Save Mass Effect Truck Circles EA HQ as Fan Movement Goes Physical

A truck bearing a 'Save Mass Effect' message is currently driving around Electronic Arts' headquarters in Redwood City, California. According to IGN, the mobile billboard is part of a fan-led initiative to protest the closure of developer BioWare and the cancellation of a new Mass Effect game.

The effort is organized by the group We are Mass Effect, which told IGN they wanted to bring the online movement into the physical world. The truck, which reportedly features a QR code linking to a campaign website, is circling the area for four hours. Organizers have asked people nearby to take pictures but warned against trespassing on EA property.

Kotaku reports the truck was funded by a recent crowdfunding campaign. The group's representative, Mer, said the goal is to spread awareness and show support for the developers impacted by BioWare's shutdown.

The action comes just before N7 Day, the series' annual fan celebration on November 7. Per IGN, the group is also preparing a video featuring fan-favorite actors like Jennifer Hale and Mark Meer for the occasion. They also plan to send cupcakes decorated in Mass Effect colors to EA's offices next week.

Separately, a petition related to saving BioWare has gained enough signatures to be considered by the Canadian government, as reported by Push Square. The petition asks the government to explore funding to help developers buy the studio and its intellectual property from EA.