Loaded, a Los Angeles-based talent and marketing agency focused on gaming brands and creators, has secured a fresh $20 million growth equity round led by L.A. private equity firm Coral Tree Partners.
Loaded works with popular gaming streamers like AnneMunition and Sydeon, as well as large brands like Apple’s Beats and Amazon’s Prime Gaming.
The agency recently shook up its C-suite, elevating chief operating officer Josh Swartz to CEO. It also brought in former FaZe Clan executive Jeff Pabst as its new COO and ex-Riot Games executive Bridget Davidson as president of talent. Coral Tree executives Alan Resnikoff and Henry Shapiro have joined Loaded’s board after the private equity firm’s investment, Axios reported.
Loaded plans to use the new funding to grow its talent business and scoop up other gaming-focused companies, Pabst said on Twitter. Potential acquisition targets include analytics firms as well as Web3- and metaverse-focused companies, Swartz told Axios.
Originally based in Columbus, Ohio, Loaded merged with two other esports firms, Noscope and Catalyst Sports and Media, in 2018 to form gaming group Popdog. At the time, the newly merged company reportedly raised $9 million from investors including Makers Fund and Korea Investment Partners.