Arcade, the company originally behind YouTube giants the Sidemen, has officially relaunched as a full-scale entertainment company aimed at transforming digital talent into multi-platform media brands. Alongside a new strategic repositioning, Arcade has expanded its roster to include top creators like Max Fosh, Fallow Chefs, John Nellis, Faith Kelly, creator collective Friends From Work, and Generation Football.
Founded in 2021 by Jordan Schwarzenberger, Sam Uwins, and Aaron O’Neill to manage the Sidemen, Arcade is broadening its model to develop creator-led media properties.
As Arcade Co-Founder Jordan Schwarzenberger points out, elite creators now operate with the scale, sophistication, and production values of traditional broadcasters, but maintain direct trust and audience reach that legacy media cannot replicate.
"Creators aren't just building channels anymore, they're building entire media brands — long-form, IP, live, branded entertainment. Arcade gives our partners access to the biggest creator media brands in Europe, which operate with the same scale and sophistication as a broadcaster or streamer, but with the trust and audience reach only these elite creators have.”
Arcade's next growth phase is supported by a seven-figure investment from Lumina Media, the talent and IP investment group founded by Thomas Benski. The strategic funding will accelerate European expansion and fund new creator-led consumer ventures.
“We invested in Arcade because we believe they have the team, talent and ambition to build one of the defining companies in the creator economy," Benski said. "They’ve already built something special. Our role is to give Jordan, Matt and the team the backing, network leverage, growth company experience and resources to take that ambition to the next level, and we’re incredibly excited about what they can build from here.”
Arcade's move is a defining moment of the creator economy, positioning itself as the central infrastructure for Europe's most commercially viable media brands.
