The decade-old key seller CDKeys is now called Loaded, complete with a new website and visual identity. The cdkeys.com domain now redirects visitors to loaded.com, where a bold “We are Loaded” message greets confused customers.
The company’s explanation for abandoning its well-established brand is surprisingly simple. According to their rebrand messaging, CDs are ancient technology that belongs in museums alongside floppy disks and dial-up modems. The CDKeys name apparently sounded “dry and dated” for a business that hasn’t actually sold physical CDs in years.
For those unfamiliar with the service, CDKeys—now Loaded—sells digital activation codes for games and subscriptions. You buy a key, redeem it on Steam, Xbox, PlayStation, or wherever, and download your game. No physical media involved. The company operates as a direct retailer, buying keys in bulk and reselling them, unlike marketplace platforms where random sellers list their codes.
The rebrand appears purely cosmetic. Loaded will continue selling the same digital keys for the same platforms at the same competitive prices. Customer accounts, previous orders, and ongoing support should transfer seamlessly. The website looks different, but the shopping experience remains unchanged.
This isn’t the first time a key seller has ditched its original identity. Bundle Stars successfully transformed into Fanatical back in 2017, expanding beyond just bundles to become a broader gaming retailer. That rebrand worked out well, with Fanatical securing official partnerships with major publishers. Whether Loaded can replicate that success remains to be seen.
New name, new problems
The new name creates its own problems. While CDKeys clearly told customers what the company sold, Loaded could mean anything. There’s already a gaming talent agency called Loaded, plus various other businesses using the name. Google searches for “Loaded games” or “Loaded keys” will face stiff competition from unrelated results.
The timing seems particularly odd given CDKeys’ strong reputation and search presence built over a decade. Thousands of forum posts, reviews, and recommendations specifically mention CDKeys as a reliable key seller. All that organic marketing and SEO value potentially goes up in smoke with this rebrand. The company will need to work hard to transfer that trust and recognition to their new identity.
