Benefits of in-app events
User Engagement: Engage with new potential players via special content.
User Retention: Give past users a reason to play the game again, such as new events or major updates.
Data Collection: By tracking how users interact with events, developers can gain insights into user behavior, preferences, and pain points. The data can be used as references for future development or marketing purposes.
Event cards: Your in-app event cards will appear in your app store listing, being displayed at the Game Tab possibly and Apple might also recommend them to users interested in your app.
How to Optimize Your In-app Events In the App Store?
1. Targeting
In-app events offer developers the ability to target various audiences, whether they’re new users, existing app downloaders, or both. Clearly define the objectives of your in-app event to ensure that its content aligns with your overall strategy.
2. Uniqueness
Once you’ve identified your target audience, consider the unique selling proposition of your event. Common examples include:
Festive events
Collaboration with other brands
Competition
Anniversary
Promoting your app’s everyday events is not a good idea. If the event is too general, it might not attract new users. A unique, time-limited, and rare event is what grabs the eyeballs of the app browsers. For example, a crossover event with some cartoon characters may recruit those fans as new users, but if the event is already a part of the app, it is less likely to raise any interest of anyone.
3. Keyword planning
The App Store displays in-app event cards on the search page. Take advantage of this by implementing relevant keywords. Keywords are crucial for App Store Optimization (ASO) because they enhance search visibility and help target the right audience. Make sure to incorporate these keywords into the metadata of your in-app event.
4. Metadata
There are a few meta descriptions that you need to think about to set up an in-app event:
Event Name (≤30 characters): Choose a name that reflects the event’s theme and gives users an idea of what to expect. Incorporate critical keywords.
Short Description (≤50 characters): Briefly outline the event’s highlights and include essential keywords.
Long Description (≤120 characters): Provide additional information about the event, such as what rewards players will get if they participate in the event. It would be great if call-to-actions were included.
Event card and event details media: Use captivating images or videos to illustrate your event. Avoid text in images as key information should already be in the description. If you use a video, aim for a seamless loop to keep viewers engaged.
5. In-app event badges
In-app event badges are used to categorize events, and Apple will use them to recommend personalized events to different users. Here are some examples of event badges:
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Live Event
Activities that occur in real-time that all users can experience simultaneously, such as a sports match or live-streamed concert.
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Premiere
First-time availability of content or media such as newly released movies or audio.
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Challenge
Activities encouraging the user to achieve a goal before the event ends, such as a fitness challenge in a workout app.
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Competition
such as an e-sports tournament where players battle to win the most matches.
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New Season
Introducing new content, storylines, or media libraries
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Major Update
Introducing significant new features, content, or experiences
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Special Event
Limited-time events that aren’t captured by another event badge, spanning multiple activities or experiences such as collaboration that bring new experiences to users.
Boost your ASO performance with
in-app events
While it is not a must, in-app events can bring brand-new content and user experience to your app, which can help drive new users and re-engage past users. Besides, Apple might recommend your in-app event in the “Don’t miss this event column” in the Game and Apps tabs, which will also increase the organic exposure of your app.
If you are looking for professional help, feel free to contact us for consultation, we are always happy to help!
