Who are 100 Thieves's decision-makers?

100 Thieves is still publicly anchored by founder Matthew "Nadeshot" Haag, the retired Call of Duty pro and creator who founded the company in 2017. The operating structure changed in 2024 after John Robinson stepped down from President and COO into an advisor role.

Jacob Toft-Andersen said in a public LinkedIn post that he would take on the President role and that he, Jason Ton, and Julie Van would be at the helm alongside Haag. Digiday later described Julie Van as replacing Robinson as COO and noted that Haag had stepped back from day-to-day CEO responsibilities to refocus on content, while some official materials still refer to him as CEO.

Buying decisions likely split by revenue line. Brand partnerships and sponsorship tools should map to the president, business/finance leadership, partnerships, and creative stakeholders because sponsors are a core monetization channel. Ecommerce, apparel, and customer-experience tools need the commerce, operations, customer care, and data owners who manage drops and customer accounts.

Esports-performance tools need title-specific team operations and competitive leadership, while event or community tools need the Los Angeles activation team. Founder attention still matters for highly visible brand decisions, but routine procurement is more likely to move through operating leaders who can prove a direct sponsor, commerce, or content return.

After the 2023 restructuring, 100 Thieves is best understood as a leaner company organized around esports, apparel, creators, sponsorships, commerce, and events. The Verge reported that the company spun out Juvee and the game-development studio, which narrowed the operating surface and reduced the number of speculative internal bets.

That structure favors vendors who can sell into a specific business unit rather than into the brand broadly. A sponsor-measurement platform, Shopify-commerce app, event-ops tool, customer-support product, or creator workflow system has a clearer owner than a broad enterprise platform without an immediate business case.