Arcade appoints Cory as Chairman
October 22, 2025
Arcade, the management company behind global phenomenon The Sidemen, has announced the appointment of Pete Cory as Chairman, marking the beginning of an exciting new phase for the company following investment from Lumina.
Most recently serving as Managing Director for YouTube’s EMEA Partner Development division, Cory brings more than 35 years of experience at the intersection of media, advertising, and technology. He started his career in the ad world, working for major global agencies including Dentsu and Universal McCann, before joining Google for an 18-year stint where he led agency and advertiser sales teams, and then worked with YouTubers in Europe to thrive and earn a living on the platform.
As Chairman, Cory will lead Arcade in expanding the depth and breadth of its agency and brand partnerships, working alongside its existing leadership team of Jordan Schwarzenberger and Sam Uwins. Together they will accelerate the company’s efforts to become the leading creator-first platform across content, community, and consumer, helping brands maximise opportunities presented by the £2 billion UK creator economy. He joins a refreshed board comprising Schwarzenberger, Uwins, Thomas Benski and Matt Elek, with Cory as Chairman.
At Arcade, Cory will spearhead efforts to scale the opportunity presented by The Sidemen, now one of the world’s most successful creator collectives with more than 130 million YouTube subscribers and 40 billion views. As Arcade’s flagship partnership, The Sidemen have already expanded into television, music, sponsorships, consumer products and the direct-to-fan membership platform Side+. Proving the strength of creator-led premium entertainment, The Sidemen have disrupted the traditional media industry, creating new opportunities for brands to reach and engage with Gen Z audiences.
Schwarzenberger commented: “Pete’s appointment is a major milestone for Arcade. He has a perfect blend of experience that means he can unite the traditional and the new, delivering mutual benefits for both creators and advertisers. I’m looking forward to working with him to build on what we have already achieved with The Sidemen, opening new doors and helping brands recognise the benefits of a creator-first approach.”
Cory added: “Joining Arcade is a dream next step for me. Arcade’s mission to pioneer the next phase of the creator economy is hugely important in today’s entertainment landscape, as marketeers increasingly shift from traditional advertising to creator-led campaigns. The team at Arcade, working with The Sidemen, have achieved an unrivalled position across Europe building a platform with the scale and loyalty of traditional media, but with the authenticity and influence that truly resonates with audiences. I’m excited to join Arcade on their journey, using my expertise in advertising and talent to help them forge meaningful partnerships with brands looking to break new ground with Gen Z consumers.”
Cory’s appointment follows a seven-figure investment from Lumina Media, the media and entertainment company founded by award-winning producer and entrepreneur Thomas Benski. Lumina’s backing has brought renewed momentum and strategic direction to the business, strengthening its board and supporting its ambition to build the leading creator-first platform for brands and talent worldwide.
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