Powering Electronic Arts’s Global Marketing Empire with a Centralized Content Hub

CodeLink transformed Electronic Arts’s range of outdated content management tools into a dynamic Content Hub that streamlined asset management, enhanced collaboration, and supported major franchises, including EA Sports FC, Madden, NHL, and F1. What began as a small embedded team grew into a full-scale, autonomous group delivering design, development, QA, and deployment over a multi-year period.

4 Major Franchises Onboarded

Successfully onboarded leading EA Sports franchises to the platform, including EA Sports FC, Madden, NHL, and F1.

Enterprise-Wide Scalability

Engineered a configurable system with reusable components designed to serve various teams without requiring custom solutions.

Enhanced Operational Efficiency

The new Content Hub was received by all business unit users as a huge improvement to their daily workflow, helping to "enhance the way that they organize and work," streamlining workflows for content librarians and media teams.

20+ Specialists Embedded

Starting with a single pair of developers to test the engagement, we proved our skill levels and were able to grow into an embedded team of over 20 specialists, ensuring the right expertise was available to drive the project forward at crucial stages.

About the client

Electronic Arts is a global leader in digital interactive entertainment. They develop and deliver games, content, and online services for Internet-connected consoles, mobile devices, and personal computers. Headquartered in Redwood City, California, they’re recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS FC™, Battlefield™, Apex Legends™, The Sims™, EA SPORTS™ Madden NFL, Plants vs. Zombies™, and EA SPORTS F1®.

The challenge

Electronic Arts manages thousands of marketing assets daily across global teams and a massive range of game titles. Legacy tools couldn’t meet the scale, consistency, or collaboration needs, creating inefficiencies and risking misaligned branding. A centralized, scalable solution was essential to move forward.

Widespread Digital Asset Fragmentation

Without a centralized platform, critical marketing assets were scattered across various systems and teams. This fragmentation made it difficult to efficiently find, share, and secure content, slowing down operations and increasing the risk of inconsistencies.

Scalability Across Teams

Electronic Arts needed a single platform that could serve its diverse internal teams without requiring expensive and time-consuming custom-built solutions for each one. The existing ecosystem could not scale to meet the organization's growing and varied demands.

Outdated and Inefficient Legacy Systems

The existing internal applications were no longer adequate. They lacked the user-centric design and modern functionality required to support the efficiency of global teams. Electronic Arts needed to ensure brand consistency, secure access, and reliable collaboration across regions while reducing friction in daily workflows.

Why CodeLink?

Electronic Arts chose CodeLink for our collaborative partnership model and our flexibility in engagement and scale-up. We provided a dedicated team that worked directly with executive-level internal Electronic Arts stakeholders, organizing weekly syncs to brainstorm solutions and ensure perfect alignment. This approach enabled us to function as a true extension of their team, driving the project forward efficiently in high-impact product iterations.

The result

CodeLink helped Electronic Arts transform its legacy tools into a centralized, configurable Content Hub that now empowers marketing teams worldwide. The platform delivers scalability, brand consistency, and user-centric workflows for EA’s global franchises.

Launched a Centralized Content Hub

We completely revamped Electronic Arts's legacy content management applications, replacing them all with a single, unified Content Hub. This platform now provides all marketing teams with a consistent and reliable system for managing the entire lifecycle of their digital assets.

Delivered an Adaptive System

We engineered the Content Hub to be a highly configurable system featuring dynamic, reusable components and consistent UI & UX behaviors. This ensures the platform can easily scale and adapt to serve the unique needs of various teams and franchises across the organization.

Achieved Adoption by Major Franchises

The platform was successfully rolled out and adopted by major EA Sports franchises, including EA Sports FC (formerly FIFA), Madden, NHL, and F1. This positive reception from key stakeholders validated the platform’s effectiveness and readiness for enterprise-wide use.

Voices of Our Clients

Had a meeting with our VP (sponsor of Content Hub). She is extremely proud of all the hard work that has gone into it. She loves it and can’t wait to show it off to senior EA leadership. Great work to all involved!

Robert Anderson / Sr. Director of Product Management

Electronic Arts

To echo Rob, I also just finished an onboarding session with the Media Team. It was extremely well received... One of them even stated that this is going to enhance the way that they organize and work within the Media Team. Phenomenal job, everyone!

Dan Nash / U.K. Marketing Content Librarian Lead