The challenge
EA.com, the home of every EA franchise and visited by millions of fans monthly, ran on a legacy Adobe CMS that made launching new franchise experiences slow and costly.
The approach
- Led the ground-up rebuild onto a modern stack.
- Templatized the build process so new franchise sites could launch in days instead of months.
- Rebuilt the platform's growth and engagement foundation around the new architecture.
The stack
TypeScript
React
Node.js
Contentful
One template, every franchise
Start from the template
Every franchise page begins as the same wireframe: hero, pre-order module, features carousel, newsroom, and FAQ, all pre-built, CMS-driven, and ready to fill.
Skinned in days, not months
The same Reveal template dressed for Battlefield 2042: art, copy, and commerce modules slotted in without writing new code, the process that took franchise launches from months to days.
Every franchise, its own identity
Theming goes deeper than a keyart swap: Apex Legends brings its own typography, nav, and signature red to the identical skeleton, so every site feels native to its franchise, not templated.
Impact
+0%
User growth
in year one on lead titles
0.0X
Organic traffic
then more than doubled again the following year
+0%
Session duration
+0%
Engagement per session
0X+
Ratings hub users
year over year
0X+
Ratings hub sessions
year over year