Fans, Cast Rally to Save Mass Effect With Ads and Petition

WHO:

Eurogamer.net - The We Are Mass Effect community group and content creator Kala Elizabeth organized a Times Square billboard and other campaign initiatives.

Eurogamer.net - Mer Mora, an organizer of We Are Mass Effect, described the planned advertising efforts and community funding.

Eurogamer.net - Electronic Arts (EA) is the rights holder for Mass Effect; BioWare is the studio the article says EA shut down.

Eurogamer.net - The United Videogame Workers union (UVW-CWA) opened the Game Workers’ Hardship Fund to support laid-off video game workers in Canada and the United States.

IGN - Jennifer Hale voiced the female version of Commander Shepard in the first three Mass Effect games; Mark Meer voiced the male Shepard.

IGN - Destiny players, developer Owlcat Games, and The Expanse: Osiris Reborn’s official account supported the petition.

WHAT:

Eurogamer.net - Fans launched the #SaveMassEffect campaign after EA shut down BioWare and canceled the next Mass Effect game. They are asking EA to continue development, either by funding a new game or licensing the series to an outside studio.

Eurogamer.net - A Times Square billboard directed viewers toward the #SaveMassEffect hashtag and displayed “Kellah Si’yah,” a reference to the in-game ship that carried different species to settle the Andromeda system.

Eurogamer.net - The petition had reached 226,000 signatures and counting. IGN separately reported more than 200,000 verified signatures on Change.org.

IGN - Hale proposed that fans, investors, and a game company could form a collective to bring Mass Effect back. Meer urged people to sign the petition, saying, “Save Mass Effect. Hold the line.”

Eurogamer.net - Mora said additional ads were planned, and that funds raised above the campaign’s goal would go to the Game Workers’ Hardship Fund.

WHERE:

Eurogamer.net - The billboard was at 1560 Broadway in New York City, above the Pelé store in Duffy Square.

Eurogamer.net - Planned advertising locations included near EA’s headquarters in Redwood City and Edmonton, a mobile billboard for N7 Day, and an advertisement in Los Angeles for The Game Awards.

IGN - BioWare’s home location is Edmonton, Alberta, Canada.

WHEN:

Eurogamer.net - The Times Square billboard was scheduled to display for 15 seconds every hour at :35.

Eurogamer.net - Mer Mora said the other advertising initiatives were planned for later in the year.

WHY:

Eurogamer.net - The campaign aims to persuade EA to preserve the Mass Effect series and continue its development.

IGN - Supporters sought to demonstrate the series’ significance to EA; Hale described the goal as bringing Mass Effect back for its community and creatives.

HOW:

Eurogamer.net - Campaign initiatives were to be funded by the community. Organizers said they were preparing a GoFundMe after receiving requests from supporters to contribute.

IGN - Hale and Meer promoted the petition through social media videos and posts; Destiny community members and Owlcat Games also encouraged people to sign.

(UPDATED October 26, 2026 22:12 UTC)

Fans have launched the #SaveMassEffect campaign after EA shut down BioWare and canceled the next game, urging the company to fund continued development or license the series to another studio. Organizers and creator Kala Elizabeth put a billboard in Times Square, while the petition drew more than 200,000 signatures and received support from voice actors Jennifer Hale and Mark Meer, Destiny players, and Owlcat Games. The community is planning more advertising and a fundraiser, with money raised beyond its goal going to a hardship fund for laid-off game workers in Canada and the United States.