Mass Effect community rents Times Square billboard to protest series cancellation

Fans of the Mass Effect franchise launched a digital billboard campaign in New York City's Times Square on October 26, 2026, protesting Electronic Arts' recent closure of developer BioWare and the cancellation of the next franchise entry. The community group We Are Mass Effect partnered with content creator Kala Elizabeth to display a 15-second spot at 1560 Broadway, broadcasting every hour at 35 minutes past the hour. The display features the series' trademark N7 stripe alongside the phrase "Keelah si'yah" to steer viewers toward an online petition. [1][2]

The petition, which reached over 224,000 signatures following the weekend of the shutdown, urges EA to continue developing Mass Effect games internally or license the intellectual property to a third-party studio. Organizers plan to fund further actions through a GoFundMe campaign, with organizer Maria Mora outlining mobile billboard trucks near EA offices in Redwood City and Edmonton, as well as upcoming displays planned for N7 Day and The Game Awards in Los Angeles. Surplus contributions will go toward the United Videogame Workers' Game Workers' Hardship Fund to assist laid-off developers. [1][2]