in-app-events
When the user wants to create, plan, or optimize App Store In-App Events — the event cards that appear on the Today tab, search results, and your product page. Use when the user mentions "in-app event", "App Store event", "event card", "Today tab", "live event", "challenge", "game event", "seasonal event card", or wants visibility beyond organic search. For general ASO, see aso-audit. For seasonal keyword strategy, see seasonal-aso.
- Installs
- 2.5K
- Last 24h
- +15
- Trending rank
- #7091
- Security
- Not audited
Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/appeeky/aso-skills --skill in-app-events- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads in-app-events automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
In-App Events
You 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.
What In-App Events Are
In-App Events are time-limited content cards on the App Store. They appear:
- Today tab (editorial + algorithmic)
- Search results (alongside app results)
- Your product page
- Personalized recommendations (for lapsed users)
Key advantage: Existing users who haven't opened your app recently are notified of events. Non-users see them as discovery.
Event Types
| Type | Best For | Example |
|---|---|---|
| Challenge | User-generated competition | "30-Day Streak Challenge" |
| Competition | Ranked or scored contest | "Weekly High Score Leaderboard" |
| Live Event | Real-time activity | "Live Q&A with Experts" |
| Major Update | Significant new feature | "Introducing AI Coach" |
| Premiere | First-time content launch | "New Series: Morning Routines" |
| Special Event | Seasonal or themed moment | "Holiday Collection Unlocked" |
Event Card Specs
| Field | Limit | Notes |
|---|---|---|
| Event name | 30 chars | Appears prominently — keyword-conscious |
| Short description | 50 chars | Below the name on cards |
| Long description | 120 chars | Shown in expanded event view |
| Event card image | 2160×1080px | 2:1 ratio, PNG/JPG, no text required |
| Badge | — | Chosen from the 6 type badges above |
| Duration | Up to 31 days | Start and end time required |
Up to 10 events can be live or scheduled at a time.
Planning Workflow
Step 1 — Event Idea Selection
- Check for
app-marketing-context.md - Evaluate event type based on app category:
| App Type | Best Event Types |
|---|---|
| Games | Challenge, Competition, Major Update |
| Fitness | Challenge, Live Event, Major Update |
| Productivity | Major Update, Premiere |
| Social / Community | Live Event, Challenge |
| Streaming / Content | Premiere, Special Event |
| Utility | Major Update, Special Event |
- Identify the primary goal:
- Re-engagement → Use notification-triggering events (any type)
- New user acquisition → Focus on Today tab visibility (Challenge or Competition)
- Feature launch → Major Update type
Step 2 — Write Event Copy
Event name (30 chars) — rules:
- Lead with the user benefit or action, not your app name
- Include relevant keywords where natural
- ✅ "30-Day Habit Challenge" | ❌ "AppName Challenge 2026"
Short description (50 chars):
- Answer "what's in it for me?" in one line
- ✅ "Build a streak and win exclusive rewards"
Long description (120 chars):
- Expand on the short description: what, when, and why to join
- ✅ "Join our 30-day challenge. Complete daily habits, hit your streak, and unlock your achievement badge."
Step 3 — Event Card Image
Spec: 2160×1080px, 2:1 ratio
Best practices:
- No text needed (name/description appear as overlay) — but a short tagline is allowed
- High contrast, bold visual that works at small thumbnail size
- Show the outcome or reward, not just the app UI
- Test thumbnail at 390×195px to verify legibility
Step 4 — Submit in App Store Connect
- App Store Connect → Your App → In-App Events →
+ - Fill all required fields + upload image
- Submit for review (typically 24–48 hours)
- Schedule start/end times
Submit 3–5 days before the desired start date to account for review time.
Optimization Tips
Maximize Today Tab Placement
Apple's algorithm favors events that are:
- Timely — tied to real-world moments (holidays, trends, app anniversaries)
- High quality — polished images, complete descriptions
- Engaging — event types that drive sessions (challenges > updates)
- Consistent — apps that run regular events get better recurring placement
Run at least one event per month to maintain algorithmic eligibility.
Keyword Visibility in Search
Event names and short descriptions are indexed by the App Store search algorithm.
- Include 1–2 target keywords in the event name naturally
- The short description can reinforce secondary keywords
- Use
keyword-researchskill to validate which terms to include
Re-engagement Notification
Users who have downloaded your app but haven't opened it recently receive a push notification for your event automatically — no opt-in required. This is the highest-value feature of In-App Events.
Make the event name the notification subject line — write it to be compelling as a standalone message.
Output Format
Event Brief
📅 Event: [Name — 30 chars]
Type: [Badge type]
Dates: [Start] → [End]
Copy:
Short: [50 chars]
Long: [120 chars]
Image direction:
Visual: [describe the scene/concept]
Style: [photography / illustration / abstract]
Key element: [the reward, the action, the outcome]
Goals:
Primary: [re-engagement / acquisition / feature launch]
KPIs: [sessions spike, downloads, event page views]
Submit by: [date — 4 days before start]
Event Calendar (monthly)
Week 1: [Event name] — [type] — [dates]
Week 2: [No event / buffer]
Week 3: [Event name] — [type] — [dates]
Week 4: [Event name] — [type] — [dates]
Common Mistakes
| Mistake | Fix |
|---|---|
| App name in event name | Lead with the user benefit |
| Generic image (screenshot of UI) | Show the reward/outcome visually |
| Events shorter than 7 days | Minimum 7 days for Today tab consideration |
| Submitting day-of | Submit 4–5 days early for review |
| No recurring schedule | Run 1+ events/month for sustained placement |
Related Skills
seasonal-aso— Align event timing with keyword seasonal peaksscreenshot-optimization— Apply same visual best practices to event imagesapp-store-featured— Events increase editorial feature eligibilityretention-optimization— Track re-engagement lift from events
FAQ
What does the in-app-events skill do?
When the user wants to create, plan, or optimize App Store In-App Events — the event cards that appear on the Today tab, search results, and your product page. Use when the user mentions "in-app event", "App Store event", "event card", "Today tab", "live event", "challenge", "game event", "seasonal event card", or wants visibility beyond organic search. For general ASO, see aso-audit. For seasonal keyword strategy, see seasonal-aso.
How do I install in-app-events?
Run npx skills add https://github.com/appeeky/aso-skills --skill in-app-events in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/in-app-events/ (personal) or .claude/skills/in-app-events/ (project).
Which AI agents can use in-app-events?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is in-app-events safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains in-app-events?
It is published by appeeky in appeeky/aso-skills. It has 2,454 recorded installs.
More from appeeky/aso-skills
aso-audit
appeeky/aso-skills
When the user wants a full ASO health audit, review their App Store listing quality, or diagnose why their app isn't ranking. Also use when the user mentions "ASO audit", "ASO score", "why am I not ranking", "listing review", or "optimize my app store page". For keyword-specific research, see keyword-research. For metadata writing, see metadata-optimization.
keyword-research
appeeky/aso-skills
When the user wants to discover, evaluate, or prioritize App Store keywords. Also use when the user mentions "keyword research", "find keywords", "search volume", "keyword difficulty", "keyword ideas", or "what keywords should I target". For implementing keywords into metadata, see metadata-optimization. For auditing current keyword performance, see aso-audit.
monetization-strategy
appeeky/aso-skills
When the user wants to design or optimize their app's monetization — pricing, paywalls, subscriptions, or in-app purchases. Also use when the user mentions "pricing", "paywall", "subscription", "IAP", "how to monetize", "revenue optimization", "free trial", or "conversion to paid". For retention impact, see retention-optimization. For competitive pricing, see competitor-analysis.
metadata-optimization
appeeky/aso-skills
When the user wants to optimize App Store metadata — title, subtitle, keyword field, or description. Also use when the user mentions "optimize my title", "ASO metadata", "keyword field", "character limits", "app description", or "write my subtitle". For keyword discovery, see keyword-research. For full ASO audits, see aso-audit.
competitor-analysis
appeeky/aso-skills
When the user wants to analyze competitors' App Store strategy, find keyword gaps, or understand competitive positioning. Also use when the user mentions "competitor analysis", "competitive research", "keyword gap", "what are my competitors doing", or "compare my app to". For keyword-specific research, see keyword-research. For metadata writing, see metadata-optimization.
screenshot-optimization
appeeky/aso-skills
When the user wants to design, optimize, or evaluate App Store screenshots and preview videos. Also use when the user mentions "screenshots", "app preview", "product page design", "screenshot design", "creative assets", or "what should my screenshots show". For A/B testing screenshots, see ab-test-store-listing. For full ASO audit, see aso-audit.
Popular mobile skills
design-mobile-apps
designed-by-ai/skills
Design mobile app screens with Sleek, edit Sleek projects, and implement their designs in React Native or HTML.
ios-design
uizze.sh
Design and review iOS UI/UX for iPhone apps in SwiftUI, UIKit, or React Native. Use for mobile app design, screen redesigns, navigation flows, typography, forms, keyboard and safe-area layout, and accessibility checks. Apply Apple Human Interface Guidelines and consult real product references through the optional Uizze connection.
vercel-react-native-skills
vercel-labs/agent-skills
React Native and Expo best practices for building performant mobile apps. Use when building React Native components, optimizing list performance, implementing animations, or working with native modules. Triggers on tasks involving React Native, Expo, mobile performance, or native platform APIs.
animate-expo
emilkowalski/skills
Build animations in React Native and Expo, making the decisions in the order that determines whether they feel right — should it animate, which thread it runs on, which properties, spring or timing, how the gesture hands off, how it degrades. Writes the implementation with Reanimated, Gesture Handler, Expo Router and expo-haptics. Use when animating anything in an Expo app, adding gestures, sheets, screen transitions, press feedback or haptics, or fixing motion that stutters on device. For web animation use animate.
xcode-project-setup
firebase/agent-skills
Safely modifies Xcode projects (.pbxproj) to add Swift Packages and link files. Use this skill whenever an iOS project needs dependencies installed (e.g. Firebase, Alamofire).
firebase-remote-config-basics
firebase/agent-skills
Manages Firebase Remote Config templates, feature flags, loading strategies, and SDKs (Android, iOS). Use when downloading/deploying remoteconfig JSON templates, managing version history/feature flags, setting in-app defaults, fetchAndActivate(), real-time listeners, or SDK setup. Don't use for Firebase Hosting, Auth, Firestore, Data Connect, Crashlytics, or App Hosting.