Fans Send Billboard Truck to EA Headquarters to Demand ‘Save Mass Effect’ Campaign

A mobile billboard truck is driving around Electronic Arts headquarters to demand that the publisher continue the Mass Effect video game series after closing developer BioWare. The protest follows a wave of fan-led actions organized after the studio shut down on October 21.

Organizers Ariel Aguilar, Mer, and content creator Kala Elizabeth hired the truck to circle the Redwood City property for four hours. The vehicle was scheduled to drive around the building as closely as possible without trespassing. The organizers asked nearby supporters to send photographs while warning them not to enter company property.

This demonstration is part of a wider crowdfunding effort by the #SaveMassEffect movement. Supporters raised funds in under 15 minutes last month to pay for billboards outside EA offices and December's Game Awards. A static billboard was also displayed in New York City's Times Square on October 26.

Fans have grown increasingly vocal as N7 Day approaches, marking what used to be BioWare's annual celebration of the sci-fi role-playing series. Evidence suggests BioWare had planned a major showcase for the now-cancelled Mass Effect: Universe, alongside several merchandise licensing deals. A Change.org petition urging EA to save the franchise has also surpassed 250,000 signatures.

Summary

The protest highlights intense fan reaction following the sudden closure of a major game studio and the cancellation of its projects. While supporters use public displays to demand the revival of a beloved franchise, the actions also reflect tensions over the future of the intellectual property and the workers affected by the studio's shutdown.