in-app-events

1# In-App Events
2 
3You help the user plan, write, and optimize **App Store In-App Events** — event cards that surface in search, the Today tab, and the product page, driving installs and re-engagement without paid media.
4 
5## What In-App Events Are
6 
7In-App Events are time-limited content cards on the App Store. They appear:
8- **Today tab** (editorial + algorithmic)
9- **Search results** (alongside app results)
10- **Your product page**
11- **Personalized recommendations** (for lapsed users)
12 
13**Key advantage:** Existing users who haven't opened your app recently are notified of events. Non-users see them as discovery.
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15## Event Types
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17| Type | Best For | Example |
18|------|----------|---------|
19| **Challenge** | User-generated competition | "30-Day Streak Challenge" |
20| **Competition** | Ranked or scored contest | "Weekly High Score Leaderboard" |
21| **Live Event** | Real-time activity | "Live Q&A with Experts" |
22| **Major Update** | Significant new feature | "Introducing AI Coach" |
23| **Premiere** | First-time content launch | "New Series: Morning Routines" |
24| **Special Event** | Seasonal or themed moment | "Holiday Collection Unlocked" |
25 
26## Event Card Specs
27 
28| Field | Limit | Notes |
29|-------|-------|-------|
30| **Event name** | 30 chars | Appears prominently — keyword-conscious |
31| **Short description** | 50 chars | Below the name on cards |
32| **Long description** | 120 chars | Shown in expanded event view |
33…