How EQL IQ is making brands smarter

‘Tis the season… for holiday shopping, parties, and naturally, year-end data drops. Over at EQL we’ve been busy cracking nuts and crunching numbers, and we’re ready to share some fun and festive insights from the year as we slide into the holiday season and brands look ahead to their 2025 strategy.

‍EQL IQ, our annual data digest, was compiled based on the thousands of launches we’ve run: each one with their own lessons to be learned. The numbers in our EQL IQ report paint a compelling picture of fandom around the world. They show millions of fans rewarded with Ws for playing fairly — and millions of bad actors shut down for trying to cheat the system. And all of this is happening on a global scale, with 20 countries getting in on the heat this year and participating in EQL launches. 

Of course, the stat that we’re most proud of? The average entrant “strongly agreed” this year that EQL launches are run fairly.

Let’s look at what else we learned this year, and what it all means for brands. Or, for the TL;DR, check out EQL IQ here.

What was hot in 2024

EQL powers launches of all types of products — as long as it brings the heat, it belongs on EQL. That gives us a unique perspective on what’s hot around the world across a wide array of categories. 

With sneakers vs toys vs wine and spirits vs art, what limited-edition releases made the biggest splash in 2024? The answer may surprise you — coins came in at our hottest collectible launch category. Yes, in 2024, the world’s oldest collecting hobby still reigns supreme. We guess some things never change (get it?). Timelessness also applied to fashion categories, of which watches were one of our top performers.

We also took a look at purchasing intent, since when it comes to ultra-limited edition launches, counting actual units sold only tells a fraction of the story. Sneakerheads came in hot here, to the tune of $781M in potential expenditure (had there been enough pairs to go around). 

In addition, EQL IQ captures which shoes were most popular in which cities, how product popularity breaks down by global region, and more. While we ran these numbers just for fun (because, obviously, we’re giant nerds), this exercise is a glimpse into the type of data brands get when they work with EQL. Data that informs real strategic decisions, like where to run pop-ups and events, or which region is most likely to lose their minds over a locals-first launch (a la Joe Freshgoods’ Chicago-specific drop of the Keisha Blue).

Hype comes with its headaches

Obviously, the hype was real in 2024. But as we’ve learned, enough heat is sure to bring some hassle with it. And when we dug into the numbers, we learned that the lengths some folks will go to win launches is as impressive as it is uncool for the fair-playing fans (but don’t worry, EQL’s got your back).

After analyzing hundreds of millions of signals, we discovered a whopping 200+ different types of bots that were in active use in 2024 to try and buy up inventory before real fans could get to it. That’s a lot of beeps and boops — and boo-hoos from bad actors who were ultimately shut out by EQL’s bot blocker (to the tune of 30% of entrants per average launch). And while our top-of-the-line verification system is up to the challenge, it just goes to show why standard anti-bot software simply can’t keep up.

We also gained some insight into just how much even a single botter can screw up a launch. For example, we received over 300 entries tied to a single address in one launch, and another brought in 476 entries from a single IP address (both sure signs of bot activity). That’s a major chunk of inventory that would have been wiped out if those tricksters hadn’t been caught.

But it’s not all bad news. It turns out that when you make it nearly impossible for botters to succeed, they will eventually give up — and even turn their act around. In 2024, we saw 90K reformed scammers change their ways and start playing fair. And of course, the fans who abide by the rules are no less committed. This year, our most active single true fan entered 292 separate launches! Now that’s dedication (and for their sake, we hope they’re signed up for an EQL+ account).

A Song of Ws and Ls

What else have we learned about the real, human fans of 2024? Plenty. 

This year’s EQL IQ data gives us a fan’s-eye view on the agony and the ecstasy of high-heat launches. 86% of fans took at least one L this year — bummer. But 61% got at least one W. So for the jilted fans of 2024, fear not. With well over half of fans winning at least once this year, we’re pretty confident that 2025 will bring good luck your way. (Even better news, you don’t have to rely on luck — for every L you took this year, the EQLizer algorithm boosted your chances on future launches with the same brand).

Even the unsuccessful fans still came out on top in terms of time saved. EQL’s hassle-free raffle entry system added up to over 13 million hours of time that fans didn’t spend sitting in queues. Because the only thing worse than missing out on a drop is missing out after you’ve wasted an hour sitting in line or refreshing your screen.

We also learned about how much fans love being first, with tens of thousands using EQL’s Notify Me feature to get advance notice of upcoming drops. We got on a first-name basis with launch participants (Michael and David were our most common entrants’ names), and even got astrological with it. It turns out the highest percentage of our winners were Capricorns — makes sense for a sign known for its hard work and persistence.

And what did we do with this info? We helped brands tailor launches to improve upon the fan experience. Using tools like audience-specific Invite-Only launches, brands can target fans that deserve a little extra love: like the most loyal VIPs, the newbies (48% of entries were from net-new accounts), the OGs (52% were return enterers), or even the star-crossed (turns out that Aquarius and Pisces are tied as our unluckiest signs).

All of this demonstrates the power of the potential when you bring together super-detailed data and a launch system that gives brands a totally unique level of control over audience experiences.

Getting smarter in the new year

EQL IQ offers brands a comprehensive analysis of fan behaviors and preferences. By examining data from diverse launches worldwide, our report provides insights into what resonates with fans. This understanding enables brands to craft experiences that align with fan passions, fostering loyalty and enhancing ROI.

In an era where consumer behaviors are rapidly evolving, staying attuned to fan sentiments is essential. EQL IQ, and the data that EQL delivers from each and every launch, equips brands with the knowledge they need to anticipate trends, tailor strategies, and build lasting relationships with audiences. By leveraging these insights through the powerful tools EQL provides, brands can create meaningful connections that drive sustained growth and success.

Is your brand ready to work with EQL in 2025 to exceed fan expectations? We’ll help you block bots, deliver a superior launch experience, and give your audience exactly what they’ve been looking for. Let’s chat about partnering up in the new year!