Mass Effect fans have bought a billboard in Times Square after EA shut down BioWare, but the fight to save the sci-fi RPG franchise isn't stopping there. The billboard, which features the in-universe language of Khelish, is a reference to the line 'by the homeworld I hope to find one day.' The community behind the billboard, We Are Mass Effect, is dedicated to paying tribute to the franchise and has been emailing EA directly, contacting Canadian politicians, and doing everything they can to draw more attention to their cause. The billboard is just the first step in their plans to save Mass Effect, with more actions to come. The group's leader, Ariel Peña Aguilar, said that the idea for the billboard came from a smaller group known as We Are Mass Effect, which was started in summer 2025 by a 27-year-old in Spain named Aguilar. He, along with his second-in-command and partner María 'Mer' Mora, as well as X/Twitter user Kala Elizabeth, sought to publish the billboard in hopes of drawing attention to their cause. The group's 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.'

Aguilar clarified that We Are Mass Effect isn't directly affiliated with the major petition going around, even if they do 'fully support the petition and the effort behind it.' For him, they are 'simply fans trying to use every tool and resource at our disposal to support the cause and make sure this movement continues for as long as possible.' Aguilar sees the joint effort as 'a message of unity' in the aftermath of decisions made by EA 'that goes far beyond our concern for Mass Effect or Dragon Age.' This is about more than video games. Aguilar added, 'At the end of the day, these franchises are works of art, and while they mean an enormous amount to us, we're also deeply concerned about all the developers who have lost their jobs, as well as those who may still face layoffs in the future, especially during such a difficult period for the video game industry.'