Mass Effect fans put Times Square billboard up as petition passes 200,000
The 15-second spot ran at 1560 Broadway on October 26, 2026, paid for by content creator Kala Elizabeth for $250.
The #SaveMassEffect campaign put a billboard in Times Square on October 26, 2026, the same day its Change.org petition passed 200,000 signatures. A representative of the group purchased the airtime, and content creator and movement member Kala Elizabeth paid $250 for the slot.
The billboard stood at 1560 Broadway, above the Pelé store in Duffy Square, and played for 15 seconds every hour at :35. Its animation featured the phrase "Keelah Si'yah" and was covered by kotaku.com.
Organizers say they intend to crowdfund future demonstrations. The petition asks Electronic Arts to hand the fifth Mass Effect game to another studio or license the series to another developer.
Background
Last week, EA closed BioWare, the studio behind the Mass Effect series. The closure was followed by leaks about the fifth game, Mass Effect: Universe, including an internal cinematic trailer and plot details. "Keelah Si'yah" is also the name of the Quarian Ark in Mass Effect: Andromeda and its tie-in novel Annihilation; Elizabeth initially used the phrase "Keelah Se'lai" on the billboard but changed it after it was flagged for copyright.
Quick answers
What does the #SaveMassEffect petition ask for?
It asks Electronic Arts to hand the fifth Mass Effect game to another studio or to license the series to another developer.
How many signatures has the #SaveMassEffect petition received?
The Change.org petition has passed 200,000 signatures.
Where was the #SaveMassEffect billboard?
It ran at 1560 Broadway, above the Pelé store in Duffy Square, for 15 seconds every hour at :35.