Apple is making in-app events easier to find, share and join

In-app events will be displayed on the App Store starting October 27

App developers will be able to create special events within their apps that will be displayed on the App Store, enabling them to build more direct relationships with customers.

Events in Apps get easier to find

The new feature was announced at WWDC and will be available “starting next week”, the company said in a note on its Developer site. “Giving you a whole new way to showcase your events and expand their reach,” Apple also said.

The kind of events developers will be able to create include things like game competitions, movie premieres, live streams and so forth. The basic concept is that by making the event visible on the app listing developers can attract more users and build user engagement by making the effort of organizing these events more worthwhile.

Event types include:

• Challenge
• Competition
• Live Event
• Major Update
• New Season
• Premiere
• Special Event

How events work

When a customer visits the App Store page for an app they will see any current or upcoming events listed there, and can tap through to the events listing page. From that page they can share the event with others, set reminders for when the event is taking place, join the event or download the app.

Apple will also make events available in searches, so when we search for apps we may see the event card as well as the app, or search for events. The company also says it will include events within its own curated selections.

How developers can promote events

When it comes to promoting these events, developers can use email, advertising, social media, and other communication channels to reach people who may want to take part, with a link to bring them to the App Store page.

Events are configured in App Store Connect. An app can have up to five events published at a time. Events will appear on the App Store on iOS 15 an iPad OS 15 from October 27, 2021. Developers can learn more here.

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