Loaded is a talent management and advisory firm for the gaming industry, founded in 2016 and headquartered in Santa Monica, California. The company represents video game streamers and content creators — managing brand strategy, sponsorships, content development, campaigns, and merchandise — and describes its mission as upgrading and evolving the gaming industry on behalf of the clients who trust it.
Originally launched as an influencer management company, Loaded merged with esports firms Noscope and Catalyst Sports and Media in 2018 to form the gaming group Popdog, and later raised $20 million to acquire gaming companies. In March 2024 it acquired GG Talent Group, adding more than 90 gaming creators to its roster. Through parent company Loaded Holdings, it also operates Open World, a marketing and research agency for gaming and creator culture whose portfolio spans game publishers and brands including 📝Electronic Arts' Respawn, 2K, Riot Games, and Spotify, with campaigns reaching creators on platforms like 📝Twitch.