The Mass Effect community isn't giving up. The day before N7 Day (November 7), a truck with an LED billboard circled the Electronic Arts headquarters in Redwood City, California. On the billboard: the hashtag #SaveMassEffect, a QR code, and the address SaveMassEffect.com.
What's behind the truck at EA headquarters?
Behind it is the fan group "We are Mass Effect." Their spokesperson, Mer, organized the campaign together with @kalaelizabeth. According to IGN, the mobile billboard drove around the EA and EA Sports premises. The images show the billboard encouraging participation: "Sign the petition," along with a link and QR code to the campaign page.
This method isn't new. There was previously a billboard in Times Square in New York. The truck is the next level: instead of anonymous advertising in a big city, the message is now directly at the decision-makers' doorstep. The group leaves no doubt that they will continue. Their quote: "We don’t plan on stopping anytime soon."
Why are fans fighting for Mass Effect right now?
The background is the situation surrounding the franchise: EA has put the Mass Effect games on hold and closed BioWare. How intensely this resonates in the industry is shown in our report on Warren Spector's anger over the BioWare closure.
The timing of the campaign is no coincidence. N7 Day on November 7 is the annual holiday for Mass Effect fans. The name is derived from the N7 emblem of the game series, with the number forming 11/7 in the American date format. Those who want attention for a franchise use the day when everyone is already talking about the series.
Can such a campaign make a difference?
Our assessment: A truck alone won't make a corporation reverse a studio closure. However, it still serves as a signal. It keeps the topic in the media, channels the community's frustration into a petition, and demonstrates that fans are organized and willing to spend money. Whether EA will react to this is not stated in the source. All that is known is that the fans intend to continue.
For N7 Day, a look back at previous years is fitting. Here's the teaser for N7 Day 2023:
Source: IGN
Do you believe EA will give Mass Effect a future after this campaign?
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