original post).
- Twitter (original post).
- x.com, We are Mass Effect - #SaveMassEffect on X: "🚨 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 Bro, Oct 26, 2026.
- ign.com, Mass Effect Fans Buy SaveMassEffect Billboard in Times Square, Oct 26, 2026.
- Twitter (original post).
Cite this timeline
This timeline compiles 3 dated events from 6 sources. If it helped your reporting, cite it:
GenZHype. “Mass Effect Fans Buy Times Square Billboard to Save Franchise.”
GenZHype, 30 October 2026,
https://genzhype.com/gaming/mass-effect-fans-buy-times-square-billboard-to-save-franchise/.