In-App Events are timely, time-limited happenings inside your app — like a tournament, premiere, or challenge — that Apple lets you surface as discoverable event cards across the App Store.
In-app events give apps a way to promote moments rather than just the app itself. An event has its own card with art, name, and description, and can appear on your product page, in search, in browse, and even in editorial placements — creating discovery surfaces an evergreen listing doesn't have. They suit apps with a natural cadence of fresh activity: games with seasonal tournaments, fitness apps with challenges, streaming apps with premieres, finance apps with limited-time features.
Beyond new-user discovery, in-app events drive re-engagement: existing users see the event and return, which improves the retention and engagement signals that feed ranking. Because the event card is itself a conversion surface with its own creative, it's worth treating with the same care as screenshots — a compelling event card can win an install from a user who scrolled past the main listing.
Example
A trivia game publishes a weekly "Friday Night Championship" in-app event; the event card appears in browse and search, pulling in new players and bringing lapsed ones back each week.