Mass Effect fans have bought a #SaveMassEffect billboard in Times Square after EA shut down BioWare last week, but the fight to save the sci-fi RPG franchise isn't stopping there.
Whether New York City residents are familiar with Commander Shepard's fight against the Reapers or not, everyone in Times Square was alerted to #SaveMassEffect when its billboard went up today. It's the latest in a string of moves from the community backing the sci-fi RPG franchise and its developers as they work to give them a second wind.
"Keelah si'yah," text on the billboard said. It's a reference to the in-universe language of Khelish, which is spoken by the Quarian species. According to the Mass Effect Wiki, the line specifically translates to "by the homeworld I hope to find one day."
🚨 WE'RE IN TIMES SQUARE!Together with @kalaelizabeth, we've managed to get a #SaveMassEffect billboard up in Times Square, NYC, all day today!📍 1560 Broadway, above the Pelé store (Duffy Square)⏰ 15 seconds every hour at :35HOLD THE LINE! ❤️ https://t.co/wNP9Ak9Vh8
Those supporting #SaveMassEffect come from all over, but the billboard featured in Times Square on this late-October day came from a smaller group known as We Are Mass Effect, a community dedicated to paying tribute to the franchise started in summer 2025 by a 27-year-old in Spain named Ariel Peña Aguilar. He, along with his second-in-command, Mer, as well as X/Twitter user Kala Elizabeth, sought to publish the billboard in hopes of drawing attention to their cause.
The idea originally came from Aguilar and Mer before Elizabeth was brought in for assistance and is part of their goal to keep Mass Effect alive. So far, their efforts include emailing EA directly, contacting Canadian politicians, and doing everything they can to draw more attention to their cause. The best part? Their Times Square billboard is just the beginning.
Aguilar told IGN that community organization around canceled Star Wars project The Hunt for Ben Solo is partly what inspired his push to save Mass Effect. He added, "I thought something like that could work really well for our situation, too."
Our beloved @drowwpoison, co-ceo of We Are Mass Effect, who's been working incredibly hard to give the #SaveMassEffect movement even more power, went to see our billboard in Times Square, New York City! ❤️✍️ Sign the petition: https://t.co/AhcEFDBbd0 https://t.co/69jfSoxyci
سەرچاوەی فەرمی بە زمانی ئینگلیزی: https://www.ign.com/articles/mass-effect-fans-buy-savemasseffect-billboard-in-times-square-and-they-have-plans-for-more
