The #SaveMassEffect petition has passed 200,000 signatures, as fans push Electronic Arts to act on the Mass Effect licence following BioWare’s closure last week.
The campaign has now moved beyond online support. A representative of the movement arranged a Times Square billboard for October 26, giving the cause a highly visible presence in New York City.
Mass Effect fans buy Times Square advertising
Some Times Square screens sell short advertising slots directly to the public. While these displays are sometimes used for internet jokes and memes, the Mass Effect community has chosen to use its booking to promote the campaign.
The billboard was displayed at 1560 Broadway, above the Pelé store in Duffy Square. Its message appeared for 15 seconds every hour at 35 minutes past the hour throughout the day.
The campaign announcement from October 26, 2026 confirmed the Times Square booking and encouraged supporters to “hold the line”.
Kala Elizabeth, a content creator and member of the movement, paid $250 for the billboard time. She has also said that the group plans to raise funds for additional demonstrations through crowdfunding.
For readers interested in how physical game spaces create impact, RETROCADE’s arcade news and features explore campaigns, hardware and the wider gaming scene.
Why the billboard says “Keelah Si’yah”
The short animation uses the Quarian phrase “Keelah Si’yah”, which roughly means “By the homeworld I hope to find one day”. The phrase is also the name of the Quarian Ark in Mass Effect: Andromeda and its tie-in novel, Annihilation.
Within that story, the ark carries Quarians through deep space towards a new galaxy, with the hope that its people will discover a new home at the end of their journey.
Elizabeth originally submitted the more familiar phrase “Keelah Se’lai”, translated as “By the homeworld I hope to see someday”. Quarians who have never seen their homeworld of Rannoch commonly use it throughout the series.
She changed the wording to reflect that Annihilation author Catherynne M. Valente was working on Universe. The first submission also used BioWare’s name and was rejected over copyright concerns, so Elizabeth changed the billboard wording while retaining the #SaveMassEffect branding.
What the petition wants from EA
BioWare’s closure was followed by leaks about the fifth Mass Effect game, Mass Effect: Universe. The leaked material included an internal cinematic trailer and plot details attributed to people who claimed to have consulted on the project.
The petition calls on EA either to transfer the unfinished game to another studio or license the Mass Effect series to a different developer. Supporters want the franchise to continue rather than remain inactive.
Whether the campaign can influence EA remains uncertain, but the Times Square display shows how fans are combining online organising, crowdfunding and real-world advertising to keep the series in public view. Those planning their own gaming projects can also browse RETROCADE’s arcade machine buying guide, explore arcade cabinets or consider a DIY arcade kit.
Update, October 26, 2026, 1:05 p.m. Eastern: The billboard details have been clarified to explain the wording changes made in response to copyright concerns.
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