Nadeshot, the co-founder of 100 Thieves, posted a fully AI-generated ad for his Roobet casino streams on October 1. That landed one day after his own company apologized for AI-edited RuneScape merch and declared that "AI has no place in our apparel design." Fans noticed. Nadeshot's response: the internet is "incredibly dramatic."
⚡ Key Takeaways
- 100 Thieves apologized on September 30 for an AI-edited RuneScape shirt and said "AI has no place in our apparel design."
- One day later, co-founder Nadeshot posted a fully AI-generated Roobet casino ad starring himself and TimTheTatman.
- Nadeshot doubled down: "I used an AI video which I still love" and called the internet "incredibly dramatic."
- The Roobet deal has dogged him since September 5, 2025, the same day 100T cut about 20% of its staff.
- The lesson: fans read founder, company, and sponsor as one brand, so a sponsor post can break a company promise.
What actually happened?
On September 29, 100 Thieves teased a shirt from its Old School RuneScape collab with Jagex, built for RuneFest. OSRS players spotted the tells within hours: a hockey mask in the Prayer slot, a cross-like Defence icon, a Fletching arrow with two heads, and warped symbols that don't exist in the game. The posts were deleted, and on September 30 the org opened its statement with "We messed up," according to Dexerto.
The explanation was a deadline story. 100 Thieves said it started working with Jagex in July, had slightly more than a month to design, approve, and manufacture the apparel, and brought in multiple designers to hit it. One of them used AI to hurriedly edit the shirt at the final stage, and a sample went to production for the photoshoot without anyone catching it.
Then, on October 1, Nadeshot posted an AI-generated Roobet promo showing himself and fellow Roobet partner TimTheTatman sitting in front of a pile of "Max Win" gold, as Sportskeeda reported. The replies turned fast, with one fan writing "I have lost so much respect for you, man," per Insider Gaming.
On stream, Nadeshot drew his own line. He said he doesn't support "using AI and copying and pasting a design to directly make money from a business perspective at 100 Thieves," per Dexerto. His casino ad, apparently, was a different matter.
"I used an AI video which I still love. I just think that the internet is incredibly dramatic, bro."
Matthew "Nadeshot" Haag, 100 Thieves co-founder, via Dexerto
Why does this matter for creators?
Because audiences don't read org charts. Nadeshot has argued before that he hasn't been 100T's CEO in years and sits in only about four board meetings a year, per esports.gg. Nobody in the replies cared, and they shouldn't have to. When a founder's face is the brand, that founder's sponsor posts get read against the company's promises.
The AI itself isn't really the scandal. The scandal is the gap between what 100 Thieves told RuneScape fans one day and what its most famous founder did the next. Calling the people who noticed "dramatic" turned a sloppy moment into a values story.
Nadeshot did concede that a fan who "spent $100 on a hoodie" had a right to be upset. That's exactly the point. Fans pay for the brand, so the brand's promises are part of what they bought.
What's the bigger picture?
The Roobet deal has followed Nadeshot for over a year. It went public on September 5, 2025, the same day news broke that 100 Thieves had cut about 20% of its staff, per Shacknews. Fans said he'd "sold his soul." He called the timing an accident.
Since then, the deal has only grown. TimTheTatman joined Roobet in January 2026 and logged 30+ hours of Kick gambling streams across three sessions, per Esports.net. This is an org that raised a $60M Series C at a $460M valuation in 2021, per Tubefilter. Its loudest public face now shows up in feeds next to AI-generated casino gold.
Where this goes next is simple. Every AI choice 100 Thieves makes, and every Roobet post Nadeshot makes, now gets audited against "AI has no place in our apparel design." That's the cost of a public promise: you don't get to narrow it after the fact.
What does Fanvault think?
Fanvault is AI-native and built for human and AI creators alike, so we're not going to pretend AI is the villain here. The real lesson is that a creator who leans on sponsors their audience resents ends up spending trust to earn money. Fanvault flips that with memberships, paywalled posts, tips, wishlists, and a storefront where fans bid on authenticated memorabilia like stream-worn apparel and tournament gear, all at an 8% fee so creators keep 92%. When your fans are the ones paying you, protecting their trust and growing your income are the same job.
100 Thieves said "we messed up." Its co-founder said the internet is dramatic. Fans will remember which one sounded like the brand.
Frequently Asked Questions
What did Nadeshot post that caused the backlash?
On October 1, 2026, Nadeshot posted a fully AI-generated video promoting his Roobet casino streams, showing himself and TimTheTatman in front of a pile of "Max Win" gold, as Sportskeeda reported. It came
Why were RuneScape fans upset with 100 Thieves?
The teased Old School RuneScape x RuneFest shirt had obvious AI artifacts, including a hockey mask in the Prayer slot and a double-ended Fletching arrow. 100 Thieves deleted the posts and said one designer had used AI for a rushed last-minute edit, per Dexerto.
How did Nadeshot respond to the criticism?
He didn't back down. On stream he said "I used an AI video which I still love" and "I just think that the internet is incredibly dramatic, bro," while saying he didn't support 100 Thieves using AI to design merch sold to fans, per Dexerto.
Is Nadeshot still the CEO of 100 Thieves?
No. In September 2025 he said he hadn't been CEO for nearly two years and was involved in about