Real Fans Only: How EQL and Topps Protected the 2025 Cactus Jack x WrestleMania Launch from Bots
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The Challenge
WrestleMania is one of the biggest fan events of the year, and with it comes some of the most sought-after merchandise for fans.
This year, legendary trading card company Topps wanted to create an unforgettable drop for attendees for the 2025 Topps Chrome WWE Cactus Jack x WrestleMania card set. The launch was to be hosted online, but only accessible to WrestleMania ticket holders, and needed to keep bots and bad actors out, protecting the moment for real fans.
The Fix
EQL powered the exclusive launch at WrestleMania 2025, allowing only verified ticket holders to enter. Each fan was required to input their ticket number to access the drop, and those selected could pick up their win at the event. The strategy was a great way for Topps to reward the loyalty of the fans who attended.Â
“EQL was like a digital bouncer for the launch. If you didn’t have a ticket and weren’t at the event, you weren’t getting in. It let us focus on delivering an unforgettable fan experience — without getting bogged down in tech,” said Mike Armstrong, SVP of Fanatics Events, which acquired Topps in 2022.
EQL was like a digital bouncer for the launch. If you didn’t have a ticket and weren’t at the event, you weren’t getting in. It let us focus on delivering an unforgettable fan experience — without getting bogged down in tech.
The Outcome
By using EQL to gate access based on verified tickets, Topps and WWE elevated the on-site experience, drove ticket sales, and made sure exclusive merch actually went to the fans who mattered most.
“We saw a noticeable spike in ticket sales around the time we announced the EQL-powered launches. It was clear fans saw added value in knowing they’d get exclusive access to merch, and they wanted in.”
EQL gave us a way to block bots and scalpers from interfering with the fan experience. It was a huge relief. Real fans got access, and we heard firsthand how much they appreciated the fairness.
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