OMG forges ahead with IP exploitation

Objective Media Group has launched its first US flagship venue of the live gaming experience THE CUBE, as the official TOWIE vodcast You Alright, Hun? returns for second run.

Following successful openings in both in Manchester (2022) and London (2024), THE CUBE, a high-adrenaline game experience based on global brand, opened its doors earlier this month (July 2026) on Chicago’s Magnificent Mile. 

The fast-paced, interactive premier entertainment destination, created in partnership with Urban Playground Holdings, has been highly praised, with CBS saying it ‘really pushes the limits’  and Around The Town Chicago saying The Cube ‘provide[s] a dopamine-boosting experience… Disneyland has always claimed to be the happiest place on Earth.  With the arrival of The Cube seventy years later, we may have to reconsider the accuracy of Disney’s claim.’ 

The UK offerings of the format’s live experience have seen almost a million tickets sold to date with London’s THE CUBE Canary Wharf being named Venue of the Year at the Competitive Socialising Awards 2025.

You Alright, Hun?, the official Vodcast of the BAFTA award-winning reality phenomenon, The Only Way Is Essex, launched in April this year and has quickly been followed with a recommission by ITV of a further 10 episodes. Produced by Spirit Studios and currently in the Top 100 UK Spotify Podcast charts at no. 60 in the UK, and no. 2 in TV & Film category, the first series saw 2.43M+ episode views, streams and downloads across ITVX, YouTube, Spotify and podcast platforms across its 10 episodes, and 17.5M social video views across Instagram Reels and TikTok.

Holly Pye, OMG Commercial Director said, ‘In a market where IP exploitation is key, OMG is proving that its world-class brands are top of their game for viable ancillary revenue models for the future’.

The news aligns with Banijay Entertainment’s broader ambitions in live events and experiences following the launch of Banijay Live in 2023. Recent activities include the arrival of THE BLACK MIRROR EXPERIENCE™ in Brazil, and the expansion of LOTCHI’s Luminiscence to Seville’s Iconic San Jacinto Parish.