In-App Events

In-app events are timely events within apps and games — such as game competitions, movie premieres, live-streamed experiences, and more. This fall, customers can discover your in-app events right on the App Store on iOS and iPadOS, giving you an entirely new way to showcase your events and expand their reach — whether you’d like to reach new users, keep your current users informed, or reconnect with previous users.

Discovery on the App Store

On iOS and iPadOS, in-app events appear across the App Store as event cards that include images or video, the event name, and a short description. Customers can tap to open an event details page, which provides a more immersive experience with a longer event description and notes if an in-app purchase or subscription is required to participate. From this page, they can share your event with others — for example, via Messages or social media. Customers can opt in on the event card and event details page to receive a notification from the App Store when your event starts.

Customers who don’t have your app or game can download it directly from your in-app event card or event details page. Once downloaded, they can tap Open to be seamlessly directed to the appropriate area within your app or game.

Event Card on Product Page

Event Details

In-app events appear:

  • On your product page, which displays all of your currently published events.
  • In search results. When users search for an app, the event card appears along with your app for users who have downloaded your app, while screenshots show for those who haven’t downloaded your app. Users can also search for in-app events directly. When users search for an event, the event card appears along with your app.
  • In editorially curated selections and personalized recommendations on the Today, Games, and Apps tabs.

You can promote your in-app events using email, advertising, social media, and more to create additional awareness and engagement. Be sure to include a link to your event’s details page so customers can learn more and download your app or game if they haven’t already.




Configuring in App Store Connect

In-app events are easy to set up and manage in App Store Connect. To configure an event, enter your event metadata, select regional availability, and add additional information. You can submit events for review independent of a new app version and have up to ten approved events in App Store Connect at a time. Up to five events may be published on the App Store at a time.

Make sure you clearly define each in-app event and consider content or activities that might be good candidates to include. Be thoughtful about what makes an in-app event noteworthy. For example, a daily activity is not the best use of an in-app event since it occurs frequently. Instead, feature an activity that’s out of the ordinary, such as a challenge, competition, or special content launch.

Creating effective metadata

The metadata you provide is used when displaying your in-app event across the App Store, so make sure it includes proper punctuation and accurately portrays your event. Avoid including claims that can’t be verified, such as “the best” or “#1,” as well as extra words such as “game event,” in your metadata.

Event badge: Select the badge that best fits the type of event you’re offering to display above the title on the in-app event card and event details page.

  • Challenge: Activities encouraging the user to achieve a goal before the event ends — for example, a fitness challenge in a workout app or beating a certain number of levels in a game.
  • Competition: Activities in which users compete against one another for the highest ranking or to win rewards — for example, a tournament where players battle to win the most matches.
  • Live Event: Activities that occur in real-time that all users can experience simultaneously — for example, a sports match or live-streamed concert.
  • Major Update: Introducing significant new features, content, or experiences – for example, the launch of new game modes or levels. These events go beyond minor enhancements.
  • New Season: Introducing new content, storylines, or media libraries — for example, a new season of a television show or a new battle pass in a game.
  • Premiere: First-time availability of content or media — for example, newly released movies or audio.
  • Special Event: Limited-time events that span multiple activities or experiences not captured by another event badge — for example, an event featuring a collaboration.

Event name. Choose a distinctive, unique name that’s up to 30 characters long. Avoid generic terms or describing the type of event since the event badge already displays this information.

Short description. Briefly summarize your in-app event in up to 50 characters. This information displays on your event card.

Long description: Provide more information about your event — such as potential rewards — in up to 120 characters. This information displays on your event details page.

Event card and event details media: Add an image or video that represents your in-app event across the App Store. Videos will loop, can be up to 30 seconds long, and require a poster frame. Any intellectual property or trademarked content depicted in your visuals must be authorized by relevant parties.

Adding event details

When configuring your event, you’ll also add additional event details that impact how your in-app event displays on the App Store.

Determine event availability. When you select start and end dates and times for your in-app event, you’ll also choose the date and time it appears on the App Store. An in-app event can last up to 31 days and be promoted up to 14 days before its start date. If you’d like, you can make your event available only in specific regions and customize the dates and times for each location.

Provide an event deep link. A deep link is a universal link or custom URL that opens an app to a particular place. When used with in-app events, this link directs users to event content when they tap Open from the in-app event card and event details page. Avoid using URL shorteners and other services that add unnecessary redirects.

Your link should direct users to a relevant destination within your app. For example, if your event is live, you can link directly to the event or, if your event hasn’t started, you might direct users to a landing page that builds anticipation and reminds them when to return. Make sure to provide a way for users to return to your main app experience.

Designate event priority. Events appear chronologically based on start time, with the soonest start time displaying first. Any events you select as high priority will appear ahead of normal priority events.

Select cost. Indicate if an in-app purchase or subscription is required in order to participate in the event, as this information is shown on the event details page.

Indicate your event purpose. Offering in-app events in your app or game can encourage new users to try it, provide existing users with new ways to enjoy your app, and give former users reasons to return. Many in-app events are appropriate for all of these purposes, but you may create in-app events that are primarily intended for one of these reasons. Choose the option that best fits your event’s purpose:

  • Appropriate for all users
  • Attract new users: New users are people who have never downloaded your app
  • Keep active users informed: Active users are people who downloaded your app and have opened it recently
  • Bring back lapsed users: Lapsed users are people who downloaded your app but have not opened it recently

This selection is one of the factors that the App Store uses to offer personalized recommendations and doesn’t display on your event card or event details page. To help your event reach the people it’s intended for, the App Store incorporates app usage information. This data is processed on the device to minimize data collection and enhance user privacy. Regardless of the event purpose you choose, your published events are discoverable on the App Store by all customers.

Measuring event performance

You’ll be able to understand the performance of your published in-app events using App Analytics in App Store Connect. View impressions, event page views, engagement, and conversion data, as well as the number of users who opted in to be notified when your event begins. Use this data to measure the success of your events — for example which events resulted in the most new downloads, or which events brought back the most lapsed users.