Fans Deploy Times Square Billboard and Petition to Force EA to License Mass Effect

Key points

• EA shut down BioWare last week, cancelling the next Mass Effect game, which had been in development since 2020.
• The 'Save Mass Effect' petition now has 226,000 signatures, urging EA to license the IP to an outside studio if they do not intend to continue development.
• A billboard in Times Square displays the phrase 'Kellah Si'yah,' referencing a ship from the Andromeda trilogy, to drive traffic to the online campaign.
• Organizers plan further advertising, including a truck near EA’s Redwood City headquarters and a mobile billboard for N7 Day in Los Angeles.
• Community funding via GoFundMe will cover ad costs, with any surplus donated to the Game Workers' Hardship Fund established by the United Videogame Workers union.
• Voice actress Jennifer Hale criticized EA’s ownership, suggesting the studio did not understand BioWare’s value, while supporting the petition.

Background

The closure of BioWare marks the end of a studio that developed the Dragon Age and Mass Effect series. Mass Effect: Universe, the fifth major installment, was announced in 2020 and had been in pre-production for over four years before being cancelled. Recent leaks revealed the game would have set the story 600 years after Mass Effect 3, using advanced technology to resolve the controversial multiple endings of the previous game. The cancellation has triggered a broader debate about the treatment of long-term RPG projects and the fate of intellectual property within large publishers.

How outlets are covering it

Eurogamer emphasizes the physical and financial mobilization of the fan community, highlighting the Times Square billboard and the GoFundMe campaign that supports laid-off workers. 80 Level focuses on the scale of the petition and the emotional response from cast members, noting that the petition gained 100,000 signatures in its first three days. Kotaku provides technical insight from former developers, detailing the ambitious 'timeline generation' system that was scrapped, and includes a skeptical view from a former BioWare employee who believes EA will not sell the IP. While all sources agree on the cancellation, they differ in focus: Eurogamer and 80 Level highlight the public outcry and petition numbers, whereas Kotaku offers an insider’s perspective on the lost technical innovation and the likelihood of the IP remaining dormant.

Why it matters

The campaign represents a rare instance of fan-funded direct action against a major publisher, potentially setting a precedent for how communities can influence the fate of cancelled franchises. The involvement of the Game Workers' Hardship Fund links fan advocacy directly to the welfare of laid-off developers, highlighting the human cost of corporate decisions in the gaming industry. The technical details revealed by former staff underscore the significant creative loss, potentially influencing future discussions on IP licensing and studio closures.

What to watch

The 'Save Mass Effect' petition remains open, and organizers plan to execute additional advertising campaigns, including a truck near EA’s headquarters and a billboard at The Game Awards. The community will continue to fund these efforts through the GoFundMe, with surplus funds directed to the Game Workers' Hardship Fund. There is no indication from EA that they will reverse the closure or license the IP, but the sustained pressure may force a public response.