diff --git a/src/pipewire/context.c b/src/pipewire/context.c
index 686dd5eee..db732d2aa 100644
--- a/src/pipewire/context.c
+++ b/src/pipewire/context.c
@@ -1930,6 +1930,25 @@ const char *pw_context_find_spa_lib(struct pw_context *context, const char *fact
 	return NULL;
 }
 
+struct match {
+	const struct spa_dict *info;
+	struct pw_properties *props;
+	int count;
+};
+#define MATCH_INIT(i) ((struct match){ .info = (i) })
+
+static int execute_match(void *data, const char *location, const char *action,
+		const char *val, size_t len)
+{
+	struct match *match = data;
+	if (spa_streq(action, "update-props")) {
+		if (match->props == NULL)
+			match->props = pw_properties_new_dict(match->info);
+		match->count += pw_properties_update_string(match->props, val, len);
+	}
+	return 1;
+}
+
 SPA_EXPORT
 struct spa_handle *pw_context_load_spa_handle(struct pw_context *context,
 		const char *factory_name,
@@ -1939,6 +1958,7 @@ struct spa_handle *pw_context_load_spa_handle(struct pw_context *context,
 	const struct spa_support *support;
 	uint32_t n_support;
 	struct spa_handle *handle;
+	struct match match;
 
 	pw_log_debug("%p: load factory %s", context, factory_name);
 
@@ -1952,11 +1972,20 @@ struct spa_handle *pw_context_load_spa_handle(struct pw_context *context,
 		return NULL;
 	}
 
-	support = context_get_support(context, &n_support, info);
+	match = MATCH_INIT(info);
+	if (info) {
+		pw_context_conf_section_match_rules(context, "loader.rules",
+				info, execute_match, &match);
 
+		if (match.props)
+			info = &match.props->dict;
+	}
+	support = context_get_support(context, &n_support, info);
 	handle = pw_load_spa_handle(lib, factory_name,
 			info, n_support, support);
 
+	pw_properties_free(match.props);
+
 	return handle;
 }