Mass Effect Fans Rent Times Square Billboard to Push EA for Series Revival

After gathering over 200,000 signatures on a Change.org petition, the #SaveMassEffect movement has taken a bold step into the physical world. A representative of the group purchased a day’s worth of screen time on a Times Square billboard for October 26, aiming to draw wider attention to their cause. The digital display, located at 1560 Broadway above the Pelé store in Duffy Square, features a short animation with the Quarian phrase “Keelah Si’yah,” which roughly means “By the homeworld I hope to find one day.”

A Modest Investment for Maximum Visibility

Content creator Kala Elizabeth, who organized the billboard purchase, told Kotaku that the ad space cost just $250. She and other supporters are planning to crowdfund for future demonstrations. The choice of phrase is significant: “Keelah Si’yah” references the Quarian Ark from Mass Effect: Andromeda and its tie-in novel Annihilation, symbolizing a journey toward a new home. Elizabeth originally wanted to use the more common “Keelah Se’lai,” but switched due to a copyright concern.

Why Fans Are Rallying

The petition gained momentum after EA closed BioWare, the studio behind the series, and reportedly canceled the next installment, tentatively called Mass Effect: Universe. Leaks have since surfaced, including an internal cinematic trailer and plot details from alleged consultants. The petition asks EA to either transfer the project to another studio or license the franchise to a developer willing to continue it.

For players, this campaign reflects deep attachment to the universe and characters BioWare created. The billboard is more than a publicity stunt—it’s a signal that the community won’t let the series fade without a fight. With crowdfunding in the works, the movement may expand to other cities or formats, keeping pressure on EA as fans await an official response.

What do you think is the best path forward for Mass Effect—should another studio take the reins, or is it time to let the series rest?