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In-App Events Now Available on AppTweak

by ,  Junior Product Manager at AppTweak AppTweak Releases

With the launch of iOS 15, Apple added a new feature on the App Store called in-app events. This new addition is a game-changer for app visibility on the store!

As an ASO pioneer, AppTweak constantly provides its users with the best, most up-to-date insights, which is why we are the first ASO tool to provide data on in-app events! Read this blog to know everything about this new feature the ASO community can’t stop talking about.


What are in-app events?

In-app events are a new way to promote events within apps and games on iOS 15. This feature allows app developers to showcase special events, such as competitions, challenges, live events, movie premieres, and so on, to reach new users, engage current users, or reconnect with lapsed users.

When the in-app event has been set up in your console, it will be displayed on your app product page but can also be shown in the App Store editorial sections (Today, Apps, and Games tabs), in the suggested events, and in search results.

Different ways to find in-app events on the App Store.

At any one time, up to 5 events can be published per application and these can span over 31 days. App events can be configured to have different start, end, and publish dates based on the country, and to have metadata (title, subtitle, description, etc) in different languages. As a result, you can define a clear strategy depending on the types of users you want to target!

Why is this new feature so impactful for your app?

In-app events will allow you to increase your app visibility and improve user engagement! With this feature, you will be able to:

  • Target the right audience for your in-app events: Since you can set up your in-app events according to your target country and language, you don’t have to launch events in regions where they don’t apply (for instance, movie premieres will highly depend on the country you live in).
  • Increase your visibility across the store: Apple tries to showcase events happening right now on the store; as a result, your event can be shown by default on the home page and drive even more traffic to your app!
  • Increase your search visibility: In-app event metadata is indexed by the App Store algorithm. Therefore, adding in-app events gives you an opportunity to rank on extra keywords. This is another good reason to work on a good in-app event description to get your app in front of potential users.
  • Increase your user engagement: It is always nice to run new events so users keep engaging with your app and see it constantly evolving. Some events require special subscriptions, so this may even trigger users to upgrade!

Learn all about in-app events and how they impact ASO

Discover in-app events on AppTweak’s ASO Report!

When you go to our ASO report section, we will now tell you if we detect an in-app event for your app and for competitors:

Use the ASO Report to discover when an app is running an in-app event.

You can then find more details if you jump to the in-app event section below.

Detailed view of in-app events on AppTweak.

This way, you can quickly check which type of events you and your competitors are currently running, as well as all the specificities of an event (dates, requirements, and detailed view of the description).

In the examples above, we took 3 different apps that are running in-app events at the same time. From what we can observe:

  • CSR2 will be running an in-app event for 2 weeks.
  • 8 Ball Pool will be running an in-app event for 3 weeks.
  • Homescapes decided to launch an event that will be displayed on the store for 1 month.

Both Homescapes and 8 Ball Pool are running a New Season type of event, whereas CSR2 is promoting a Live Event (which can explain its shorter time period). From viewing this information on AppTweak, 8 Ball Pool could get inspired from Homescapes and, in case they don’t have another event planned after this one, potentially extend this one to stay visible!

The app SimCity Buildlt is running two in-app events at the same time on the US App Store.

Another competitor decided to launch two events at the same time, which can be interesting to diversify your communication and allow more users to engage with one type of event or the other! It could also mean help you increase your chances to appear across the App Store.

Expert Tip

When you launch multiple in-app events, you also have to specify the event priority. Events are put in chronological order; however, by specifying that an event is a priority, it will appear first.

In-app events and the Lunar New Year 🥳

With in-app events, you can also target special events to engage with specific groups of users. For example, in the United States, many apps and games launched new events to honor the Lunar New Year:

For the Lunar New Year, many apps launched in-app events on the US App Store.

In the example above, we see that these apps decided to go with a New Season type of event to maximize this period and reach new users or engage with current users. As a result, an event is not necessarily linked to your last updates; it can also be linked to other major events so that users understand your app stays up to date with current events.

Get the full picture by analyzing the Timeline

To analyze the frequency and duration of your (and your competitors’) iOS 15 in-app events, you can take a look at our Timeline section:

AppTweak adds a purple line to indicate when an in-app event occurred (don’t forget that up to 5 in-app events can be published at the same time so some can overlap). By clicking on the line, you will see the details of the in-app event in the section below the Timeline.

In the example above, we see differences between how these three entertainment apps publish their in-app events, in terms of frequency and duration. Disney+ constantly publishes and promotes in-app events, while Prime Video prefers to publish a new event after a 3-day break from the previous one. Finally, we see that Netflix has not yet promoted an in-app event on the App Store.

How to select the right in-app event type

Each in-app event can be created for a specific purpose. Here is a list of all the badges you can pick, along with their definition provided by Apple:

  • Challenge: Activities encouraging the user to achieve a goal before the event ends (e.g., 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 (e.g., a tournament where players battle to win the most matches).
  • Live Event: Activities that occur in real-time that all users can experience simultaneously (e.g., a sports match or live-streamed concert). These events should provide users with new content, features, or goods.
  • Major Update: Introducing significant new features, content, or experiences (e.g., the launch of new game modes or levels). These events go beyond minor enhancements like UI adjustments or bug fixes.
  • New Season: Introducing new content, storylines, or media libraries to build on established content (e.g., a significant sporting event, a battle pass or themed content in a game, or a special episode of a television show).
  • Premiere: Introducing new content or media for the first time (e.g., a movie debut or newly released audio). These events should focus on the introduction of this unique content, rather than promoting general awareness about your app’s content or service.
  • Special Event: Limited-time events that are not captured by another event badge, possibly spanning multiple activities or experiences (e.g., an event featuring a collaboration). These events should provide users with new content, features, or goods.

Don’t miss this opportunity to increase your app visibility!

We know in-app events are a big thing for our users, and this is why we prioritized this feature to show these insights before any other tool!

Thanks to these feature additions on AppTweak, you will now be able to:

  • Understand your competitors’ in-app event strategies
  • Get inspired from your competitors’ in-app event visuals
  • Understand which types of events are prioritized by your competitors
  • See if competitors are taking advantage of special events to target specific users
  • See how long and how frequently your competitors publish in-app events

In-app event insights are available on our ASO report and in the Timeline, showing you how/when your competitors ran in-app events in the past.

We hope you will enjoy these additions—we can’t wait to get your feedback on them!

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by ,  Junior Product Manager at AppTweak

Flavien is a Junior Product Manager at AppTweak. He works daily to make sure AppTweak stays the best ASO tool. He is also passionate about theater and hates coriander.