How Much Are They Worth?
Celebrity fortunes, explained
Can Nadeshot's fortune be reliably estimated?
The answer unfolds through the career, earnings, deals and assets behind the headline estimate.
Before the fame
The background and early turning points that shaped Nadeshot (Matthew Haag)’s route to prominence.
Matthew Haag was born on August 3, 1992, and grew up in Palos Hills, Illinois, part of the Chicago area, alongside a brother and sister. His father worked as a carpenter, and his mother — who passed away in 2012 — helped raise him in a household that supported his early interest in video games. Haag graduated from Amos Alonzo Stagg High School in 2010 and went on to complete two years of business studies at Moraine Valley Community College. Before competitive gaming paid the bills, he worked a shift at a McDonald’s drive-thru (Wikipedia).
His gamertag, “NaDeSHoT,” is a reference to a lethal grenade-into-gunshot combo move from the Halo series — the game he competed in before moving on to Gears of War and, eventually, Call of Duty.
Haag made his professional Call of Duty debut in 2008, at age 16, in Call of Duty 4: Modern Warfare. He joined OpTic Gaming’s competitive roster in June 2010, and by 2011 his tournament earnings had jumped from a few hundred dollars to roughly $100,000 as part of OpTic’s Call of Duty XP World Championship win, one of $400,000 in total prize money split among the winning roster (Esports Earnings).
He was named OpTic Gaming’s team captain in 2014, leading the roster through the Call of Duty: Ghosts and Call of Duty: Advanced Warfare seasons, won gold at the MLG X Games 2014, and was named eSports Player of the Year at The Game Awards 2014. He stepped down as captain after a seventh-place finish at the 2015 Call of Duty Championship and left OpTic that year to pursue content creation and business ventures full-time (Wikipedia).
The breakthrough years
The career decisions and defining moments that turned recognition into sustained earning power.
After retiring from competitive play in 2015, Haag pivoted to full-time content creation, building a YouTube following that has since grown past 3 million subscribers. In 2016, he founded 100 Thieves, an esports and lifestyle organization that would go on to field teams across multiple game titles, launch an apparel line, and build a media arm around Haag and other creators (Wikipedia).
In 2020, 100 Thieves purchased OpTic Gaming’s Call of Duty League franchise slot, rebranding it as the Los Angeles Thieves (Sportico); the team went on to win the 2022 Call of Duty League World Championship. Haag also launched and hosts the interview podcast “Selfmade with Nadeshot,” presented by Rocket Mortgage, in which he talks to entrepreneurs and business figures.
By December 2024, Haag had stepped back from full-time, day-to-day involvement in 100 Thieves to focus on content creation, and by September 2025 he confirmed publicly that he was “no longer the CEO,” though he remains a co-owner and stays involved at the board level (Esports Insider).
What the work can earn
Reported pay, contracts, royalties and performance income reveal how the fortune was funded.
There is no reliable, publicly disclosed figure for Haag’s personal annual income. What is verifiable is that his earnings come from several distinct streams: a YouTube channel with more than 3 million subscribers, brand and platform sponsorships, his “Selfmade” podcast, and — historically the largest and least transparent piece — whatever compensation and distributions he draws as a co-owner of 100 Thieves, a privately held company that does not disclose executive pay.
Third-party YouTube-tracking estimators put his channel’s ad revenue in the low four figures per month, which is a small slice of his overall income and should be read as directional only, not as a verified figure.
Haag’s competitive career is one of the more precisely documented parts of his finances: tracking site Esports Earnings credits him with $249,183.75 in tournament winnings across 63 events over his Call of Duty career (Esports Earnings), the bulk of it — more than $100,000 — from his Call of Duty: Modern Warfare 3-era run with OpTic Gaming, including the 2011 Call of Duty XP World Championship.
Beyond tournament prize money, his post-retirement income has come from YouTube ad revenue and streaming, though neither platform discloses creator-specific payouts, so no verified total exists for that income stream.
The business beyond the main career
Endorsements, ownership interests and investments can keep compounding long after the initial breakthrough.
Most of the sponsorship activity around Haag has flowed through 100 Thieves as a corporate brand rather than as personal endorsement contracts: the organization has carried partnerships with Cash App (including naming rights to its Los Angeles training facility), Rocket Mortgage, Red Bull, Totino’s, and PC hardware maker NZXT, among others. As founder and a significant equity holder, Haag benefits from these deals indirectly through the company’s revenue rather than as a personally paid spokesperson.
A more direct, personal deal came in 2025, when Haag signed a sponsorship agreement with online casino platform Roobet (The Esports Advocate) — a partnership that drew criticism after he streamed gambling content around the same period 100 Thieves was laying off staff (Digiday). No financial terms for the Roobet deal have been made public.
100 Thieves is by far the largest driver of Haag’s net worth, and also the hardest part of it to price. He founded the organization in 2016 with early backing from Cleveland Cavaliers owner Dan Gilbert, and it has since raised money across several rounds: a Series A of roughly $25 million in October 2018 co-led by Scooter Braun and Drake (who became co-owners), a $35 million Series B in July 2019 that included Groupe Arnault and pushed the company’s valuation to about $160 million (Forbes), and a $60 million Series C in December 2021 that valued the company at approximately $460 million (Forbes) — at the time, the No. 2 valuation among esports organizations tracked by Forbes, behind only TSM (Forbes).
In 2020, 100 Thieves acquired a Call of Duty League franchise slot to field the Los Angeles Thieves (Sportico), at a time when the league’s standard franchise fee was reported at roughly $25 million per slot (ESPN); that team won the league’s 2022 World Championship. The company also built out an apparel and lifestyle business, briefly ran a video game publishing studio and an energy drink brand, Juvee, both spun off as separate entities in 2023, and has weathered several rounds of layoffs since 2022 as the broader esports industry has struggled with sponsorship-dependent revenue — including cuts in 2022, 2023, and again in September 2025 (Esports Insider).
Haag’s personal ownership percentage in 100 Thieves has never been publicly disclosed, and the company’s last independently reported valuation dates to the December 2021 funding round — meaning any dollar figure attached to his equity stake today is, at best, an educated estimate built on a four-year-old data point for a private company that has since gone through multiple rounds of layoffs and a change in its founder’s day-to-day role.
Notable luxury item
A reported property or major asset offers a tangible glimpse of the wealth behind the public estimate.
No reliable public record of Haag purchasing a specific home, its price, or other major personal assets was located. Reporting around his move to Los Angeles after leaving OpTic Gaming describes him initially living in an apartment before 100 Thieves built out team housing and office facilities for the organization — those are business assets, not personal ones. Absent a verified deed, listing, or on-record interview disclosing a purchase price, this profile does not assign a value to any property Haag may personally own.
Nadeshot (Matthew Haag)’s estimated net worth
Public estimates vary because private contracts, investments, taxes and liabilities are not fully disclosed.
How this estimate is calculated
That range reflects the genuine difficulty of pricing Haag’s net worth precisely. The large majority of it is tied to his equity stake in 100 Thieves — a private company last valued at roughly $460 million back in December 2021 (Forbes), that has not disclosed a new valuation since, and that has gone through multiple rounds of layoffs and a change in Haag’s own operating role since that figure was set. Because his ownership percentage has never been made public, any total built from “valuation times stake” is a guess dressed up as a number.
Layered on top of that illiquid equity are more modest, better-documented pieces: just under $250,000 in career tournament winnings (Esports Earnings), several years of YouTube and podcast income, and undisclosed compensation from his years running 100 Thieves day to day. Celebrity Net Worth, a commonly cited aggregator, lists a lower figure in the $10-12 million range; we cite it here only as one secondary cross-check, not as a primary source, since it does not publish its underlying methodology (Celebrity Net Worth).
It’s worth being explicit about the distinction between Haag’s personal liquid net worth — cash, tournament winnings, and disclosed income — and the paper value of his 100 Thieves equity, which cannot be spent or verified without a sale, IPO, or new funding round at a disclosed price. The estimate above leans toward the lower-to-middle end of public guesses specifically because that equity is illiquid and the company’s most recent public signals — layoffs and Haag’s own exit from day-to-day leadership — point to headwinds rather than growth since its last valuation.
| Year | Milestone |
|---|---|
| 2010 | Joins OpTic Gaming’s competitive Call of Duty roster |
| 2011 | Wins Call of Duty XP World Championship, earning roughly $100,000 |
| 2015 | Retires from competitive play to focus on content creation |
| 2016 | Founds 100 Thieves with early backing from Dan Gilbert |
| 2018 | 100 Thieves closes ~$25M Series A (Scooter Braun, Drake), valuation ~$90M |
| 2019 | 100 Thieves closes $35M Series B, valuation ~$160M |
| 2020 | 100 Thieves acquires the Los Angeles Call of Duty League franchise slot |
| 2021 | 100 Thieves closes $60M Series C at a ~$460M valuation |
| 2022 | Los Angeles Thieves win the CDL World Championship; Forbes ranks 100 Thieves the No. 2 most valuable esports org |
| 2023 | 100 Thieves spins off its game studio and Juvee energy drink; workforce reductions |
| 2024 | Haag steps back from day-to-day 100 Thieves leadership |
| 2025 | Confirms he is no longer CEO; signs personal Roobet sponsorship; 100 Thieves undergoes further layoffs |
Haag’s financial profile sits at the intersection of two categories that are each hard to value on their own: former professional esports players, and startup founders holding illiquid private equity. Compared to other Call of Duty-era pros who transitioned into business and content creation — figures like fellow streamer-founders Rachell “Valkyrae” Hofstetter and Jack “CouRage” Dunlop, who were both elevated into 100 Thieves’ ownership group in 2021 — Haag’s position is unusual in that his primary wealth driver is a company he founded and holds a meaningful, if undisclosed, stake in, rather than one he was later granted equity in.
Against other esports-org founders, Haag compares most directly to TSM’s Andy Dinh, whose organization was valued above 100 Thieves in Forbes’ 2022 rankings (Forbes); both men’s net worth estimates are similarly dependent on unverified private valuations rather than disclosed personal wealth.
Sources and references
- Forbes — Esports Company 100 Thieves Raises $60 Million Series C Funding Round At $460 Million Valuation
- Forbes — Esports Company 100 Thieves Raises $35 Million In Series B
- Forbes — The Most Valuable Esports Companies 2022
- Sportico — 100 Thieves Joins Call of Duty League By Purchasing Los Angeles Slot
- ESPN — Sources: Call of Duty franchise spots to sell at $25 million per team
- Esports Insider — Nadeshot addresses 100 Thieves layoffs amidst stream controversy
- Digiday — How the layoffs at 100 Thieves underscore esports’ creator-executive leadership problems
- The Esports Advocate — Nadeshot Signs Sponsorship Deal With Roobet
- Esports Earnings — Nadeshot – Matthew Haag – Call of Duty Player Results & Earnings
- Wikipedia — 100 Thieves
- Wikipedia — Nadeshot
- Celebrity Net Worth (secondary source) — Nadeshot Net Worth