SaveMassEffect: Fan Initiative Reaches Times Square

This week, the world of video games was shaken by the closure of BioWare: it wasn't entirely unexpected news, as the Canadian studio had been through difficult years and parent company Electronic Arts is forced to make significant cuts, but it was still a historic name in the RPG landscape that is now gone. The closure also led to the cancellation of the new Mass Effect Universe, for which a trailer was leaked online.

The SaveMassEffect Petition

The sci-fi franchise boasts many fans, who immediately made their voices heard. An online petition was launched, with the hashtag #SaveMassEffect, asking Electronic Arts to resume development of Mass Effect. The initiative has now surpassed 245,000 signatures, but it hasn't remained confined to the internet, as it even appeared in an advertising space in New York's iconic Times Square.

We will hear more about SaveMassEffect: its organizers intend to undertake further protest actions. According to Eurogamer, messages of support for Mass Effect will be displayed on trucks that will be placed in front of EA's offices in Redwood and Edmonton, and not only that, because there will be an additional advertising initiative in Los Angeles, during the Game Awards.

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! https://t.co/wNP9Ak9Vh8

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