Loaded acquires GG Talent Group (Exclusive)

Gaming-focused talent management firm Loaded has acquired GG Talent Group, which reps more than 90 gaming creators including Elajjaz, MissMikkaa, Distortion2, AnnieFuchsia, Zy0x, and Forsen.

GG was founded in 2020 by former S&P Global analyst Eric Harper and influencer marketing strategist Angela Harper. Per data from Streams Charts, its roster generated 167.2 million hours of watch time in 2023, making it the #2 most-watched team of creators on Twitch. It’s second only to Loaded, whose roster of around 35 creators (including shroud, CouRage, DrLupo, QTCinderella, Symfuhny, Myth, QuarterJade, and Sydeon) generated 277.6 million in 2023.

Loaded says that in the wake of the acquisition, both companies “will retain their brand presence, and combine their experience, reputation and talent offerings for anyone looking to enter or extend their footprint in the gaming industry.”

Both Harpers will join the Loaded team, and will “oversee GG Talent Group’s portfolio, while also implementing best practices and driving commercialization opportunities with the rest of the Loaded portfolio,” Loaded says.

“As the gaming audience and participant base continues to diversify across gender, race, and geography, this acquisition not only allows Loaded to scale, but in a way that represents all faces of the gaming community,” Josh Swartz, Loaded’s CEO, said in a statement. “Eric and Angela Harper share a common vision and philosophy with our team and their experience, reputation, and portfolio of talent will further elevate and diversify our current roster of some of the world’s most popular gamers.”

“We’re excited to join Loaded and work with a leadership team whose values align with our own, that understands this space and is poised to be the gold standard in gaming entertainment,” Eric said. “Together, we have the opportunity to serve game devs and publishers with more comprehensive campaigns.”

Angela added, “Loaded’s like-minded approach gives us access to more resources, enabling us to amplify the already great service we provide our creators. Like us, they champion females in leadership roles as well as on their roster. Very excited to move ahead as partners in this industry!”

GG is Loaded’s first acquisition, and was funded by the $20 million Series A it raised in spring 2022 (led by Coral Tree Partners). That round also funded the launch of Open World, its consultancy and production arm; Open World has since worked with brands including Spotify, Journeys, Capitol Records, Samsung, Activision, Gillette, and Amazon. Most recently, Loaded brought in former 100 Thieves advisor Irina Shames as its new Chief Commercial Officer.